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. Advertising is just one element in a company's promotional mix and as such, must be integrated with the overall marketing communications program. Advertising is, however, the most expensive of all the promotional elements and therefore must be managed with care and accountability.
Advertising management process also helps in defining the outline of the media campaign and in deciding which type of advertising would be used before the launch of a product.
Marketers use different types of advertising. Brand advertising is defined as a non-personal communication message placed in a paid, mass medium designed to persuade target consumers of a product or service benefits in an effort to induce them to make a purchase. Corporate advertising refers to paid messages designed to that communicate the corporation's values in an effort to influence public opinion. Yet other types of advertising such as not-for-profit advertising and political advertising present special challenges that require different strategies and approaches.
Advertising management is a complex process that involves making many layered decisions including developing advertising strategies, setting an advertising budget, setting advertising objectives, determining the target market, media strategy (which involves media planning), developing the message strategy and evaluating the overall effectiveness of the advertising effort.) Advertising management may also involve media buying.
Advertising management is a complex process. However, at its simplest level, advertising management can be reduced to four key decision areas:
Target audience definition: Who do we want to talk to?
Message (or creative) strategy: What do we want to say to them?
Media strategy: How will we reach them?
Measuring advertising effectiveness: How do we know our messages were received in the form intended and with the desired outcomes?
Consumers tend to think that all forms of commercial promotion constitute advertising.
This page is automatically generated and may contain information that is not correct, complete, up-to-date, or relevant to your search query. The same applies to every other page on this website. Please make sure to verify the information with EPFL's official sources.
Out-of-home (OOH) advertising, also called outdoor advertising, outdoor media, and out-of-home media, is advertising experienced outside of the home. This includes billboards, wallscapes, and posters seen while "on the go". It also includes place-based media seen in places such as convenience stores, medical centers, salons, and other brick-and-mortar venues. OOH advertising formats fall into four main categories: billboards, street furniture, transit, and alternative.
Personal selling occurs when a sales representative meets with a potential client for the purpose of transacting a sale. Many sales representatives rely on a sequential sales process that typically includes nine steps. Some sales representatives develop scripts for all or part of the sales process. The sales process can be used in face-to-face encounters and in telemarketing.
In marketing, promotion refers to any type of marketing communication used to inform target audiences of the relative merits of a product, service, brand or issue, most of the time persuasive in nature. It helps marketers to create a distinctive place in customers' mind, it can be either a cognitive or emotional route. The aim of promotion is to increase brand awareness, create interest, generate sales or create brand loyalty. It is one of the basic elements of the market mix, which includes the four Ps, i.
The goal of this course is to understand the key role that marketing could be playing when firms seek to develop sustainable strategies : a positive force of change. This, however, will require a subs
This course provides an introduction to the topic of entrepreneurship, the process of new firm creation and the commercialization of technologies. The course integrates theories of entrepreneurship wi
This advanced course will provide students with the knowledge to tackle the design of privacy-preserving ICT systems. Students will learn about existing technologies to prect privacy, and how to evalu
With the unsustainable use of fossil fuels increasing strains on human institutions and ecosystems, the development of a renewable energy alternative is of paramount importance. Second generation biorefineries, based on the production of fuels and chemical ...
Given the patchy nature of gas plumes and the slow response of conventional gas sensors, the use of mobile robots for Gas Source Localization (GSL) tasks presents significant challenges. These aspects increase the difficulties in obtaining gas measurement ...
A central question in multi-agent strategic games deals with learning the underlying utilities driving the agents' behaviour. Motivated by the increasing availability of large data-sets, we develop an unifying data-driven technique to estimate agents' util ...