WHAT IS ADVERTISING ?

Advertising is a non personal form of promotion that is delivered through selected media outlets that,under most circumstances,require the marketer to pay for message placement. Advertising has long been viewed as a method of mass promotion approach presents problems since many exposed to an advertisingmessage may not to be within the marketers target market ,and thus,may be an inefficient use of promotional funds.However ,this is changing as new advertising technologies and the emergence of new media outlets offer more options for targeted advertising.

Advertisng also has a history of being considered a one-way form of marketing communication where the message reciever(i.e. target market) is not in position to immediately respond to the message (e.g. seek more information).This too is changing. For example ,in the next few years technologies will be readily available to enable a televison viewer to click a button to request more details on a product seen on their favourite TV program. In fact ,it is expected that over the next 10-20 years advertising will move away from a one-way communication model and become one that is highly interactive

Another characteristic that may change as advertising evolves is the view that advertising does not stimulate immediate demand for the product advertised.That

is,customers cannot quickly purchase a product they see advertised.But as more media outlets allow customers to interact with the messages being delivered the ability of advertising to quickly stimulate demand will improve Spending on advertising is huge .one often quated statistic by market research firm Zenithoptimedia estimates that worldwide spending on advertising exceeds (US) $400 billion. This level of spending supports thousands of company and millions of jobs .In fact ,in many countries most media outlets,such s television, radio and newspaper, would not be in business without revenue generated through the sale of advertising. While worldwide advertising is an important contributor to economic growth, individual marketing organizations differ on the role advertising plays. For some organization little advertising may be done, instead promotional money is spent on other promotion options such a personal selling through a sales team.for some smaller companies advertisng may consist of occasional advertisement and on avery small scale,such as placing small ads in the classified section of a local newspaper

But most organizations ,large and small ,that rely on marketing to create customer interest are engaged in consistent use of advertising campaigns,which involve a series of decision for planning,creating,delivering and evaluating an advertising effort

ADVERTISING DECISION
Delivering an effective market message through advertising requires many different decisions as the marketer develops their advertising campaign. For small campaigns , that involve little creative effort, one or a few people may handle the creation and placement of advertisements that appear on the internet .new services Have even made it possible for a single person to create advertisement that run on local television. For instance ,a company called spot runner allows users to select from a list of high quality television ads that can be customized and then placed within local cable television programing.

For largercampaigns the skills needed to make sound advertising decisions can be quite varied and may not be easily handled by a single person.While larger companies manage some advertising activities within the company,they are more likely to rely on the assistance of advertising professional, Such as those found at advertising agencies, to help bring their advertising campaign to market.

ADVERTISING AGENCY FUNCTIONS

Account Management : Within an advertising agency the account manager or account executive is tasked with handling all major decisions related to a specific client. These responsibility include locating and negotiating to acquire clients such as large consumer products companies, an advertising agency may assign an account manager to work full-time with only one client and possibly, with only one of the clients product lines .for smaller accounts an account manager may simultaneously manage several different , though non-completing, accounts Creative Team: The principle role of account managers is to manage the overall Advertising campaign for a client, which often includes delegating selective tasks to specialists. For large accounts one task account managers routinely delegate involves generating ideas ,designing concepts and creating the final advertisement, which generally becomes the responsibility of the agencys creative team .An agencys creative team consists of specialists in graphic design ,film and audio production, copywriting, computer programming and much more. Researchers: Full-service advertising agencies employ market researchers who assess a clients market situation, including understanding customers and competitors, and also are used to test creative ideas. For instance, in the early stages of an advertising campaign researchers may run focus group sessions with

selected members of the clients target market in order to get their reaction to several advertising concepts .Researches are also used following the completion of an advertising campaign to measure whether the campaign its objectives. Media planners: once an advertisement is created, it must be placed through an appropriate, advertising media. Each advertising media .of which there are thousands, has its own unique methods for accepting advertisements .such as different advertising cost structures (i.e. what it costs marketers to place an ad) different requirements for accepting ad designs (e.g. size of ad) different ways placement can be purchased (e.g. direct contact with media or through third party seller), and different time schedules (i.e. when ad will be run).understanding the nuances of different media is the role of a media planner, who looks for the best media match for a client and also negotiates the best deals

TYPES OF ADVERTSING
If you ask most people what is meant by type of advertising. Invariably They will respond by defining it in terms of how it is delivered (e.g . television ad,radio ad.etc). But in marketing type of advertising refers to the primary focus of the message being sent and falls into one of the following four categories Product-Oriented advertising Most advertising spending is directed toward the promotion of a specific good, services or idea, what we have collectively labeled as an organisations product. In most cases the goal of product advertising is to clearly promote a specific product to a targeted audience .Marketers can accomplish this in several ways from a low-key approach that simply provides basic information about a product (informative advertising) that may include direct comparison between the marketers product and its competitors offerings (comparative advertising)

However, sometimes marketers intentionally produce product advertising where the target audience cannot readily see a connection to a specific product. marketers of new products may follow this teaser approach in advance of a new product introduction to prepare the market for the

product .for instance one week before the launch of a new product a marketer

may air a television advertisement proclaiming After next week the world will never be the same but do so without any mention of a product or even th company behind the ad.the goal is to create curiosity in the market and interest when the product is launched.

Image advertising Image advertising is undertaken primarily to enhance an organizations perceived importance to a target market .Image advertising does not focus on specific products as much as it presents what an organization has to offer. in these types of ads, if products are mentioned it is within the context of what we do rather than a message touting the benefits of a specific product .image advertisng is often used in situations where an organization needs to educate the targeted audience on some issue. For instance , image advertising may be used in situations where a merger has occurred between two companies and the newly formed company has taken on a new m=name ,or if a company has received recent negative publicity and the company wants to let the market know that they are about much more than this one issue