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Advertising & Promotion

Advertising & Promotion

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Published by Udit Bharuka

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Published by: Udit Bharuka on Feb 20, 2011
Copyright:Attribution Non-commercial

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02/20/2011

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 Advertising & Promotion Advertising & Promotion
Management & PlanningManagement & Planning
 
 Advertising Management  Advertising Management 
 The trade of advertising is now so near to perfection that it is not  The trade of advertising is now so near to perfection that it is not easy to propose any improvementseasy to propose any improvements  Samuel Johnson, 1760Samuel Johnson, 1760
 The competent advertising man must understand psychology. The The competent advertising man must understand psychology. Themore he knows about it the better. He must learn that certain effectsmore he knows about it the better. He must learn that certain effectslead to certain reactions, and use that knowledge to increase resultslead to certain reactions, and use that knowledge to increase resultsand avoid mistakes. Human nature is the same today as it was in theand avoid mistakes. Human nature is the same today as it was in thetime of Caesar. So the principles of psychology are fixed and enduring.time of Caesar. So the principles of psychology are fixed and enduring.We learn, for instance, that curiosity is one of the strongest of humanWe learn, for instance, that curiosity is one of the strongest of humanincentives.incentives.  Claude Hopkins, Scientific Advertising, 1926Claude Hopkins, Scientific Advertising, 1926
 Advertising management is focused on analysis, planning, control, and Advertising management is focused on analysis, planning, control, anddecisiondecision--making of the advertiser. The advertiser provides themaking of the advertiser. The advertiser provides the managerial direction and financial support, for development andmanagerial direction and financial support, for development andpurchase of media time and spacepurchase of media time and space
The result of advertisement aired or placed several times, and theThe result of advertisement aired or placed several times, and theresulting schedule of exposures is referred to as advertising campaignresulting schedule of exposures is referred to as advertising campaign
 
I
nstitutions
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nvolved
I
nstitutions
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nvolved
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n developing and managing an ad campaign there are several institutions tha
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n developing and managing an ad campaign there are several institutions thathe advertiser has to deal withthe advertiser has to deal with
Three supporting or facilitating institutions external to own organization are AdThree supporting or facilitating institutions external to own organization are Ad Agency, Media, and Research Suppliers Agency, Media, and Research Suppliers
 Agency and Research Suppliers help in analyzing opportunities, creating and Agency and Research Suppliers help in analyzing opportunities, creating andtesting ad ideas, and buying media time and spacetesting ad ideas, and buying media time and space
Others are control institutions like Government and Competition, sinceOthers are control institutions like Government and Competition, sinceadvertisers are affected by government regulations on products, services andadvertisers are affected by government regulations on products, services andadvertising. Direct and
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ndirect competitors serve as major external controladvertising. Direct and
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ndirect competitors serve as major external controlsince what they do and how they react is a key part of ad management since what they do and how they react is a key part of ad management 
Markets and Consumer Behavior is another kind of external institution whichMarkets and Consumer Behavior is another kind of external institution whichcontrols advertisingcontrols advertising
 Get a message to homemakers, engineers, automobile dealers, voters, Get a message to homemakers, engineers, automobile dealers, voters,hospital patients, industrial, retail, government or NGOshospital patients, industrial, retail, government or NGOs
Consumers control the viewing, buying, voting, and other such behaviorsConsumers control the viewing, buying, voting, and other such behaviors

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