what is advertising? Discuss the function of media management in advertising. Introduction Advertising is a form of communication whose purpose is to inform potential customers about products and services. Every major medium is used to deliver these messages, including: television, radio, movies, magazines, newspapers, video games, the Internet and billboards. An advertising agency or ad agency is an organization dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. Advertising Generally we can say that Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea Advertising is a means of communication with the users of a product or service. [https://economictimes.indiatimes.com/definition/advertising] Types of advertising There are different types of advertising. These are: Commercial Media advertising Advertising that involves commercial interests of profit-making and money-making is called commercial advertising. Commercial advertising media can include wall paintings, billboards, printed flyers and rack cards, radio, cinema and television ads, web banners, mobile telephone screens, shopping carts, web popup, magazines, newspapers and posters. Covert advertising Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies,

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Question 3: what is advertising? Discuss the function of media management in
advertising.
Introduction
Advertising is a form of communication whose purpose is to inform potential
customers about products and services. Every major medium is used to deliver these
messages, including: television, radio, movies, magazines, newspapers, video games,
the Internet and billboards. An advertising agency or ad agency is an organization
dedicated to creating, planning and handling advertising (and sometimes other forms
of promotion) for its clients.
Advertising
Generally we can say that Advertising is a marketing communication that employs
an openly sponsored, non-personal message to promote or sell a product, service or
idea
Advertising is a means of communication with the users of a product or service.
[https://economictimes.indiatimes.com/definition/advertising]
Types of advertising
There are different types of advertising. These are:
Commercial Media advertising
Advertising that involves commercial interests of profit-making and money-making
is called commercial advertising. Commercial advertising media can include wall
paintings, billboards, printed flyers and rack cards, radio, cinema and television ads,
web banners, mobile telephone screens, shopping carts, web popup, magazines,
newspapers and posters.
Covert advertising
Covert advertising is a unique kind of advertising in which a product or a particular
brand is incorporated in some entertainment and media channels like movies,

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television shows or even sports. Covert advertising is when a product or brand is
embedded in entertainment and media. For example, in a film, the main character
can use an item or other of a definite brand.
Broadcast commercials
Broadcast advertising is a very popular advertising medium that constitutes of
several branches like television, radio or the Internet. Television advertisements have
been very popular ever since they have been introduced. The cost of television
advertising often depends on the duration of the advertisement, the time of broadcast.
Newer media and advertising approaches
Increasingly, other media are overtaking television because of a shift towards
consumer's usage of the internet. Advertising on the World Wide Web is a recent
phenomenon. E-mail advertising is another recent phenomenon. With the dawn of
the Internet came many new advertising opportunities. Popup, Flash, banner,
averaging, and email advertisements are now commonplace.
Media Planner
Media planner in media planning and buying agency is responsible for selecting
media for advertisement on behalf of their clients. The main aim of a Media Planner
is to assist their client in achieving business objectives through their advertising
budgets by recommending the best possible use of various media platforms.
The role of Media planner may include:
1. analyzing target audiences
2. keeping an eye on media developments
3. reading market trends
4. understanding motivations of consumers
The planner devises a plan for advertising and the buyer can negotiate with the
Media manager on things such as rates, deadlines, selling etc.
5 M of Advertising in management:
1. Mission: It includes the objectives of advertising. e-g to inform, remind or to

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persuade.
2. Money: It involves the budget as how much money can be spent.
3. Message: It means what message should be sent i-e what to say and how to say?
4. Media: Which media is utilized? Electronic, print or online as par the choice and
reach of audience is concerned.
5. Measurement: How should the results be evaluated?
The functions Management in Advertising
From the creation of advertisements we now move to another increasingly vital and
creative area of the advertising profession. All your creativity would be useless,
unless what you produce is seen or heard and acted upon. The goal can be achieved
through effective media planning.
Media Research:
Advertising agencies employ market researchers who assess a client’s market
situation, including understanding customers and competitors, and also are used to
test creative ideas. Media research includes researching about the following
elements:
The consumer: The media planner would have to work out a consumer profile. He
should find the details of the consumer involving:
a. Consumer’s demography
b. Purchase range
c. Frequency of purchase
d. Quantity bought at a time
e. Consumer’s choice of brand
f. Consumer’s media habits and choice of media
Consumer motivation: It means how the consumer is motivated to buy the product
that is advertised. It includes the techniques of advertising, use of visuals and sound
in order to catch the audiences.
Pre-testing and post-testing the product: It includes the testing of the product’s
working before and after the product is advertised.
The advertisement itself is checked, not only to check the credibility and

