Advertising Management: Meaning, Nature and Scope of Advertising
Advertising is the means of informing and influencing a vast audience to buy a product or service through visual, oral or written messages. Advertising can be described as a paid form of non-personal presentation and promotion of ideas, goods or services. A business that wants to step into markets and make a mark definitely needs advertising. There is hardly any organization that does not advertise these days. Advertising can be done through various media such as newspaper, magazines, television, radio, posters, hoardings, and billboard and in recent times, the internet.
When a marketer or a company develop a product to satisfy market demand after carefully analyzing the market, there comes a need for establishing contact with the target market to sell that product.
Moreover, this has to be a mass contact so that the product may get maximum exposure to large number of people.
The best way to reach the mass market is through mass communication and advertising is one of the means of such mass communication along with other means, which may or may not using mass communication, like publicity, sales promotion, public relations.
As a means of mass communication, advertising promotes the sale of goods, services, images and ideas through information and persuasion. It is important to understand that, advertising by itself cannot sell the product which are of poor quality, costly or not up to expectation of the consumer. Advertising only helps in selling.
Nature of Advertising
- Advertising is a tool of marketing that disseminates information about a product which is aimed at a large number of people at the same time using purchased space or time in various mass mediums.
- Advertising messages are delivered through variety of media; television, radio, newspaper, magazine, billboards, direct-mail campaigns, Internet, clothing lines with messages printed on them, telemarketing programs, and even messages heard while someone is on hold on the telephone.
- Advertising intends to sell and at the same time create an aspiration towards a certain product, which ultimately leads to a vital and persuasive distinction, that makes the product a brand.
- It is a tremendous challenge for advertisers to design a message which must give an advantage in a highly cluttered world where customers are becoming increasingly proficient at simply tuning ads out.
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.
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.
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.
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.
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.