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Gestion de la publicité

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Managing publicité[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.

Définitions des termes
1. ↑ publicité. La promotion d'un produit ou d'un service par la communication, également connue sous le nom de publicité, vise à informer ou à persuader un public cible. Ses origines remontent aux premières civilisations, où des messages de vente étaient inscrits sur des papyrus égyptiens et où des peintures murales étaient utilisées à des fins promotionnelles dans l'Asie ancienne, en Afrique et en Amérique du Sud. Au fil des siècles, la publicité s'est adaptée aux progrès technologiques et à l'essor des médias de masse, passant des journaux imprimés aux plateformes audiovisuelles et numériques. Les stratégies employées dans la publicité varient, certaines se concentrant sur la sensibilisation ou l'augmentation des ventes, en ciblant différentes démographies au niveau local, national ou international. Les méthodes les plus courantes sont, entre autres, l'impression, la radio, les bannières web et les publicités télévisées. Les modèles publicitaires modernes ont introduit des tendances innovantes telles que la guérilla marketing et les publicités interactives. La contribution des femmes à la publicité est significative, leurs points de vue étant très appréciés en raison de l'influence de leur pouvoir d'achat.
Gestion de la publicité (Wikipedia)

Gestion de la publicité is how a company carefully plans and controls its advertising to reach its ideal customers and convince them to buy.[citation nécessaire]

Advertising refers to any paid form of communication designed to create interest in or stimulate sales of products or services. Companies are constantly searching for novel media, such as these human billboards, to get their message out to potential consumers

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.[citation nécessaire] 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.[citation nécessaire]

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 marché cible, media strategy (which involves planification des médias), 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?
Stratégie médiatique: 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?
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