Overview of

Advertising
Management

BIPIN TIWARI
SEC. – A
ROLL NO.- M08035

1
 DEFINITION

Advertising management is one of

the marketing functions that relates
to planning, organizing, directing and
controlling the advertising program
with the involvement of a number of
controlling and facilitating
institutions.
Advertising Functions
Informing

Persuading

Reminding

Adding Value

Assisting Company’s Efforts 3

3
 Advertising Functions
Informing
• Makes consumers aware, educates
them about the features and
benefits, and facilitates the
creation of positive brand images
• Facilitates the introduction of new
brands and increases demand for
existing brands
3
4
 Advertising Functions

Persuading

• Persuades customers to try

advertised products and services.
• Convincing the customers.

5
5
Persuading

Gillette MACH3

6
SMOKING CAUSES PREMATURE AGEING 7
 Advertising Functions
Reminding
• Keeps a company’s brand fresh in
the consumer’s memory
• Influences brand switching

8
8
 Advertising Functions
Adding Value
• Three basic ways by which
companies can add value
– innovating
– improving quality
– altering consumer perceptions

9
9
 Advertising Functions

Assisting Company’s Efforts

• Advertising is just one member of

the marketing communications team
• Sometimes, it facilitates company
efforts in the marketing
communications process

10
10
The Advertising Management
Process
Advertising Strategy
• Setting Objectives
•Formulating Budgets
•Creating Ad messages
•Selecting Ad Media and Vehicles

Strategy Implementation

Assessing Ad Effectiveness 11
11
 Setting Advertising
Objectives

• Guides the budgeting, message, and

media aspects of advertising strategy
• Provide standards against which
results can be measured

12
12
Advertising Objectives
Who

Several categories of
What
advertising objectives
guide advertising
Where
strategy

When

How often
 Budgeting Considerations
in Practice

• What is the Ad objective?

• How much are competitors
spending?
• How much money is available?

14