Advertising Management: Nature & Scope of Advertising
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. Advertising is just one element in a company’s promotional mix and as such, must be integrated with the overall marketing communications program. Advertising is, however, the most expensive of all the promotional elements and therefore must be managed with care and accountability.
Marketers use different types of advertising. Brand advertising is defined as a non-personal communication message placed in a paid, mass medium designed to persuade target consumers of a product or service benefits in an effort to induce them to make a purchase. Corporate advertising refers to paid messages designed to that communicate the corporation’s values in an effort to influence public opinion. Yet other types of advertising such as not-for-profit advertising and political advertising present special challenges that require different strategies and approaches.
Nature of Advertising
(i) 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.
(ii) 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.
(iii) 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.
(iv) 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.