Advertising management

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Managing advertising[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.

Terms definitions
1. advertising. Promoting a product or service through communication, also known as advertising, aims to inform or persuade a target audience. Its roots trace back to early civilizations where sales messages were inscribed on Egyptian papyrus, and wall murals were utilized for promotional purposes across ancient Asia, Africa, and South America. Over the centuries, advertising has adapted to technological advancements and the rise of mass media, transitioning from newspaper prints to audio-visual and digital platforms. The strategies employed in advertising vary, with some focusing on raising awareness or boosting sales, targeting different demographics at a local, national, or international level. Common methods encompass print, radio, web banners, and television commercials, among others. Modern advertising models have introduced innovative trends like guerrilla marketing and interactive advertisements. Women's contribution to advertising is significant, with their perspectives highly valued due to their influential purchasing power.

Advertising management is how a company carefully plans and controls its advertising to reach its ideal customers and convince them to buy.[citation needed]

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 needed] 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 needed]

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?
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