Advertising management is the process of monitoring campaigns that try to inform and arouse interest in consumers concerning a specific good or service. This process starts with the initial stages of the market research that assists to create the advertising strategy, proceeds to the development of the general framework for the campaign, the formulation of a specific plan of action and the setting in motion of the entire project. In the absence of an effective advertising management, ad campaigns and public relations attempts are likely to stumble and bring little or no results.
DECISION AREAS IN ADVERTISING
The advertising planner or decision maker has the following areas for taking decisions. The advertising decision maker:
1.Works within the broad framework of the marketing plan of the firm
2.Works in the world of uncertainties.
3.Considers factors like his company’s image in the market;
4.Makes a comparison of competitive position of the product or brand, the strengths and weaknesses of his competitors.
5.Takes into account the environmental factors he operates including governmental restriction, legal controls, existing social values and the changing life styles of people.
6.Monitors any shift in any of these aspects will lay an impact on his role as an advertising communicator.
7.Partly works in the present and partly in the future.
ADVERTISING AS PERSUADER
The final aim of any advertising message is to affect the purchase behaviour of consumers in a manner favourable to the advertiser. Advertising is essentially a process of persuasion. An advertising message achieves this end in the following manners:
1.The advertisement ought to capture the attention of its audience.
2.The advertisement has to get through the attention filter of its target audience.
3.An advertisement ought to provide the target audience the kind of information interesting to them. The information may be new, may support the existing information, or may bring changes to existing information, views or beliefs. In every case, the advertising message ought to interest them.
4. An advertisement ought to be of so interest to the audience that it captures their attention.
5.The audience perceives the advertising message and interprets it in a manner favourable to the advertiser. Different people can perceive and interpret the same advertising message in different ways. Some may find optimism, others may find bore and still others may find aggression, in the same message.
6. Several audience conditions such as their desires, needs, status, motives and values influence their interpretation of an advertising message.
7. An advertising communicator needs to ensure that the message he conveys is interpreted in a way favourable to his product/service.
8.The advertisement appeals to the target audience and influence its thought processes and purchase behaviour in favour of the advertised brand.
This way the advertising communicator can accomplish his task
DECISION AREAS IN ADVERTISING
The advertising planner or decision maker has the following areas for taking decisions. The advertising decision maker:
1.Works within the broad framework of the marketing plan of the firm
2.Works in the world of uncertainties.
3.Considers factors like his company’s image in the market;
4.Makes a comparison of competitive position of the product or brand, the strengths and weaknesses of his competitors.
5.Takes into account the environmental factors he operates including governmental restriction, legal controls, existing social values and the changing life styles of people.
6.Monitors any shift in any of these aspects will lay an impact on his role as an advertising communicator.
7.Partly works in the present and partly in the future.
ADVERTISING AS PERSUADER
The final aim of any advertising message is to affect the purchase behaviour of consumers in a manner favourable to the advertiser. Advertising is essentially a process of persuasion. An advertising message achieves this end in the following manners:
1.The advertisement ought to capture the attention of its audience.
2.The advertisement has to get through the attention filter of its target audience.
3.An advertisement ought to provide the target audience the kind of information interesting to them. The information may be new, may support the existing information, or may bring changes to existing information, views or beliefs. In every case, the advertising message ought to interest them.
4. An advertisement ought to be of so interest to the audience that it captures their attention.
5.The audience perceives the advertising message and interprets it in a manner favourable to the advertiser. Different people can perceive and interpret the same advertising message in different ways. Some may find optimism, others may find bore and still others may find aggression, in the same message.
6. Several audience conditions such as their desires, needs, status, motives and values influence their interpretation of an advertising message.
7. An advertising communicator needs to ensure that the message he conveys is interpreted in a way favourable to his product/service.
8.The advertisement appeals to the target audience and influence its thought processes and purchase behaviour in favour of the advertised brand.
This way the advertising communicator can accomplish his task
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