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Advertising Management
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- 3. Advertising management Advertisingmanagement 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.
- 4. Nature andscope of advertising: Attention seeker The term ‘advertising‘ is derived from that means ‘to turn the attention’ Has a unique selling proposition This unique selling proposition makes the product or service stand out of the crowd Visually attractive The visual elements used in the advertisements not only convey the information, but also tell a story. Consumer oriented With this nature of advertising, consumers can have the know how of the products, brands or services that exist in the market Uses various media Apart from print platforms like newspapers and magazines, its presence can now also be seen in audiovisual platforms like, films, hoardings, banners and many such promotional campaigns.
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- 6. Basic functions ofadvertising Promotion of Sales: A good advertising campaign helps in winning customers and generating revenues. Introduction of New Products: A business enterprise can introduce itself and its products to the public through advertising Support to Production System: The business firm knows that it will be able to sell on a large-scale with the help of advertising. Increasing Standard of Living: It is advertising which has helped people in adopting new ways of life and giving up old habits Public Image: Advertising enables a business firm to communicate its achievements and its efforts to satisfy the customers’ needs to the public. Support to Media: Advertising provides an important source of revenue to the publishers of newspapers and magazines and the producers of T.V. programmes.
- 7. Types of advertising: Display advertising. Video advertising. Mobile advertising. Native advertising.
- 8. • Display advertising: Display ads are great for telling a fast visual story while showing off brand identity. They’re play ads are great for telling a fast visual story while showing off brand advertising. They’re usually very visual with very little text, and are ideal for health and wellness products that don’t require an in-depth disclaimer in the ad.
- 9. Video advertising: Videoads are quite popular advertising types in today’s digital marketing environment, and it makes sense why. Video advertisements are eye- catching, entertaining, and great for telling a complex story that a display ad simply can’t do Instream video involves placing video ads mid-roll, pre-roll, or post-roll in a video that a consumer is already watching. The ad itself will be relevant to the content that the consumer is already watching. An outstream video ad is a video ad that is integrated into an article or blog post. Medical or pharmaceutical brand, video ads are an excellent choice for sharing your mission or product with full disclaimers.
- 10. Mobile advertising: Mobileadvertising is quickly becoming the new norm as more people are consuming online content through their mobile devices than ever before. Mobile advertising is, simply, ads that are optimized for mobile consumption. Mobile ads are quite broad and can include video, app, display, search, or social ads. For most brands, video-based social media mobile ads are a great place to start. For most brands, video-based social media mobile ads are a great place to start. Health and wellness brands could definitely benefit from these types of ads on platforms like Instagram.
- 11. Native advertising: Thisform of advertising is simple ad content that is integrated into a piece of content. They are considered “non-disruptive” ads and usually come in the form of sponsored content. These ads will match the style and flow of the content it appears in without being pushy is disruptive. For example, pop-up ads and autoplay videos are considered disruptive and can often have a negative impact on one’s potential customer base. Native ads, on the other hand, are “slipped” into content in a way that is not disruptive and more attractive to consumers. They can come in the form of blog posts, videos, photos, etc.
- 12. Objectives of advertising: trail: most start- up ventures or companies generally work for this objective. It involves convincing the customers to make them buy a particular product or service introduced in the market. Brand switch: companies wanting to attract the customers of the competitors have this as their objective. To achieve this, marketers try to encourage customers to switch from their existing brand to their product. Continuity: it is related to retain the existing customers for long. For this, marketers usually launch new products of customer interest and advertise them well so that the existing customers keep buying their products. Switching back: to back the previous customers, who have switched to other brands, advertisers use different ways to attract them back such as discount sale, some reworking done on packaging, new advertise, etc.
- 13. Significance of advertising: Introducing a New Product : Advertising has a great importance when launching a new product, service or even an idea to the market When an advertisement of a product or service is done appropriately through the right media channels and at the right time, it draws customers’ attention and directs them to take an action. Increase in Sales : Without arousing that interest, creating demand in the market is nearly impossible. Eventually, growing demand results in a remarkable increase in sales. Creating Consumer Awareness : Creating awareness and providing necessary information about the product or service drive the customers to make a purchase decision ultimately.
- 14. Functions of advertising: •Identifying New Customers • Establishing Recognition • Supporting Salesmen • Motivating Distributors • Stimulating Primary Demand The functions of advertising can be grouped as: Primary Functions Secondary Functions Economic Functions Psychological Functions Social Functions
- 15. Advantages of advertising Introduces a new product in the market, Expansion of the market, Increased sales, Enhances good-will, Educates the consumers, Elimination of middlemen, Better quality products, Supports the salesmanship, More employment opportunities Reduction in the prices of newspapers and magazines Higher standard of living!
- 16. Introduces anew product in the market: It stimulates the people to purchase the product. Expansion of the Market: It helps in exploring new markets for the product and retaining the existing markets Increased Sales: Advertisement facilitates mass production to goods and increases the volume of sales Enhances Good-Will: It introduces the manufacturer and his product to the people Educates The Consumers: It familiarises the customers with the new products and their diverse uses Elimination of Middlemen: This increases the profits of the manufacturer and the consumer gets the products at lower prices.
- 17. Better QualityProducts: The manufacturer provides quality goods to the consumers and tries to win their confidence in his product. Supports The Salesmanship: The selling efforts of a salesman are greatly supplemented by advertising. It has been rightly pointed out that “selling and advertising are cup and saucer, hook and eye, or key and lock wards. More Employment Opportunities: Advertising provides and creates more employment opportunities for many talented people Painters Photographers Singers Cartoonists Musicians Models Reduction in the Prices of Newspapers and Magazines: The cost of bringing out a newspaper is largely met by the advertisements published therein.
- 18. Disadvantages of advertising: Loading the Price Creating Wastes Monopoly Fraud on Consumers Confuses the Buyers Some Advertisement is in Bad Taste
- 19. Loading thePrice Advertising is expected to reduce total costs due to mass production and mass distribution In reality advertising increases the prices of goods. Ultimately enable consumers to buy at lower prices Creating Wastes It can never appeal accurately to the target market like salesmanship Many people may not read, hear or view your advertisement TV advertisements have short life span and relatively costly
- 20. Monopoly Itkills competition and to that extent consumers’ interest is sacrificed we can have reasonable competition in the market We have to crush monopolies in the world of business to protect consumers against evils of monopolies Fraud on Consumers Some advertising is fraudulent, misleading or deceptive. Advertising causes us to buy goods It is true that advertising often persuades people to buy things they should not buy, they do not need nor they can afford.
- 21. Confuses theBuyers Believing in advertising, consumers buy the product. On its use, they feel cheated. They come to realise later that the information given in the advertisement was something else whereas the actual product was quite different from it In this reference it is said that advertising confuses rather than helps. Some Advertisement is in Bad Taste Many times, foul language and objectionable pictures are used in advertising in order to attract a particular class They may be insulting to a particular class. It causes decay of social values Such kinds of advertising are generally opposed by the people as it hurts their feelings
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