Advertising management


Advertising management

articleissues
advert=March 2008
context=March 2008
unreferenced=February 2008

Advertising is a management function. While advertising is the event, advertising management is the whole process - a function of marketing starting from market research continuing through advertising leading to actual sales or achievement of objective. It goes further in regard to evaluation of the whole cost-benefits that were involved in the whole exercise.

This means that if there is a public service ad with an objective to increase domestic saving, the evaluation would take place in terms of the actual increase in domestic savings as can be found from banks and other financial institutions. If it's about launch of a new product, then the evaluation would be in terms of benefits derived from the cost sunk in the advertising campaign.

Advertising management incorporates various specialised sub-functions like media strategy, message strategy, media planning, media buying etc.

While advertising management is an inseparable part of the marketing department, usually, the marketing department of an organisation is concerned more with market research and evaluation of results. All the critical processes of advertising management are generally outsourced to specialised advertising agencies. For example the media buying is done in bulk by these ad agencies on which they receive discount / commission, that goes into their earning.It involves designing the strategies to be adopted for influencing the public ie media selection and deciding on the aspect to be advertised based on the image of the company and the present marketing objective.

Advertising presents the most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost.


Wikimedia Foundation. 2010.

Look at other dictionaries:

  • Management Development Institute — Motto Yogah Karmasu Kaushalam (Sanskrit) from the Gita 2:50 Motto in English Pefection in action is Yoga An act becomes perfect when you do it with all joy and without expecting anything in return …   Wikipedia

  • advertising — in the broadest sense of making goods publicly known developed as early as commodity exchange took shape in human society. In China, as elsewhere, the earliest medium of advertising was oral and even musical. The Book of Odes recorded an entry in …   Encyclopedia of Contemporary Chinese Culture

  • Advertising agency — An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point… …   Wikipedia

  • Advertising — This article is about the form of communication. For other uses, see Advertiser (disambiguation). Advert redirects here. For the band featuring musician Gaye Advert, see The Adverts. For content guidelines on the use of advertising in Wikipedia… …   Wikipedia

  • Advertising mail — Typical advertising mail Advertising mail, also known as direct mail, junk mail, or admail, is the delivery of advertising material to recipients of postal mail.[1][2] The delivery …   Wikipedia

  • management — the role of conducting and supervising a business. Glossary of Business Terms The people who administer a company, create policies, and provide the support necessary to implement the owners business objectives. Bloomberg Financial Dictionary * *… …   Financial and business terms

  • ADVERTISING — In few modern industries have Jews had greater influence than in advertising, and this applies particularly in America. It has even been suggested that Jewish advertising men are responsible for the wide scope and shape of the modern advertising… …   Encyclopedia of Judaism

  • Advertising Checking Bureau - ACB — An organization that serves the trade promotion industry by developing and managing incentive programs. The Advertising Checking Bureau (ACB) also offers a variety of additional services to companies, including advertising tracking, brand… …   Investment dictionary

  • Reach (advertising) — In the application of statistics to advertising and media analysis, reach is defined as the size of the audience who listen to, read, view or otherwise access a particular work in a given period. Reach may be stated either as an absolute number,… …   Wikipedia

  • Online presence management — is a process that engineers and stimulates a certain brand online. It combines the elements of web design and development, blogging, search engine optimization, pay per click marketing, reputation management, directory listings, social media,… …   Wikipedia