Lecture Note

1. Advertising Management
INTRODUCTION

3. • Traditionally, marketing is the way a product
is designed, tested, produced, branded,
packaged, priced, distributed, and promoted.
• “An organizational function and a set of
processes for creating, communicating, and
delivering value to customers and for
managing customer relationships in ways
that benefit the organization and its
stakeholders.”—American Marketing
Association

4. • According to William J. Stanton, "Advertising
consists of all the activities involved in
presenting to an audience a non-personal,
sponsor-identified, paid-for message about a
product or organization.“
• According to Webstar, “Advertising is to give
public notice or to announce publicity”.

5. • http://adage.com/
• http://adage.com/article/cmo-strategy/
samsung-reminds-built-bigger-phones/
294969/
• http://adage.com/article/news/year-s-biggest-winners-
creative-campaigns/238234/

6. • http://adage.com/article/news/year-s-biggest-winners-
creative-campaigns/238234/
• http://www.coloribus.com/advertisers/microsof
t-corporation-5391255,media-prints,year-2000/
• Frank Jefkins

7. • According to American Marketing Association
"advertising is any paid form of non-personal
presentation and promotion of ideas, goods and
services by an identified sponsor".

9. 5-9
Money Spent on Media
75% - Media buys
15% - Creative work (agency)
10% - Ad production

10. 6-10
Top Ten World Advertising Agencies
McCann-Erickson Worldwide
DDB Agency
Worldwide
Grey Advertising
Ogilvy & Mather Worldwide
EURO RSCG Worldwide
J.Walter Thompson Co.
BBDO Worldwide
Y & R Advertising
Publicis Communication
D’Arcy Masius Benton & Bowles
Source: http://www.adage.com/, February 12, 2002.

11. 5 - 11
Advertising Goals
• To build brand image
▫ Top of mind
▫ First choice
• To inform
• To persuade
• To support other marketing efforts
• To encourage action

12. FEATURES OF ADVERTISING
• Communication
• Information
• Persuasion
• Profit Maximisation
• Non-Personal
Presentation
• Element of Marketing Mix
• Consumer Choice
• Art, Science and
Profession
• Element of Creativity
• Identified Sponsor

13. • To introduce a new product by creating interest for it among the
prospective customers.
• To support personal selling programme. Advertising maybe used to
open customers' doors for salesman.
• To reach people inaccessible to salesman.
• To enter a new market or attract a new group of customers.
• To light competition in the market and to increase the sales as
• seen in the fierce competition between Coke and Pepsi.
• To enhance the goodwill of the enterprise by promising better
• quality products and services.
• To improve dealer relations. Advertising supports the dealers in
• selling he product. Dealers are attracted towards a product
• which is advertised effectively.
• To warn the public against imitation of an enterprise's products.

14. ACTIVE PARTICIPANT IN ADVERTISING
• ADVERTISER
• TARGET AUDIENCE
• ADVERTISING AGENCIES
• ADVERTISING PRODUCTION PEOPLE
• TARGET AUDIENCE
• MASS MEDIA
• GOVERNMENT AUTHORITIES
• ADVERTISING PRODUCTION FIRMS