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Definition:
Advertising management is a planned
managerial process designed to oversee and
control the various advertising activities
involved in a program to communicate with a
firm's target market and which is ultimately
designed to influence the consumer's purchase
decisions.
Introduction
In small companies, advertising is handled by someone in
sales department who works with an advertising agency.
Large companies set up their own advertising departments
whose managers report to vice president marketing.
Here the cos. Prepare their advertising budgets, approves
advertising agency ads, campaigns and handles direct
marketing mails, dealer displays and other forms of
advertising not ordinarily performed by the agency.
Most companies use an outside advertising agency which
offer several advantages.
Steps in Advertising Management
Once agency (inhouse or external) is selected the steps are
followed for managing advertising are:
1. Situational Analysis
2. Advertising strategy
a) Objective setting
b) Budgeting
c) Message strategy
d) Media strategy
3. Strategy Implementation
4. Strategy Evaluation/ Accessing advertising effectiveness
1. Situational Analysis
The first step is back grounding & briefing , the advertiser needs to
brief about the Company and product which has to be advertised.
(involving SWOT Analysis of company and product)
Analysis means making sense of all data collected and figuring out
what the information means for future success of brand.
- Consumer Behavior
- targeting audience
- Position a product
2. Advertising Strategy
It involves the four major activities:
- Setting of Objective
o Market share & consumer base (High mkt share less budget,
more consumer base less cost per impression basis)
o Product substitutability
Setting Message strategy
Advertisers go through following steps to develop the
creative message strategy:
o Message generation
o Message Execution
Message generation
o Execution style:
- Testimonial evidence
o Words
o Format:
Target audience and media habits (TV & radio most effective to reach
teenagers)
on TV)