Advertising Management and Practice.

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Advertising Management and Practice N5025

Individual Coursework

University of Greenwich

Advertising Management and Practice


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.


Reference List                                                                           16

Bibliography                                                                         17


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. There is immediate feedback and two-way communications and presentations can be tailored to the prospect’s needs. However, Personal Selling is high cost per contact and has the inability to reach some customers as effectively.

Public Relations has a relatively low cost, it is effective because it is not seen as a commercial message, it has credibility and implied endorsements (e.g., articles by travel critics), it has prestige and impressiveness of mass-media coverage (e.g., feature articles) there can be added excitement and dramatization and has maintenance of a public presence. However, difficulties in arranging consistent coverage of the destination can occur and there can be a lack of control over what is printed or said.

A sales promotion has the ability to acquire quick feedback, to add excitement to what is being offered by the destination, flexible timing and efficiency. On the other hand, many sales promotions only provide short-term benefits it has been criticised as being ineffective in building long-term loyalty for the destination and often misused by tourism and hospitality organizations (e.g. coupons).

A brand is created by all elements in the marketing mix working together, consistently, to create a clear prejudice in its favour among its customers. In other words, a brand has a place in people’s minds, as a brand, whereas a mere product is simply a way of fulfilling a physical need. In a competitive economy, there is a clear theoretical advantage in being a brand. Diagrammatically, being a brand is quite a simple concept (White 1993). All the parts of the marketing mix, as a consistent group, contribute their share to the product, to help build up a favourable prejudice among its actual and potential customers as shown in Figure 1 (page 5).

Figure 1        How a brand fits together

(White, 1993:5)

Much of the marketing strategy is concerned with communication. Advertising is a specialised form of communication because in order to satisfy the marketing function it has to do more than inform. It has to persuade people to complete the marketing strategy, which is designed to sell at a profit what the marketing department believes people are willing to buy. Advertising has to influence choice and buying decisions.

Advertising fulfils different roles

  • Want Conception


  • The activation of latent needs and wants
  • Want Development

Identify new uses for product

  • Want Focus

Establish parity between product and consumer need

  • Want Satisfaction

Reinforce purchase decision

(Yeshin lecture2 2003:1)

Creativity and media are the two essential requirements for effective campaigns. Creativity to attract and win the attention, the interest and eventually the action of consumers, and the most cost-effective choice and use of countless media, are the characteristics of successful advertising. All this calls for interaction between the three sides of advertising: the advertiser, the advertising agency and the media owner.

Advertising serves many purposes and many advertisers, from the individual who places a small classified advertisement in the local newspaper to the big financier who uses networked television to sell popular brands to the nation’s millions. Anyone can be an advertiser and advertising touches everyone.

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According to Broadbent (1989), advertising is usually the major contributor to branding. It differentiates between similar products. Its effects can be seen most clearly in the elements of the brand that can have come only from advertising, or when changes in the brand image are associated with changes that has been made in the content of the advertising.

The brand image is a mass of great momentum, which is slow to alter direction. True marketers have the instinctive and correct feeling that the brand is their most valuable property, that it will evaporate slowly unless supported, and ...

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