Chapter No.4 - Advertising, Sales Promotion, IMC & Creativity by Muhammad Ali
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The document introduces the advertising industry, including the key players (advertisers, agencies, media, suppliers), their roles, and types. It discusses how advertisers can be local, regional, or national. Agencies develop marketing plans, ads, media buys, and have many departments including account management, creative, planning, and media. Agencies earn compensation through media commissions, markups, and fees. The document also outlines the stages in a client-agency relationship from development to termination.
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An advertising agency provides various services to clients seeking to promote their products, services, or ideas. The key services include creative development, media planning and buying, marketing services, and integrated branding solutions. Advertising agencies employ account managers, creative teams including copywriters and designers, and media departments to develop effective advertising campaigns. Selecting the right agency involves evaluating their strategic thinking, creative work, integrated capabilities, and ability to demonstrate campaign effectiveness.
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This document discusses different types of advertising including retail advertising, national advertising, cooperative advertising, and political advertising. It provides details on the objectives, methods, and considerations for each type. Retail advertising promotes specific stores and products to local customers. National advertising uses mass media to market branded products to broad audiences. Cooperative advertising involves brand manufacturers collaborating with retailers to share advertisement costs. Political advertising is used by candidates to promote their messages and ideals to voters.
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An advertising agency provides various services to clients seeking to promote their products, services, or ideas. The key services include creative development, media planning and buying, marketing services, and integrated branding solutions. Advertising agencies employ account managers, creative teams including copywriters and designers, and media departments to develop effective advertising campaigns. Selecting the right agency involves evaluating their strategic thinking, creative work, integrated capabilities, and ability to demonstrate campaign effectiveness.
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The document discusses the key aspects of advertising and advertising agencies. It defines advertising as communicating to the masses based on the Latin word "advertire" meaning to announce publicly. Advertising helps maximize profits, generate employment, and improve standards of living. An advertising agency is a service business that creates, plans, and handles advertising for clients. Agencies conduct research, develop creative content, select media, and manage budgets for clients' advertising campaigns. The size and structure of an agency determines its organization, which can be group- or department-based.
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Here’s What We’ll Cover:
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What Are the Four Basic Financial Statements?
Why Is Financial Accounting Important?
NOTE: FreshBooks Support team members are not certified income tax or accounting professionals and cannot provide advice in these areas, outside of supporting questions about FreshBooks. If you need income tax advice please contact an accountant in your area.
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Illustration: the 4 basic financial statements in accounting
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Assets can include:
Cash
Prepaid Expenses
Accounts Receivable
Notes Receivable (money owed to the company within 1 year)
Inventory
Investments (including real estate)
Buildings
Machinery and equipment
Vehicles
Intangible Assets (such as patents)
Liabilities can include:
Accounts Payable
Loans Payable
Notes Payable (money the company owes within 1 year)
Unearned Revenue (a product or service a client has paid for, but the company has not yet provided)
Deferred Tax
Current Taxes
Payroll (owed but not yet paid)
Warranty Obligations
Mortgages
Shareholders’ Equity can include:
Stocks (preferred and common stocks)
Retained Earnings (money to be invested back into the business)
Comprehensive Income (profit or loss in a company’s investments during a specific time period)
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The document provides guidance on effective promotions for downtown districts. It discusses the role of promotions committees in defining their market, identifying assets, and creating communication strategies. It also covers developing event calendars, including retail-driven, image-building, and signature events. Additional topics include sponsorship, fundraising, business engagement, evaluations, and co-op advertising opportunities like print, radio, and direct mail. The overall aim is to promote the downtown area through strategic planning and multi-channel promotions.
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What Is the Difference Between Accounting and Financial Accounting?
What Are the Four Basic Financial Statements?
Why Is Financial Accounting Important?
NOTE: FreshBooks Support team members are not certified income tax or accounting professionals and cannot provide advice in these areas, outside of supporting questions about FreshBooks. If you need income tax advice please contact an accountant in your area.
What Is the Difference Between Accounting and Financial Accounting?
“Accounting” encompasses all of a company’s financial transactions. A well-managed accounting department will have set policies and procedures for expenses, data management and the generation of financial reports.
Financial accounting is concerned specifically with the generation of these reports, that they are based on accurate information and follow “Generally Accepted Accounting Principles” (otherwise known as GAAP). GAAP sets accounting standards in the United States for a wide array of topics, including financial statement presentation.
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The 4 basic financial statements used in financial accounting are the balance sheet, income statement (profit-and-loss statement), cash flow statement, and statement of owner’s equity.
Illustration: the 4 basic financial statements in accounting
The Balance Sheet
A balance sheet shows what a company owns (its “assets”) and owes (its “liabilities”) as of a particular date, along with its shareholders’ equity.
