On advertising and communication, it is possible to have a dual approach:
-Part of a quantitative focus in the budget that is dedicated
-Other qualities studying advertising campaigns.
The budget for communication
The amount of communication budget and its share in overall sales of the company are indicators of the importance of communication within an organization. The evolution of the item in the budget shows where the communication win, lose or remain stable in the interests of the company. Such as car magnets advertising, vinyl banners are inexpensive but effective
The products and the communication of a firm are among the factors that shape its image, ie its representation to consumers in a given territory. For a image, a company can carry out studies. This is important to develop a communications strategy.
In advertising, three aspects need to exploit their national / international media used and the personalities that uses a brand:
Advertising campaigns are a way to know the approach that a company is doing its environment. Indeed, global campaigns can be a comprehensive approach to the world, while campaigns tailored to each market, a national approach. In the first case, the firm may seek cost savings in terms of communication and / or becoming globally on some characteristics that shape their identity, or to systematically addressing the same audience. In the other, the company seeks to adapt to each market, with a specific message, and perhaps products and different targets.
The media used to help identify the target advertisements, looking at both the media (press, television, etc.). And the theme of media (eg general press, female, economic, etc.).. It should also take into account the age of the target, depending on the combination media / theme, but also for some countries like the USA, language.
Finally, the figures which uses a trademark to represent or appear in its advertisements, are indicative of the audience (in terms of age, sex or ethnic minority).