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Basics concept of Advertising Management Akash kumar Srivastava Asst.professor (Mgmt Dept.)

IIMT COLLEGE OF MANAGEMENT

Introduction of Advertising Management According to Philip Kotler:

“Advertising is any paid form of non-personal presentation and promotion of goods, services, or ideas by an identified sponsor.”

According to Frank Presbrey: “Advertising is a printed,

written, oral and illustrated art of selling. Its objective is to encourage sales of the advertiser’s products and to create in the mind of people, individually or collectively, an impression in favor of the advertiser’s interest.”

Scope of Advertising Advertising is often regarded as the most important means of marketing a company’s services and tools. The scope of advertising is to communicate a message to current customers or potentially target new customers. It helps a company get a message or a piece of information across to their customer base regarding a new product or special deal.

1:-Scope of advertising by budget There is always a budget allocated for advertising and promotion within the marketing budget. The budget allocated should be in coordination with the type of advertisement the organization wants. The resources and other requirements are to be kept in mind for the budget allocation.

(ii) Scope of advertising by deliverables Once the budget is decided, the marketing plan can be projected further. A detailed scope of work that deliverables require can be outlined. Agencies can now develop a proposed resource plan. (iii) Scope of advertising by allocating deliverables For creative work, allocating the type of deliverables (TV, online, mobile, press, magazine, etc) based on the previous campaign requirements can be more insightful after the previous plan. (iv) Scope of advertising by strategy Once the deliverables are allocated, advertising agencies can define the strategic requirements by brand or category and develop a scope of work based on past requirements and remuneration for similar strategic deliverables.

Objectives of Advertising To Inform Buyers This objective includes informing customers regarding product’s availability, price, features, qualities, services, and performance. Besides, it also includes informing them about changes made in the existing product and introduction of new products. Company also highlights its location, achievements, policies, and performance through advertising.

To Persuade or Convince Buyers Company uses advertisement to persuade or convince the buyers about superior advantages offered by its product. Company communicates competitive advantages the product offers to induce customers buy it.

Comparative advertising is used to prove the additional benefits of product at a given price.

To Remind Buyers:Marketer uses advertising to remind the buyers regarding existence of company, products, maintenance of quality, superior services, and chasing customer-orientation. Mostly, the existing firms aim their advertising for this objective.

Here, the purpose is to inform that the company is still in existence and serving customers in a better way. Due to huge information bombarded by a number of companies, customers are more likely to forget name of company and/or products and services it offers.

To Face Competition:Advertising is treated as the most powerful weapon to fight with competitors effectively.

Advertising enables the firm to respond the competitors strongly. It helps the firm to distinguish its total offerings from competitors.

In brief, the firm can face competition, can prevent the entry of competitors, or can remove competitors away from the market. In competitive marketing environment, the firm cannot survive without an effective advertisement.

Thank You!!!

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