Advertising management

From ArticleWorld

Advertising management is a process or system that manages the processes leading up to and including the marketing of products or services for sale. The process includes market research straight through to advertising and the eventual sale of the project or service, or the attainment of the desired objective. The process also includes the evaluation of the cost-benefits for the advertising scheme.

What is advertising?

Advertising may be defined as a form of marketing or promotion that is non-personal and can be delivered through many methods. Most of the time advertising methods require the marketer to pay a cost for the delivery of the message to the public. Originally advertising focused only on the delivery of messages to the masses. Now there is greater focus on the delivery of these messages to target audiences. Targeting certain sections of the population dependent on the service or product being used is considered a better use of advertising funds. Advertising is steadily changing and becoming more focused to the needs of the customers. Future plans include the use of interactive advertising.

Advertising management

Effective marketing through advertising requires many decisions to be made in the production of an advertising campaign. This process may be large and complex for bigger firms or very basic and simple for smaller businesses. In smaller businesses this task is mostly handled by one or two individuals but for larger firms the skills required to make good decisions can be very varied. This normally requires the use of a team to handle the management of the advertising or the hiring of an advertisement professional.

Advertising management can include various specialized functions such as media strategy, message strategy, media planning and many others which make it essential to hire advertising professionals for large campaigns.