Advertising is the practice of ‘telling and selling’ a product or service. Advertising Management, likewise, is a process of using various media to sell a product or service.
Advertising Management – Objectives
There are mainly 5 words that summarise the objectives of advertising:
What: What is the role of your advertising campaign in your overall marketing effort?
Who: People responsible for setting advertisement objectives, deciding the objectives, coordinating the process and who is the target audience?
Why: Why do you need to advertise? What evidences and evaluations are involved?
How: how will you put advertising into practise to achieve the set objectives?
When: Schedule to implement various parts of the campaign and expected time of the response.
Advertising Management Models
In order to make profit through your advertising campaigns, you should have a clear understanding of how it functions by using a particular media. For this, various models are available to help you understand about consumer responses, their emotions, approaches, etc. Some of these models are:
- AIDA Model: Developed in early 1920’s, this model revolves around the Attention, Interest, Desire and Action of the consumers. The AIDA model explains that any advertising campaign should attract attention, win interest, trigger a desire and results in an action of consumers.
- Five Stage Model: This model was given by rural sociologists in the 1930s. It suggested five stages in any advertising process: Awareness, Interest, Evaluation, Trial and Adoption.
- Six Stage Model: This model emphasized more on Awareness, Knowledge, Liking, Preference, Conviction, and purchase. It involves cognitive evaluations before the buying step. It also takes into account the extent of competition in the market.
- DAGMAR Model: The above models we discussed belong to a class, called the “hierarchy of effect” model. However, in the 1950s, another model came into practise – the DAGMAR. The acronym stands for Defining Advertising Goals for Measured Advertising Results. These are basically the stages through which the potential customer has to move through. These stages are: Unawareness, Awareness, Understanding of the offer, Conviction, and Action.
Process of Advertising Management
The process of advertising management begins before the marketing research and includes media campaigns, which aid in selling the product.
While there are various ways to advertising, media campaigns are not very fruitful in the absence of effective advertising management.
At the initial stage of advertising management, the data produced as the outcome of marketing research is used to determine the types of advertising required for a specific product. With an advertising management process, organizations find it easy to define the outline of the media campaign. In addition, it also helps them in deciding the type of advertising to be used before the product launch.
Advertising Management is a complex task and it takes a lot of inspiration and creativity to launch an effective and successful advertising campaign. Further, only by keeping the big picture in mind, the management skills come into play. If the advertising campaign of a company works well for long, reaches the right customers, and produces the expected revenue, it is said to be fruitful for the company.
To make the advertising effective, make sure to include it from the market research time. With market research, companies can identify:
- The niche of the targeted population
- Reasons for potential segment to opt for the product or service.
Organizations can use these findings to prepare for advertising campaigns. After procuring this information, the advertising management works on creating the specifications for the entire advertising campaign. For instance, if the campaign is to be run on radio, what all ads would be used, etc. should be determined prior to the launch.
“Customers” or the end users play a vital role in designing the advertising campaign. After all, advertising is all about customers only. Hence, their consideration is important in campaign’s success.