Advertising Management

This chapter provides an overview of the advertising industry as well as the features and processes of advertising. Advertising can be defined as any type of paid presentation and promotion of goods and services by a recognized sponsor that does not include personal interaction. It is one of the most often used methods of marketing and promotion. With the help of advertising, information or more details regarding the advantages, costs, and usability of the goods and services are delivered to the target audience. The primary objective of advertising is to boost product demand, which in turn boosts sales of other products and services. Since the terms advertising and promotion are used interchangeably in the context of marketing and business, there is a common misconception that advertising serves a purpose that is similar to that of promotion and marketing. This chapter will provide a comprehensive analysis of the key differences between advertising, publicity, and marketing in general. Today’s era is an internet era where business, marketing and even advertising have all adopted the features of digital platforms. Business, marketing, and even advertising have adopted a digital platform in the Internet era of the present day. Advertising has a lengthy history of evolution, beginning with the promotion of goods via wall painting and culminating with this digital platform. This section traces the evolution of advertising from the beginning of ancient civilization to the invention of the printing press in the world and, in particular in India. Even though advertising has several positive effects on business, the economy, and society as a whole, it is often criticized for promoting materialism, being misleading, bad in taste or offensive to certain groups. At the end of the chapter, some of the most common reasons why advertising is criticized in the modern day have been presented.

This chapter explains the different types of advertising used by advertisers to reach potential consumers. Advertising is an effective form of communication for companies to promote products, goods, and services. There are numerous ways to advertise your brand and products based on the level of their effectiveness to reach different audiences. Whatever the medium is, all types of advertising have two major goals: (a) to promote products and (b) to persuade/influence consumers to buy them. Which type of advertising the company will choose, depends on numerous factors such as its need, objectives, budget, target audience and so on. Today companies have multiple options in advertising for the promotion of their brands. With the introduction of the internet, numerous digital platforms have opened for advertising to easily connect with the target audience. One of the major advantages of digital advertising is that the success of an ad campaign can be tracked in real-time. The traditional form of advertising (print, TV, radio, outdoor) has its benefits. Companies can use either traditional or digital advertising or both for maximum benefits. This chapter discusses what the various medium of advertising is and what are the benefits and limitations of each medium.

This chapter addresses an important form of advertising known as public service advertising which is widely used by developing nations for social awareness. In previous chapters, you have learned about different types of advertising. In marketing, advertising comes under promotion strategy which aims to promote brands and create a favourable attitude by highlighting the features and advantages that are intended to fulfil the needs of the target consumer. But the use of advertising is not only limited to commercial purposes. The persuasive nature of advertising is widely used in India as a tool for social awareness which you are familiar with the name public service advertising. By addressing social issues, advertising campaigns contribute to the growth of the country. As mentioned by David Ogilvy (1984), father of advertising- Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences. Advertising justifies its existence when used in the public interest—it is too a powerful tool to use solely for commercial purposes. Public service ads serve as an effective tool to educate the community about important topics be it social, health or environmental issues. For years public service advertising is used in India to address public issues and for promoting behavioural change. In this chapter, you are going to learn about the needs and importance of public service advertising from an Indian perspective.

This chapter broadly discusses the objectives and process of the advertising campaign and important factors that should be decided first while designing it. When a customer sees an advertisement with an outstanding story and execution that leaves an impression on his or her mind, it is the result of many creative people who are part of an advertising campaign. Campaign planning is a very crucial step in advertising to achieve the desired business goals. The chapter gives an overview of the various steps involved in campaign planning. The most important task of advertising is to attract the attention of the customers towards the brands, products, or services they are promoting. Not only to attract new customers but also to retain the existing ones. Targeting customers is a continuous process. It goes on even if the business is doing well. And this is the part where the advertising campaign plays its role. A single advertisement may not be enough to get the desired outcome. But with an advertising campaign, the brand can develop a comprehensive plan, strategy, and steps to achieve specific goals with proper targeting, by using the right channels and with proper execution and evaluation. A successful advertising campaign relies heavily on creativity and media channel. A unique advertisement is remembered for a longer period than an ordinary one. From market research to the selection of media, advertising campaign planning involves a series of steps before the actual advertisement is launched on mass media. Research and creativity are integral parts of an ad campaign. Research determined the effectiveness of the campaign. Creativity helps in designing advertising messages and campaign themes. Advertisers usually approach advertising agencies for campaign planning. By understanding their client's needs, budgets and various other factors, advertising agencies decide to create an ad campaign to be launched in the media. In addition, selecting the right media is crucial for reaching the intended audience. This chapter aims to provide an overview of how an ad campaign is planned and executed in media to reach the target audience.

