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Overview of Advertising Management

Last updated: October 6, 2008

Learning Objectives
1.	To understand the meaning and purpose of advertising
2.	To examine advertising elasticity as a means for understanding when to assign additional resouces to advertising.
3.	To review the functions that advertising can perform.

I.What is Advertising?

A. Key elements of the definition

 

B. Magnitude of Advertising

II. What are the primary functions of advertising?- A quick review. We discussed these functions previously.

A. Informing:

B. Persuading

C. Reminding

D. Adding Value

E. Assisting Other Company Promotional Efforts

III. The advertising management process

A. Advertising Strategy

B. Strategy Implementation

C. Assessing Effectiveness

IV. Advertising elasticity versus Price elasticity:

A. Elasticity:

 

B. Strategies

 

1. Status Quo

2. Image Enhancement

3. Discount

4. Differentiated or Seasonal

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