The word Advertising originated from a Latin word ‘Advertire’. Advertire in Latin means ‘to turn to’ i.e. when anything is brought to the notice of consumers in a public manner.
The term Advertising sounds familiar to anyone it is uttered to because of the reach it has among the mass. Advertisements reach the nook and corner of the world easily acting as the ambassador of brands and products. It is one of the key aspects of the marketing efforts taken by firms who wish to publicize their brand and products.
According to American Marketing Association,
“Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor”
Advertisements are designed target a group of customers rather than individuals. It helps a business to promote their brands and products to the targeted audience with the aim to increase sales, enhance brand value, inform customers about new products, educate customers about product features etc.
Table of Contents:
- Introduction to Advertising Management
- DAGMAR Approach for setting Advertising Objectives
- Advertising Agency
- Planning an Advertising Campaign
- Advertising Copy
- Advertising Appeals
- Advertising Budget
- Creative Strategy
- Media Planning
- Media Plan
- Types of Media
- Advertising Response
- Advertising Response Models
- Sales Promotion
- Recent Trends in Indian Advertising