Advertising management
Encyclopedia
Advertising
management
is a career path in the advertising industry. Advertising & promotions managers may work for an agency, a PR firm, a media outlet, or may be hired directly by a company to develop branding for the company's product or service. This position can include supervising employees, acting as a liaison between multiple agencies working on a project, or creating and implementing promotional campaigns.
Regarding terminology, while advertising
is the promotional campaign itself, advertising management can address the whole process - the function of marketing starting from market research
continuing through advertising, leading to actual sales
or achievement of objective, potentially including evaluation
of the entire cost-benefits to the company involved.
Ad management incorporates various specialized sub-functions like media strategy
, message strategy, media planning
, media buying
etc.
While advertising management is an inseparable part of the marketing department, usually, the marketing department of an organisation is concerned more with market research and evaluation of results. All the critical processes of advertising management are generally outsourced to specialized advertising agencies. For example the media buying
is done in bulk by these ad agencies on which they receive discount/commission, that goes into their earning.
It involves designing the strategies to be adopted for influencing the public ie media selection and deciding on the aspect to be advertised based on the image of the company and the present marketing objective.
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
management
Management
Management in all business and organizational activities is the act of getting people together to accomplish desired goals and objectives using available resources efficiently and effectively...
is a career path in the advertising industry. Advertising & promotions managers may work for an agency, a PR firm, a media outlet, or may be hired directly by a company to develop branding for the company's product or service. This position can include supervising employees, acting as a liaison between multiple agencies working on a project, or creating and implementing promotional campaigns.
Regarding terminology, while advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
is the promotional campaign itself, advertising management can address the whole process - the function of marketing starting from market research
Market research
Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy...
continuing through advertising, leading to actual sales
Sales
A sale is the act of selling a product or service in return for money or other compensation. It is an act of completion of a commercial activity....
or achievement of objective, potentially including evaluation
Evaluation
Evaluation is systematic determination of merit, worth, and significance of something or someone using criteria against a set of standards.Evaluation often is used to characterize and appraise subjects of interest in a wide range of human enterprises, including the arts, criminal justice,...
of the entire cost-benefits to the company involved.
Ad management incorporates various specialized sub-functions like media strategy
Media strategy
Media strategy, as used in the advertising or content delivery industries, is concerned with how messages will be delivered to consumers or niche markets...
, message strategy, media planning
Media planning
Media planning is generally the task of a media agency and entails finding the most appropriate media platforms for a client's brand or product...
, media buying
Media buying
Media Buying is a sub function of Advertising management. Media Buying is the procurement of the best possible placement and price of a piece of media real-estate within any given media...
etc.
While advertising management is an inseparable part of the marketing department, usually, the marketing department of an organisation is concerned more with market research and evaluation of results. All the critical processes of advertising management are generally outsourced to specialized advertising agencies. For example the media buying
Media buying
Media Buying is a sub function of Advertising management. Media Buying is the procurement of the best possible placement and price of a piece of media real-estate within any given media...
is done in bulk by these ad agencies on which they receive discount/commission, that goes into their earning.
It involves designing the strategies to be adopted for influencing the public ie media selection and deciding on the aspect to be advertised based on the image of the company and the present marketing objective.