The Evolution of Advertising Management
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Management
Management
Introduction
Look at the various advertising campaigns used by Coca Cola through different decades.
1880
1900
1920
1960
1980
2000
2010
Introduction
2010
2000
1980
1960
1920
1900
1880
Objective
Describe in brief the history of Advertising
Explain what is Advertising Management
Describe the Advertising Management Process
Describe the various media options
Differentiate between Left – Right Brain Ads
Explain the Persuasion Process of Advertising
Explain the various Strategies for Demand Generation
Describe the Types of Advertising
Explain what is Global Advertising
Explain what is Relationship Marketing
History of Advertising
In the olden days, there
were three forms of
advertising that were used
prior to the time advent of
the printing press.
They were:
Advertising has long
been used since the
olden days. However,
it was not the same
form of advertising as
seen today.
What is Advertising
The word ‘Advertising’ is derived
from the Latin word, ‘Ad vertere’
which means “to turn to”
Thus, advertising is any paid
form of non-personal
presentation and promotion of
ideas, goods or services by an
identified sponsor
Steps in Advertising Campaign Management
Review communication market analysis
1
Establish advertising portion of IMC
objectives
2
Review advertising budget
3
Select media
4
Prepare creative brief
5
Left – Right Brain Ads
There are two types of ad development approaches used:
Left Brain
Advertisement
•
The “Left brain”
advertisements
are created to
appeal to the
logical, rational
side of brain.
•
The left side of
the brain deals
with numbers,
letters, words,
and concepts
Right Brain
Advertisement
•
The“Right-
brain”
advertisements
are created to
appeal to the
emotional side
of brain.
•
The right side of
the brain deals
with abstract
ideas, images,
and feelings.
Hierarchy of Effects Model -
Defining Advertising Goals for Measured Advertising
Results (DAGMAR)
ManagementStudyGuide.com
Dive into the history and evolution of advertising, explore the concept of advertising management, learn about different advertising strategies, media options, and the persuasion process in advertising. Discover the impact of left and right brain ads, global advertising, and relationship marketing. Unravel the steps in advertising campaign management and gain insights into the various types of advertising.
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Presentation Transcript
Advertisement Management
Introduction 1880 1920 1980 2010 1900 1960 2000 Look at the various advertising campaigns used by Coca Cola through different decades.
Introduction 1880 2010 1920 1980 1900 1960 2000 Do you notice that the style and approach of the campaign has kept on changing over the years? So, what is advertising? Why does it change? What is advertising management? Let us try to understand more about advertising and its management and gain answer to the above questions.
Objective Describe in brief the history of Advertising Explain what is Advertising Management Describe the Advertising Management Process Describe the various media options Differentiate between Left Right Brain Ads Explain the Persuasion Process of Advertising Explain the various Strategies for Demand Generation Describe the Types of Advertising Explain what is Global Advertising Explain what is Relationship Marketing
History of Advertising In the olden days, there were three forms of advertising that were used prior to the time advent of the printing press. They were: Advertising has long been used since the olden days. However, it was not the same form of advertising as seen today.
What is Advertising The word Advertising is derived from the Latin word, Ad vertere which means to turn to Thus, advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor
Steps in Advertising Campaign Management Review communication market analysis Steps in Advertising Campaign Management
Left Right Brain Ads There are two types of ad development approaches used: Right Brain Advertisement Left Brain Advertisement The Right- brain advertisements are created to appeal to the emotional side of brain. The right side of the brain deals with abstract ideas, images, and feelings. The Left brain advertisements are created to appeal to the logical, rational side of brain. The left side of the brain deals with numbers, letters, words, and concepts
Hierarchy of Effects Model - Defining Advertising Goals for Measured Advertising Results (DAGMAR) Hence, DAGMAR Approach is used as a communication task to be accomplished amongst a defined audience in a specified period of time. Let's take a look at the various hierarchical effects that are achieved through DAGMAR. DAGMAR is a hierarchy of effects model that is used to achieve an effect in consumers from unawareness to action .
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