Introduction

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Govt. Certified Advertising Manager

Advertising is defined as any paid form of non-personal presentation of ideas, goods and services by an identified sponsor. Advertising as a tool of communication, seeks to transmit message and is directed at mass audience. It creates a desire to possess the product.

Examples:

• a big hoarding on the side of the road informing us about toothpaste that will give us strong teeth
• a big banners and posters telling us about the latest internet connection in market with amazing speed are some forms of advertisement.

The commonly used media for advertisement:

• television
• newspapers and magazines
• bill-boards
• websites
• radio
• posters
• hoardings

Advertising Management is focused on analysis, planning, control and decision making activities of the advertiser. The Advertiser provides the overall managerial direction and financial support for the development of the advertisement and buying of media and space.

The Advertiser

An Advertiser deals with the advertising agency, the media, and the research suppliers. They constitute the supporting institution. The Government and competition are the important external control institutions.

Advertisers differ on the basis of the markets they serve, the goods and services they offer, and the media they use. They can be distinguished as consumer, industrial and retail advertisers.

Facilitating Institutions

An Advertising Agency is responsible for all creative and media decisions such as:

• creativity – designing of message, product appearance, and concept
• account executives – acting as agents for understanding advertiser’s needs and implementation of concept
• media – radio, TV, magazines, hoardings, outdoor media, digital media, Internet marketing etc.
• top management – new product introduction plans
• marketing & research – research suppliers supply research services to advertisers (product research, market research, pre and post testing the effectiveness of the advertising campaign)

The agency that provides a 360 degree services, including creative, sales,research, creative services and media purchases is called as full service agency.

 

 

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