Managing publicidad[1] is a field of business study that concentrates on the practical utilization of advertising methods and the control of a company’s advertising resources and operations. It encompasses the stages of creating, implementing, and supervising advertising initiatives for an organization. These initiatives aim to reach a broad audience through diverse media outlets, promoting the company’s products, services, or even the brand itself. The responsibilities of managing advertising also include liaising with the marketing team and collaborating with internal or external advertising agencies. For successful advertising management, a robust comprehension of advertising fundamentals, audience assessment, and communication tactics is necessary. This includes setting goals, planning and executing initiatives, and assessing their success to guarantee they align with the company’s ethos and marketing objectives.
Gestión publicitaria is how a company carefully plans and controls its advertising to reach its ideal customers and convince them to buy.[cita requerida]
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.[cita requerida] 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.[cita requerida]
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 mercado objetivo, media strategy (which involves planificación de medios), 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:
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