As the business grows, the advertising agency plays a greater role and it must understand the components of advertising, i.e., creative strategy, message formation and its presentation, budget, media and feedback from the target audiance. The integration of the advertising agency with the company is of utmost importance. They must work in unison. It must know the existing share of the company in the market and the marketing objectives. It should know the MIX of the total communication package and a tentative budget.
Advertising planning starts with the plan brief prepared by the advertiser which is reviewed by the agency experts, may include:
The presentation of the Ad is made to the clients and some experts who may suggest or bring changes according to their choice or limitation. The advertiser has a final say in the approval of total advertising programme.
The research helps in making good decisions. Appropriate and trustworthy research raises theefficiency of advertising and more sales and profits research is continuously done. At the beginning research in Marketing and Product is done with the pretesting of the advertisement.
The next step is the selection of the target audience who are users of the product. Third step is the determination of advertising proposition which are based on:
Fourth final step is the advertising evaluation by posttesting of Ad and measuring the effectiveness and quantitatives.
There are situations in which advertising may be required:
There are other situations as well, where advertising is required for making different strategies. Advertising decisions are made in allocating advertising budget, advertising research. The decisions are also made in routine matters, strategies are made to increase the sales, to fight the competition, to attract customers etc. Thus, strategy is an important part of planning and cannot be neglected.
Advertising Management Related Interview Questions
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Advertising Management Tutorial
Advertising And Other Promotional Tools
Process Of Advertising
Strategies For Advertising
Testing For Advertising Effectiveness
Preparation And Choice Of Methods Of Advertising Budget
Ethical And Social Issues In Advertising
Management Of Advertising Agency
Role Of Advertising In National Development
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