This chapter focused on advertising agencies that indulge in designing, organizing and managing advertisements for other businesses and organisations. Advertising agencies are primarily concerned with developing the most effective means of communication to achieve business objectives, such as increasing sales or brand awareness. The world of advertising cannot function properly without the working of an advertising agency. Though the practice of advertising initially in the time of Ancient Rome and Egypt, the credit to start the first advertising agency went to Volney B. Palmer, who started the first advertising agency in Philadelphia in 1841. He was the first advertising agent who bought newspaper spaces at much discounted rates and resold them to the advertisers at higher rates, thus starting the business of space selling and introducing the term ‘Agent’. Though his service was only limited to media selection, it did not involve copywriting. Parmer used his knowledge and skills to access newspaper space for his clients during that time. Many agents got inspired by it and started the business of advertising agency. The service of advertising agencies also grew simultaneously with the growth of advertising worldwide. Today we have many top leading advertising agencies working across boundaries. For example, McCann Erickson has 144 branches in 67 countries. As per IBISWorld—Industry Market Research, Reports, & Statistics, there are 428,744 Global Advertising Agencies businesses as of 2023 in the world. The chapter’s goal is to explain how advertising agency functions and what kind of services they offer to the companies/brands that hire them for their advertising campaign needs.

This chapter explains how advertising works by incorporating various models and theories. Advertising in its simplest sense refers to communication that promotes sales. By looking at the various process of advertising from creating awareness to initiating purchase behaviour, advertising is sometimes no longer seen as a communication tool the only motive is to promote a product. Advertising creates a perception about the brand, builds brand image and a lot more. Advertising is a broad and complex process. It is important to overview the models and theories that are related to advertising to understand the philosophical and practical aspects of advertising. Advertising is divided into two broad categories, commercial advertising and non-commercial advertising (public service advertising). Both forms of advertising are different from one another where the former aims to sell a product and the latter aims to create awareness of social issues and modify behaviour for the well-being of the people. Therefore, the chapter explains models and theories of advertising for a better understanding of the advertising process.

This chapter gives an overview of conducting research in the field of advertising. Research is very vital for any business entity and companies. But when it comes to creative field like advertising research plays a significant role in producing creative content that instantly grab the attention of its incidence. Creativity is the heart of advertising while research is the backbone of advertising. Without appropriate research, even creativity also fails. Advertising promotes products and brands to increase sales of the advertised products or brands. Without proper research, it is difficult to achieve advertising goals and objectives. Research helps to understand the nature of potential target consumers very well. It is extremely needed to identify prospective consumers and to understand their buying behaviour. What influence them to prefer one product over the other product of the same category? The answer to this question lies in research. Research is also important to evaluate the effectiveness of the ad. It is also vital to find out the result of the efforts put into the advertising campaign. Advertisers spend a lot of money on advertising every year. Because of this, it is important to evaluate how well the advertising copy and the final ad work to influence consumers and get a good response to the advertised products. Marketers have a firm belief that the process of advertising that is not backed by research activities is a waste of time and effort. Research activities in advertising are usually performed by advertising agencies on the demand of their clients. There is an individual department that only deals in research activities about planning, preparation, placement and evaluation of advertising campaigns. In this chapter, we are going to learn about the basics of advertising research and what techniques and methods are involved in advertising research. This chapter's objective is to provide both theoretical and practical knowledge of advertising research. A case study of the Beti Bachao Beti Padhao (BBBP) (Save daughter, educate daughter.) advertising campaign is provided at the end of the chapter to demonstrate how post-test research in advertising is conducted.