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Advertising
Management
Subtitle
Date
TOPICS:
1. What is Advertising?
2. Purpose of Advertising
3. Type of Advertising
4. Functions of Advertising
5. Advertising Management
6. Advertising Management Process
7. Advertising Objectives
8. Creating the Advertising Message
9. What advertising can do
10. Advertising Budget and Methods
11. Communication Process in Advertising
Advertising
Definition:
Advertising is the attempt to influence the buying
behaviour of customer or client with a persuasive
selling message about products and/or services.
In business:
In goal of advertising is to attract new customer by
defining the target market and reaching out to them with
an effective ad campaign.
Purpose of Advertising
1. Informative Advertising – create
awareness of brands, products, services
and ideas. It announces new products and
programs and can educate people about
the attributes and benefits of new or
established products.
2. Persuasive Advertising – tries to
convince customers that a company’s
services or products are the best, and it
works to alter perceptions and enhance
the image of a company or product.
3. Reminder Advertising – reminds people
about the need for a product or service, or
the features and benefits it will provide
when they purchase promptly.
4. Reinforcement Advertising – aims to
convince current purchasers that they
made the right choice
Example of Informative Advertising
[Link]
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Example of Persuasive Advertising
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Example of Reminder Advertising
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Example of Reinforcement Advertising
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POSSIBLE ADVERTISING OBJECTIVES
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Types of Advertising
1. Newspaper
2. Magazine
3. Radio
4. Television
5. Directories
6. Outdoor and Transit
7. Direct Mail, Catalogues and leaflets
8. Online
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Example of Directory Advertising
Insert Image
A Good Advertising Should:
Build the image of your business
Explain the benefits of products and services
Increase awareness of new products and services before,
when and after they are launched
Generate interest from your target market, as well as a new
audience of prospective customers.
Encourage customers to ask for information about your
business and provide options for how they can contact you
Increase the demand from customers and increase your sales
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Functions of Advertising
[Link] function
[Link] function
[Link] function
[Link] function
[Link] function
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Primary Function
1. To increase sales – through –
i. Attracting new customers
ii. Introducing new uses
iii. Generating more awareness about the product
iv. Creating brand image and brand loyalty
2. To help dealers, wholesalers and retailers to stock more goods
3. Buyers dependability is increased and which in turn enhance
the volume of sale
4. It helps controlling seasonal fluctuations in sales
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Secondary Function
1. Advertisement encourages the salesmen
2. Necessary information are provided to sales persons, dealers
and customers about the product
3. It generates feeling of pride among working staff in the
organization
4. Security feeling among the workers improve production
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Psychological Function
[Link] to offset competitors’ advertising
[Link] to generate brand preference
[Link] an incentive to the sales force
[Link] to pursue immediate purchase
Economic Functions
[Link] information about the economic advantage in
comparison to the product of the competitors
[Link] information regarding the availability of the
economic support
[Link] the scope of large-scale economies
[Link] employment opportunities
Social Functions
[Link] to generate the social awareness
[Link] of mass education
[Link] for generation of national feelings and national
integration. It educates the social habit of living together
[Link] average to highlight the achievements and
deficiencies of the corporate and civic bodies.
Advertising Management – is a
planned managerial process
designed to oversee and control the
various advertising activities
“ involved in a program to
communicate with a firm’s target
market and which is ultimately
designed to influence the
consumer’s purchase decisions.
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The Advertising
Management Process
Advertising Objectives
Creating the Advertising Message
What advertising can do
• Remind the target audience to buy
• Announce a new brand or service
• Create brand awareness
• Stimulate impulse buying
• Increase confidence in a brand or a
company
• Fight competition
• Change attitudes
Target Audience & Target
Market
Advertising Budget
Advertising Budget - An advertising budget is an amount set
aside by a company planned for the promotion of its goods
and services. Promotional activities include conducting a
market survey, getting advertisement creatives made and
printed, promotion by way of print media, digital media and
social media, running ad campaigns etc.
Advertising Budget Basis:
The advertising budget of a company is based on the following
factors:
• Type of advertising campaign that it intends to run
• Selection of target audience
• Type of advertising media
• Company’s objective of advertising
Methods of Advertising Budget:
1. Affordable method – budget is set at a level that a company can afford.
Procedure used to set advertising budgets, based on what the advertiser
thinks it can afford to spend.
2. Percentage of sales method - past or forecasted sales may be used. The
percentage-of-sales method is used to develop a budgeted set of financial
statements.
3. Objective and task method - This is the most appropriate ad budget
method for any company. It is a scientific method to set advertising budget.
The method considers company’s own environment and requirement.
4. Competitive parity method - budget matches competitors’ outlays.
Competition is one of the powerful factors affecting marketing
performance. This method considers the competitors’ advertising activities
and costs for setting advertising budget. The advertising budget is fixed on
the basis of advertising strategy adopted by the competitors.
COMMUNICATION PROCESS
COMMUNICATION PROCESS
COMMUNICATION PROCESS
COMMUNICATION PROCESS
COMMUNICATION PROCESS
COMMUNICATION PROCESS
THANK
YOU!
Prof. Gaynor A. Penamante
09081416533
[Link]@[Link]
Website: none