In these slides you will find introduction of advertising management and nature ,scope and importance

1. By-Prof. Sudheer Kumar

2.  Firstly, advertising is a paid form of communication and is
therefore commercial in nature.
 Secondly, advertising employs non-personal channels (i.e.
commercial mass media) which implies that it is directed
at a mass audience rather than at an individual consumer
and is a one-way communication mode where the sponsor
sends messages, but recipients cannot respond or ask
questions about the message content.
 Thirdly, advertising has an identified sponsor .

3.  Advertising management 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.

9.  (i) Advertising is a tool of marketing that disseminates
information about a product which is aimed at a large
number of people at the same time using purchased space
or time in various mass mediums.
 (ii) Advertising messages are delivered through variety of
media; television, radio, newspaper, magazine, billboards,
direct-mail campaigns, Internet, clothing lines with
messages printed on them, telemarketing programs, and
even messages heard while someone is on hold on the
telephone.
 (iii) Advertising intends to sell and at the same time create
an aspiration towards a certain product, which ultimately
leads to a vital and persuasive distinction, that makes the
product a brand.
 (iv) It is a tremendous challenge for advertisers to design a
message which must give an advantage in a highly
cluttered world where customers are becoming
increasingly proficient at simply tuning ads out.

10.  Advertising is often regarded as the most
important means of marketing a company’s
services and tools. The scope of advertising
is to communicate a message to current
customers or potentially target new
customers. It helps a company get a message
or a piece of information across to their
customer base regarding a new product or
special deal.

11. 1.Scope of advertising by budget
 There is always a budget allocated for
advertising and promotion within the
marketing budget. The budget allocated
should be in coordination with the type of
advertisement the organization wants. The
resources and other requirements are to be
kept in mind for the budget allocation.

12. 2.Scope of advertising by deliverables
 Once the budget is decided, the marketing
plan can be projected further. A detailed
scope of work that deliverables require can
be outlined. Agencies can now develop a
proposed resource plan.
3.Scope of advertising by allocating
deliverables
 For creative work, allocating the type of
deliverables (TV, online, mobile, press,
magazine,etc.) based on the previous
campaign requirements can be more
insightful after the previous plan.

13. 4.Scope of advertising by strategy
 Once the deliverables are allocated,
advertising agencies can define the strategic
requirements by brand or category and
develop a scope of work based on past
requirements and remuneration for similar
strategic deliverables

15. Thank you