Overview advertising management
09/December/2025 10:40
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Below is a clear, structured, exam-oriented overview of the full subject Advertising Management, covering the topics you mentioned: introduction, theories, concepts, elements, planning, media types, advertising agencies, and sales promotion.
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? ADVERTISING MANAGEMENT – COMPLETE OVERVIEW NOTES
These notes are written in simple language, exam scoring format, and cover all major headings.
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1. INTRODUCTION TO ADVERTISING
Meaning of Advertising
Advertising is a paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor.
Features
Paid communication
Non-personal message
Delivered via media
Identified sponsor
Persuasive in nature
Objectives of Advertising
1. Create awareness
2. Generate interest
3. Persuade customers
4. Build brand image
5. Increase sales
6. Educate customers
7. Support sales force and dealers
Functions of Advertising
Marketing function → increases demand
Communication function → informs & persuades
Economic function → reduces per-unit cost
Social function → influences lifestyle, culture
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2. THEORIES OF ADVERTISING
A. AIDA Model
1. Attention
2. Interest
3. Desire
4. Action
Used for designing effective ads.
B. Hierarchy of Effects Model (Lavidge & Steiner)
1. Awareness
2. Knowledge
3. Liking
4. Preference
5. Conviction
6. Purchase
C. DAGMAR Model
Defining Advertising Goals for Measured Advertising Results
Focus on communication objectives, not sales.
D. Maslow’s Hierarchy Theory
Advertising appeals to:
Physiological needs
Safety needs
Social needs
Esteem needs
Self-actualization
E. Stimulus–Response Theory
Advertising acts as a stimulus → customer responds by purchasing.
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3. CONCEPTS OF ADVERTISING
A. Brand Image
Customers’ perception about the product.
B. USP (Unique Selling Proposition)
A special feature that makes your product stand out.
C. Positioning
Creating a distinct place in the minds of consumers.
D. Copy Strategy
Plan of message: what to say and how to say.
E. IMC (Integrated Marketing Communication)
Coordinating all promotional tools: advertising, PR, sales promotion, digital.
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4. ELEMENTS OF ADVERTISING
1. Advertiser
2. Advertising Agency
3. Target Audience
4. Advertising Message
5. Media
6. Budget
7. Feedback
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5. ADVERTISING PLANNING
Advertising planning is the process of deciding the advertising objectives, media, message, budget, and evaluation methods.
Steps:
1. Identify target market
2. Set advertising objectives
3. Budgeting
4. Message design (Copywriting)
5. Media selection
6. Scheduling
7. Execution
8. Evaluation
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6. TYPES OF MEDIA
A. Print Media
Newspapers
Magazines
Advantages: Wide reach, high credibility
Disadvantages: Short life, static
B. Electronic Media
Television
Radio
Advantages: High impact
Disadvantages: Expensive (TV)
C. Outdoor Media
Hoardings
Banners
Transit ads
Advantages: High visibility
Disadvantages: Limited message
D. Digital / Online Media
Social media
Websites
Google ads
Advantages: Targeted
Disadvantages: Ad-blockers
E. Direct Mail
Flyers, brochures
Advantages: Personalized
Disadvantages: Costly per person
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7. ADVERTISING AGENCIES
Meaning
An advertising agency is a professional firm that provides creative, media, research, and marketing services to clients.
Functions
Market research
Creative development
Media planning & buying
Production (design, video, audio)
Digital marketing
Branding
Types
1. Full-service agency
2. Creative boutique
3. Media buying agency
4. In-house agency
5. Specialized digital agency
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8. SALES PROMOTION
Meaning
Sales promotion includes short-term incentives offered to encourage immediate purchase.
Objectives
Boost short-term sales
Introduce new product
Clear old stock
Attract new customers
Encourage dealers & retailers
Consumer Promotion Tools
Discounts
Coupons
Free samples
Buy 1 Get 1
Contests
Loyalty points
Trade Promotion Tools
Dealer incentives
Bonus stock
POP (Point of Purchase) displays
Trade discounts
Sales Force Promotion Tools
Bonuses
Competitions
Incentive trips
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CASE STUDIES (Short, Exam-Friendly)
1. Coca-Cola – Integrated Advertising
Used TV, radio, outdoor, and digital under one theme “Share a Coke”.
Result: Brand recall increased globally.
2. Surf Excel – Emotional Advertising (Positioning)
Positioned as “Daag Achhe Hain” (dirt is good).
Result: Differentiation from competitors.
3. Amazon – Digital Advertising
Used personalized ads, remarketing, and social media.
Result: Huge increase in conversion rate.
