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1 adver mgt

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Advertisement management

Advertisement management

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1 adver mgt 1 adver mgt Presentation Transcript

  • ADVERTISEMENT MANAGEMENT It has been derived from the latin word ‘ Adverto ’ which means to turn around, to draw attention to any subject or purpose.
    • Advertising forms one component of the promotion mix.
    • It has become very popular and useful and has reached the status of an independent discipline.
    • It has grown at a very fast pace and has become a special field of study.
  • Promotion Mix (Tools) consists of
    • Advertising:
    • It is a paid and non-personal form of presentation and promotion of ideas, goods services by an identified sponsor .
    • Personal selling:
    • It is an oral presentation for the purpose of sale.
    • Sales promotion:
    • It is an immediate inducement that adds extra value to the product.
    • Publicity:
    • It is the management of functions, that helps public to understand the policies of the organization.
  • Definition--Advertising
    • It is a paid and non-personal form of presentation and promotion of ideas, goods or services by an identified sponsor.
    • There is also an identified Media and message behind every advertisement.
    • The advertiser tries to spread his message and ideas to the prospective customers and diffuse information into them.
    • By this method, he tries to popularise the products/services which is the basic aim of the activity.
  • Advertisement Objectives
    • Introduction of new products in the market
    • Expansion of the market for the existing products/brands
    • Building a long term consumer franchise for the firm
    • Countering Competition
    • Reminding Customers
    • Reassuring the customers by removing post purchase dissonance
    • Building up brand image and company image
    • Aiding the total selling function by taking the customer through all the steps from awareness to purchase involved in the selling process
    • Closing an immediate sale (Clincher ads)
    • Supporting other sales promotion activities
    • Stimulating impulse buying
    • Enthusing the channel to stock the product
    • Supporting and supplementing the salesman’s effort
    • Supporting and supplementing the dealer’s selling effort
  • The scope of advertising is large and varied.
    • Advertising -----Art & Science .
      • Management is both an art and science and Advertisement being a part of marketing is also an art. It creates, it requires experience .
      • It is a science because it is based on certain social-psychological factors. Cause and effect relationship are studied in advertising.
      • The effect of advertising is also studied by experimentation. The results of advertising can be measured .
      • It is tested on scientific principle as well .
  • ADVERTISING INDUSTRY: SIZE AND STRUCTURE
    • Advertisers
    • Media- Owners
    • Advertising Agencies
    • Consumers
    • Governments
  • Advertising coverage
    • Geographic coverage
        • National, International, Regional , Local
    • Audience coverage
        • Consumer, Industrial, Trade, professional
    • Demand coverage
        • Primary (General) Demand
        • Secondary (Specific) Demand
    • Action coverage:
        • Direct Action—obtaining immediate response
        • Indirect Action---to influence the reader
    • Item coverage
        • Product, service, or institutional advertising