Assets can include:
Cash
Prepaid Expenses
Accounts Receivable
Notes Receivable (money owed to the company within 1 year)
Inventory
Investments (including real estate)
Buildings
Machinery and equipment
Vehicles
Intangible Assets (such as patents)
Liabilities can include:
Accounts Payable
Loans Payable
Notes Payable (money the company owes within 1 year)
Unearned Revenue (a product or service a client has paid for, but the company has not yet provided)
Deferred Tax
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Mortgages
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Stocks (preferred and common stocks)
Retained Earnings (money to be invested back into the business)
Comprehensive Income (profit or loss in a company’s investments during a specific time period)
On a balance sheet, Assets = Liabilities + Shareholders’ Equity.
The Income Statement
An Income Statement is a company’s net income for a certain period of time. It is a company’s total revenue minus its total expenses.
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2) Media strategies consider the target audience, geography, and timing of campaigns. Objectives focus on reach, frequency and effectiveness.
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In Ethiopia, Ethio Lease is the first privately owned equipment leasing company with a license from the National Bank of Ethiopia. Ethio Lease provides its customers with carefully selected equipment on the basis of a lease contract, whereby the customer is the Lessee, who has a conditional right to use the equipment, and Ethio Lease is the Lessor, who buys and owns the equipment. If the equipment needs to be imported, Ethio Lease will buy the equipment abroad, using foreign currency from its parent company, AAFC. Ethio Lease customers can pay the lease fee in Ethiopian Birr. While leasing comes in many forms and shapes, for now the only form of leasing that the NBE will allow is a capital lease (aka “financial lease” or “full pay-out” lease). This Ethio Lease can be an alternative foe very few startups, it cannot be considered as a significant alternative for startups since most of them couldn’t fit it and it couldn’t be accessible enough.
CHAPTER9.ppt
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Presentation on types of advertising
This document defines and provides examples of different types of advertisements. It discusses brand advertisements, local advertisements, direct response advertisements, directory advertisements, political advertisements, institutional advertisements, retail advertisements, business to business advertisements, public service advertisements, and interactive advertisements. For each type, it briefly explains what the advertisement involves promoting and sometimes provides examples. The overall purpose is to educate about the various promotional techniques used in advertising.
Ad__Sem_III_Module_2_with_questions.pptx
An advertising agency is an independent business that connects advertisers with media outlets. It consists of creative teams and advertising experts. The agency provides services like creative design, media planning, buying ad space, and managing client accounts. It functions as a link between advertisers and media companies. Some key career opportunities in advertising include working as a copywriter, graphic designer, media planner, account manager, and freelancing in areas like photography and copywriting. Agencies earn compensation through commission, fees, or cost-plus models. They pitch creative ideas to prospective clients to win new business.
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Basic Management Concepts., “Management is the art of getting things done thr...
The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
In the words of J.N. Schulze - "Management is the force which leads, guides and directs an
organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
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The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
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Chapter No.4 - Advertising, Sales Promotion, IMC & Creativity by Muhammad Ali
- 1. The Scope of Advertising: From Local to Global Introduces the people and groups who work in advertising
- 2. The Advertising Industry: Organizations Advertisers (Clients) Agencies Media Suppliers
- 3. The Advertising Industry: People Sales Technology Research Accounting Communication Arts Management Law Most are employed by agencies, not clients
- 4. Advertisers: Local Directed to customers in the same geographic area Independent businesses Govt. & nonprofits Franchisees and dealers Chain retailers
- 5. Advertisers: Local Create favorable image, increase awareness, foster goodwill Recruit employees, offer services, sell merchandise Regular price-line, sale, or clearance Types of local advertising ClassifiedProduct Institutional
- 6. Advertisers: Regional and National Regional: one or several states National: several regions or entire country
- 7. Agencies: Definition Agency roles Develop marketing & ad plans Develop ads & promotions Purchase ad space and time
- 9. Agencies: People Account management Research & account planning Media buying & planning Production Creative concepts Traffic control Other services Admin
- 11. Agencies: Compensation •Media commissions Ad rate card price: $100,000 Agency buys ad at 15% discount: $85,000 Agency bills client full ad amount: $100,000 $15,000 difference is kept by the agency
- 12. Agencies: Compensation •Media commissions •Markups Agency buys materials for campaign Materials cost $85,000 Agency bills for materials plus a 17.65% markup Agency bills $100,000 which is costs plus markup
- 14. Agencies: In-House Pros May save money Allows tighter control May permit greater attention to the brand Lower creative quality Less experience and talent Loss of objectivity Cons
- 15. Agencies: Client Relationships Referrals Presentations Community relations & networking Soliciting for new business How agencies reach & attract new clients
- 16. Agencies: Client Relationships DevelopmentPrerelationship TerminationMaintenance Stages in the client-agency relationship
- 17. Suppliers Art studios & web designers Art studios & web designers Printers & related specialists Printers & related specialists Film & video houses Film & video houses Research companies Research companies
Editor's Notes
- Chapter Title