There are various marketing methods which can help a company to achieve its marketing objectives. Its products or services can be developed or refined. A distribution network can help match an organization’s output with its clientele. Pricing strategy is another marketing decision.A brand manager needs to spend considerable time pin pointing the exact reason for poor performance before deciding that the core problem is inadequate or poor advertising or promotion. The marketing plan should be based on the specific problems or opportunities uncovered for the brand by the kind of situation analysis.
In addition to placing the advertising plan in this total context, the brand manager must emphasize to develop a marketing program in which the component parts work in a coordinated, synergistic manner instead of at cross-purposes. . If the advertising objectives are written to encourage the use of advertising copy and advertising media incompatible with a prestige image, the whole marketing program may be jeopardized. Alternatively, when a firm offers a low priced product, the job of advertising might be to stress the price differentiated by hard-hitting copy.The role of advertising will also depend on the distribution channel selected. If door to door selling is employed, advertising may be used only to introduce the salesperson, or it may not be used at all.