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persuasiveness of the message but also compatibility with the medium to reach the
specific target audience.
It also includes research about the competitive environment both in terms of the
advertisements and the media used.
There is also the research that follows the release of the advertising campaign: It
means how the advertisement is broadcast and published.
Monthly variations in brand awareness and brand preferences of consumers in
relation to the particular media are also monitored.
Research is also conducted to find how media should be utilized to advertise the
product regionally, nationally and internationally.
Where to use the single media or a combination of mediums is analyzed.
Media planning:
Media planning is generally the task of a media agency. It finds the most appropriate
media platforms for a client's brand or product. The job of media planning involves
several areas of expertise that the media planner uses to determine what the best
combination of media is to achieve the given marketing campaign objectives.
In the process of planning the media planner needs to answer questions such as:
1. How many of the audience can I reach through different media?
2. On which media should I place ads?
3. Which frequency should I select?
4. How much money should be spent in each medium?
Three components of media plan:
The three components of a media plan are as follows:
1. Defining the marketing problem:
a. One should know how to run the business.
b. One should know the target audience i-e to reach everybody or only a select group
of consumers.
c. It should be known that how often is the product used in the targeted area.
2. Translating the marketing requirements into attainable media objectives. If

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the advertiser wants to reach lots of people in a wide area then mass media, like
newspaper and radio, might work. If the target market is a group in a defined
geographic area, then direct mail van is used.
3. Defining media strategies: Media strategy is concerned with how messages will
be delivered to consumers. It means to decide certain schedules on which ads should
be broadcast or published that may work best with different media. For example
Radio advertising is most effective when run at certain times of the day or around
certain programs, depending on what market you're trying to reach.
Managing media in reaching target audience?
The aim is to select the most effective media to reach the core target. The advertiser
can select a single medium or multiple mediums to reach target audience. First the
amount of mediums is selected. Then the advertiser would come to each medium-
print, TV, radio, video, outdoor, direct mail, point of purchase material, shop
window display and so on.
Regarding print medium, one should decide whether he/she would confine only to
daily newspapers or use magazines as well. Then more questions arise:
a. which newspapers? The general daily or the financial dailies and which of those?
b. How much space to use and how frequently the position of the advertisement on
the page of the daily, even the particular page on which the advertisement would
appear.
c. There are special regular weekly features or supplements.
d. One has to choose between English and Urdu dailies, both nationally and
regionally.
Regarding electronic media there are certain elements to be decided:
a. which channel?
b. How much time is allocated for a particular ad?
c. Which broadcast time will be suitable?
d. How many times the ad is broadcast i-e the frequency.
In the environment of increasing competition the combination of different media has
assumed greater importance than ever before. In general what combination of media

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or media-mix is appropriate? E-g in TV what the combination of channels and mix is
utilized?
Managing creativity and advertising content:
Managing creativity for devising advertising content includes:
1. Generating ideas
2. Designing concepts
3. Creating the final advertisement which is the responsibility of the agency’s
creative team.
An agency’s creative team consists of specialists in graphic design, film and audio
production, copy writing, computer programming, and much more.
Media monitoring:
Media monitoring is the activity of monitoring the output of the print, online and
broadcast media. It can be conducted for a variety of reasons, including political,
commercial, scientific, and so on. Media monitoring for advertising includes
following functions:
1. Continuous monitoring of changes in consumer reactions to different media
2. Analysis of usefulness of certain media
3. Monitoring the most effective use of media among masses
4. Analysis of availability and ease of media usage
[https://hamariweb.com/articles/52379]
Conclusion
Advertising is focused on one particular product or service. Advertising is typically
done with signs, brochures, commercials, direct mailings or e-mail messages,
personal contact, etc. The major purpose of advertising is to inform potential
customers about the products and services and how to obtain and use them.
Md. Sajjat Hossain
MCJ 3rd
Batch