Advertisement management

1. ADVERTISEMENT
MANAGEMENT
It has been derived from the latin word
‘Adverto’ which means to turn around, to draw
attention to any subject or purpose.

2. • 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.

3. Promotion Mix (Tools) consists of
Advertising:Advertising:
It is a paid and non-personal form of presentationIt is a paid and non-personal form of presentation
and promotion of ideas, goods services by anand promotion of ideas, goods services by an
identified sponsoridentified 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.

4. 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.

5. 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

6. 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.

7. ADVERTISING INDUSTRY:
SIZE AND STRUCTURE
• Advertisers
• Media- Owners
• Advertising Agencies
• Consumers
• Governments

8. 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