What is Advertising? And What are its Benefits?
Advertising is, perhaps, the most visible and obvious aspect of marketing. Yet it is also one of the least written about. In my 956-page copy of the Principles of Marketing (4th Ed), advertising gets just 24 pages (less than 3% of the book). Indeed, for many people, their perceptions of the ad industry were shaped by the TV series Mad Men.
So, what is Advertising? And what are its Benefits?
We’ll talk about all of the essential aspects of marketing in the videos that follow:
🎬 Planning an Advertising Campaign: Campaign Objective and Budget https://youtu.be/cVk1N0CedK0
🎬 Advertising Agencies: What They Offer and How to Select and Brief Them https://youtu.be/5l1Z8EUf8l8
🎬 The Creative Process: Developing, Writing, and Producing an Advert https://youtu.be/9-Fn_7-hg2M
🎬 Top 20 Strategies for Persuasive Ad Copy https://youtu.be/P3JWveZwso4
🎬 All of the Advertising Media I Can Think of https://youtu.be/Eixco65Q3rQ
🎬 Media Buying: The Three Stages https://youtu.be/1-XHc2N-xvw
🎬 Advertising Campaign Monitoring & Evaluation https://youtu.be/x4jydb5wUL0
Watching this video is worth 1 Management Courses CPD Point*.
🔎 See below for details
Marketing for Managers
This video is part of course module number 8.3.5
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 5: Advertising
LESSON NOTES
Advertising is any paid form of presentation of your goods or services to a large audience through a mass medium. The intention is to promote the product or service and influence the people to whom the advertising is targeted.
The goals of advertising are commonly to:
1. Drive sales
2. Provide information
3. Prompt action
4. Increase brand awareness
5. Enhance reputation
The advertising industry has a whole ecosystem of disciplines and professions, such as:
• Researchers
• Creative thinking/writing
• Copywriting
• Design
• Ad Buying / Media Buying
• Targeting
• Analytics
• Project management / Campaign management
• Video production
RECOMMENDED EXERCISE
Pay attention to the advertising around you…
1. What forms of advertising are you aware of? (1 MC CPD Point)
2. How do the adverts get their message across? What different methods do they use? (2 MC CPD Points)
3. How do you think you would run your own advertising campaign? (2 MC CPD Points)
DOWNLOADS
Free Resources
🧰 CPD Tools – https://gum.co/MC-CPD
Paid resources
🧳 Management Courses Onboarding Kit – https://gum.co/MC-ObK ($3)
RECOMMENDED READING
📖 Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
📖 Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
📖 Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
📖 For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO
⭕️ Links to our book recommendations are affiliated through Amazon
Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)
MANAGEMENT COURSES CONTINUING PROFESSIONAL DEVELOPMENT (CPD) POINTS
You can record your Management Courses CPD points on our free, downloadable CPD record log.
📓 Download it at: https://gum.co/MC-CPD
Each video has two levels of MC CPD points. For this video:
– If you simply watched the video, record 1 MC CPD point
– If you also carried out all of the recommended exercises, score a total of 6 MC CPD points
#Marketing #ManagementCourses #Advertising
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