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Advertising is the most visible aspect of marketing, yet is the most expensive and least effective in terms of return on spend. That is not to say that advertising is not necessary or useful, but it is best viewed as a supporting element rather than the core element of an integrated marketing campaign.
It is in Brand Development that Advertising has its highest profile as often this is about repeated communication of your key messages and brand image in your target media, the objective measure being accurate recall and message association. Advertising will often improve your PR coverage (although there is no official link between the two), and clever advertising will improve the effectiveness of direct mail and telemarketing.
Generally speaking in an integrated marketing campaign, supportive advertising will usually increase the results but in a manner that is hard to cost effectively measure, and as an expensive exercise vague ROI is a big negative, so if the budget is available then Pragmatic Strategy will recommend supporting advertising, but would prioritise more direct marketing elements.
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