advertisement management
Post on 12-Dec-2014
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A PRESENTATIONON
INTERGRATED MARKETING COMMUNICATION
Presented By Bimlesh Kumar
MBA 2nd yr
What’s IMC
Integrated marketing communications is an approach used by organizations to brand and coordinate their marketing efforts across multiple communication channels.
Challenges in IMC
Lead Generation
Target Audience
Content Marketing
Social Media
Latest Marketing Trends
Increasing ROI
Advertising Management
The Advertising Management Option is designed to develop decision-making and analytical skills in the functional areas of marketing communications.
Meaning of Advertising
Advertising is an activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media.
Definition of Advertising
According to Richard Buskirk, “Advertising is a paid form of non-personal presentation of ideas, goods or services by an identified sponsor."
Nature of Advertising
Does the product possess unique, important features to
focus on Unique Selling Point (USP)
Are the hidden qualities important to the buyers
Is the general demand trend for the product adequate
Is the market potential for the product adequate
Is the competitive environment favorable
Is the organization able and willing to spend the
required money to launch an advertising campaign
Scope of Advertising
Standardized products
Products aimed at large markets
Products that have easily communicated
features
Products sold through independent
channel members and/or are new.
Classification of Advertising
A) Classification on the basis of function
B) Classification on the basis of region
C) Classification on the basis of target market
D) Classification on the basis of
desired responses
E) Classification on the basis of the media used
in advertisement
A) Classification on the basis of function
Informative advertising
Persuasive advertising
Reminder advertising
B) Classification on the basis of region
Global advertising
National advertising
Regional advertising
Local advertising
C) Classification on the basis of target market
Consumer product advertising
Industrial product advertising
Trade advertising
Professional advertising
Financial advertising
D) Classification on the basis of desired responses
Direct action advertising
Indirect action advertising
Surrogate advertising
E) Classification on the basis of the media used in advertisement
Audio advertising
Visual advertising
Audio-visual
Written advertising
Internet advertising
Verbal advertising
Types of advertising
Newspaper
Magazine
Radio
Television
Directories
Billboards
Online
Advertising appropriation
Advertising appropriation is an important
concept in marketing which mainly
focuses on advertising expenditure or
budget and their proportion with total
marketing budget or expenditure.
“Advertising appropriation is that part of
total marketing expenditure of budget that
is allocated for advertising for a specific
period of time. It also can referred as
advertising budget”
Thank You…
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