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Advertising Management and Practice.

Extracts from this document...

Introduction

University of Greenwich Advertising Management and Practice N5025 Individual Coursework Outline the strategic characteristics, which distinguish advertising from the other tools of marketing communications and identify the specific benefits, which derive from the use of advertising Written for: Mr Anthony Yeshin Written by: Patrizia Galeota Deadline date: Wednesday 2nd April 2003 Contents Page Outline the strategic characteristics, which distinguish advertising from the other tools of marketing communications and identify the specific benefits, which derive from the use of advertising. 3-15 Reference List 16 Bibliography 17 Appendix: Spot rates - Virgin FM 18-19 Macro regions 20 Outline the strategic characteristics, which distinguish advertising from the other tools of marketing communications and identify the specific benefits, which derive from the use of advertising "If marketing communications is to be effective, it is vitally important that we move from a situation of specialisation - in which marketers are experts in one area of marketing communications - to people who are trained in all marketing communications disciplines" (Schultz and Kitchen, 1997:7) Integrated marketing provides an opportunity to improve the precision and effectiveness of marketing programmes by handling all aspects of marketing through a single source. An integrated marketing solution uses the most appropriate media and communications techniques to achieve marketing objectives. There is no lead technique and the solution could include any of the following: * Advertising: any paid form of non-personal presentation of ideas, goods, or services by an identified sponsor. * Personal selling: oral conversations by either telephone or face-to-face, between sales persons and prospective customers. * Public relations: to generate publicity through the media by designing programs that involve different activities such as developing a brochure, sponsoring an open house, staging special events, publishing a newsletter, etc. * Sales Promotions: where customers are given a short-term inducement to make an immediate purchase. * Other elements of the communications mix: exhibitions, sponsorships, packaging, and word-of-mouth communications Personal Selling has the ability to close sales, to hold the prospect's attention, to precisely target the prospect and to obtain immediate action. ...read more.

Middle

* Market research provides evidence of motives, preferences and attitudes, which will influence not only the copy platform or advertising theme, but also the choice of media through which to express it. * Naming and branding may be initiated by the advertising department or agency, in addition, plays an important role in advertisement design. * The market segment will decide the tone or style of advertising, and the choice of media. * Pricing can be a vital part in the appeal of the copy, is the product value for money, a bargain or a luxury? * Packaging is a vital aspect of advertising, it is itself a form of advertising, especially at the point of sale, as in a supermarket when the package often has to identify the product and literally sell it off the shelf. * Sales promotion can augment the advertising. * The product image will be projected by advertising and public relations. * Public relations activities help bridge gaps between advertising campaigns, and help maintain long-term brand recognition. There are many ways to advertise products and services. However, the most effective method of reaching the target market must be used. Below are just a few examples of advertising vehicles: * Newspapers * Magazines * Radio * Television * Direct Mail * Yellow Pages * Mail shots * Promotional Items (e.g. pens, pencils, mugs, etc.) * Transit advertising For an advertising campaign to be successful, planning is important for success to occur. This means that objectives need to be identified and planned accordingly. It consists of the development, placement, running, and evaluation of the advertising over time. In addition, it must have a clear, easily remembered message that is communicated in an exciting and memorable way. An effective campaign involves the following steps: 1. Market research and analysis 2. Defining objectives 3. Budgeting 4. Media selection 5. Creative development, unless you have in in-house advertising/marketing staff, you will use outsource this portion. ...read more.

Conclusion

Products can be salient through publicity and innovative advertising schemes, which boost product recognition among consumers. "Why is the market leader often 10 times as big as say the tenth biggest brand? The evidence says that it is not due to brand differentiation. Each brand's customers do not look at their brand as being very different. Instead, what differs is the number of people to whom each brand is salient". (Ehrenberg et al., 1997:7) Advertising is the most powerful tool within the marketing mix in creating an image and the tool most evident in peoples lives, it is everywhere, on till receipts, in newspapers, on the radio, in magazines, on the television, on billboards, on trains, buses etc. Consumers often confuse the other tools as advertising; this tool has massive exposure that can be very hard to ignore completely. Reference List Broadbent Simon. (1989). The Advertising Budget: the advertiser's guide to budget determination. McGraw Hill Book Company. Doyle Peter. (1992). Building Successful Brands: the strategic options. Journal of Product and Brand Management, v1 n4 Ehrenberg Andrew; Barnard Neil; Scriven John. (1997). Differentiation or salience. Journal of Advertising Research, v37 n6 p7(8) Ehrenberg Andrew S. C. (2000). Repetitive Advertising and the Consumer. Journal of Advertising Research, v40 i6 p39 Ehrenberg Andrew; Barnard Neil; Kennedy Rachel; Bloom Helen. (2002). Brand advertising as creative publicity. Journal of Advertising Research, v42 i4 p7(12) Jones John Philip. (1995). Single-source research begins to fulfil its promise. Journal of Advertising Research, v35 n3 p9(8) Jones John Philip (1997). Is advertising still salesmanship? Journal of Advertising Research, v37 n3 p9(7) Ogilvy David. (1983). Ogilvy on advertising. Multimedia Books Ltd. Schultz Don E.; Kitchen Philip J. (1997). Integrated marketing communications in U.S. advertising agencies: an exploratory study. Journal of Advertising Research, v37 n5 p7(12) White Roderick. (1993). Advertising: What it is and how to do it. McGraw Hill, Third Edition, 1993. Wilmshurst John. (1991). The Fundamentals of Advertising. Butterworth Heinemann Ltd. www.virginfm.co.uk Media Pack Main Section Q22001 www.channel4.com Channel 4 autumn 2001 Fact sheets Yeshin Tony (2003). Advertising Management and Practice: lecture notes. Yeshin Tony. (1999). Integrated Marketing Communications 1999-2000. ...read more.

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