A business approach or philosophy that focuses on identifying and meeting the stated or hidden needs or wants of

customers. See also product orientation and sales orientation.

Advertising simply put is telling and selling the product. Advertising Management though is a complex process of
employing various media to sell a product or service. This process begins quite early from the marketing research
and encompasses the media campaigns that help sell the product. Without an effective advertising management
process in place, the media campaigns are not that fruitful and the whole marketing process goes for a toss. Hence,
companies that believe in an effective advertising management process are always a step ahead in terms of selling
their goods and services.
As mentioned above, advertising management begins from the market research phase. At this point, the data
produced by marketing research is used to identify what types of advertising would be adequate for the specific
product. Gone are the days when there was only print and television advertising was available to the manufacturers.
These days apart from print and television, radio, mobile, and nternet are also available as advertising media.
Advertising management process in fact helps in defining the outline of the media campaign and in deciding which
type of advertising would be used before the launch of the product.
If you wish to make the advertising effective, always remember to include it from the market research time.
!arket research will help to identify the niche segment of the population to which the product or service has to be
targeted from a large population. t will also identify why the niche segment would opt for the product or service. This
information will serve as a guideline for the preparation of advertising campaigns.
"nce the niche segments are identified and the determination of what types of advertising will be used is done, then
the advertising management focuses on creating the specifics for the overall advertising campaign. f it is a radio
campaign, which type of ads would be used, if it is a print campaign, what write ups and ads will be used, and if it is a
television campaign, what type of commercials will be used. There might also be a mi# and match advertising in
which radio might supplement television advertising and so on. t is important that through advertising management
the image is conveyed that all the strategies complement each other. t should not look to public that the radio
advertising is focusing on something else while television on something else. The whole process in the end should
benefit the product or service.
The role of people designing the advertising campaign is crucial to its success. They have been trained by seasoned
professionals who provide the training in the specific field. $esigning an advertising campaign is no small a task and
to understand the consumer behavior from the data collected from market research is a very important aspect of the
campaign. A whole lot of creativity and inspiration is required to launch an adequate advertising campaign. n
addition, the management skills come into play when the work has to be done keeping the big picture in mind. It
would be fruitful for the company if the advertising campaign lasts well over the lifetime of a product or
service, reach the right customers, and generate the desired revenue.
Classification of Advertising
%. Print Advertising - The print media has been used for advertising since long. The newspapers and
maga&ines are quite popular modes of advertising for different companies all over the world. 'sing the print
media, the companies can also promote their products through brochures and fliers. The newspaper and
maga&ines sell the advertising space and the cost depends on several factors. The quantity of space, the
page of the publication, and the type of paper decide the cost of the advertisement. (o an ad on the front
page would be costlier than on inside pages. (imilarly an ad in the glossy supplement of the paper would be
more e#pensive than in a mediocre quality paper.
). roadcast Advertising - This type of advertising is very popular all around the world. t consists of
television, radio, or nternet advertising. The ads on the television have a large audience and are very
popular. The cost of the advertisement depends on the length of the ad and the time at which the ad would
be appearing. *or e#ample, the prime time ads would be more costly than the regular ones. +adio
advertising is not what it used to be after the advent of television and nternet, but still there is specific
audience for the radio ads too. The radio ,ingles are quite popular in sections of society and help to sell the
products.
-. !utdoor Advertising - "utdoor advertising makes use of different tools to gain customer.s attention. The
billboards, kiosks, and events and tradeshows are an effective way to convey the message of the company.
The billboards are present all around the city but the content should be such that it attracts the attention of
the customer. The kiosks are an easy outlet of the products and serve as information outlets for the people
too. "rgani&ing events such as trade fairs and e#hibitions for promotion of the product or service also in a
way advertises the product. Therefore, outdoor advertising is an effective advertising tool.
/. Covert Advertising - This is a unique way of advertising in which the product or the message is subtly
included in a movie or T0 serial. There is no actual ad, ,ust the mention of the product in the movie. *or
e#ample, Tom 1ruise used the 2okia phone in the movie !inority +eport.
3. Public "ervice Advertising - As evident from the title itself, such advertising is for the public causes. There
are a host of important matters such as A$(, political integrity, energy conservation, illiteracy, poverty and
so on all of which need more awareness as far as general public is concerned. This type of advertising has
gained much importance in recent times and is an effective tool to convey the message.
#he newspaper or maga$ine ad should be such that it should compel people to spend money on the
products. This is ,ust what the advertising team does. To create such an ad, the team members work on a concept
and develop the wordings and images of the ad. These wordings and images are then brought together to form the
final ad. Then there are people who deal with the placement of the ad. They have to make sure that if the client has
paid for premium place, they get the desired e#posure. *or e#ample, an ad on the first page will get instant attention
of the reader than the ad on the subsequent pages. 4ikewise, an ad which occupies greater space is likely to get
more attention. All these factors have to be looked into while designing the ad.
Generally speaking, broadcast advertising is radio, television, and Internet advertising. The commercials aired
on radio and televisions are an essential part of broadcast advertising.
The broadcast media like radio and television reaches a wider audience as opposed to the print media. The radio and
television commercials fall under the category of mass marketing as the national as well as global audience can be
reached through it.
The role of broadcast advertising is to persuade consumers about the benefits of the product
"Why You Must STOP Selling To Sell More!"
"Why You Must STOP Selling To Sell More!
Are you fnding it harder to sell and increase sales?
Online consumers are getting smarter and more demanding, and hype is losing out to real alue
rapidly!
Most customers actually hate "eing sold to, "eing treated li#e a num"ered prospect! $ome on, %ould
you li#e that yoursel&?
Similarly, as# yoursel& %hat you %ould %ant yoursel& as your o%n customer, &or some insights into their
mindsets!
To gain an edge oer your competitors, you need to aoid using the same old hardcore selling tactics
on your customers!!you need to STOP selling to them, and use a di'erent approach &or "etter
response!
The di'erentiation comes in proiding them %ith more alue and serice!!!%hile recommending your
o'ers in tact&ully!
This "uilds "etter trust and credi"ility %hich lead to "etter sales results! (ere are some ideas!!!
) *ie them an education "y o'ering &+ree ecourses, e"oo#s, tools, or ,uality content on your %e"site!
) Proide mentorship, coaching or support to your customers! Ma#e it a continual relationship instead
o& a one-time transaction!
) Start an e.ine and re%ard your su"scri"ers %ith alua"le resources, articles and in&ormation!
) *ie samples o& your product or serice! /0amples include demo share%are, e"oo# samples,etc!
) Al%ays "e customer-sericed &ocus! Ans%er all emails, pre&era"ly %ithin 12 hours and #eep the
customer happy!
) 3e pro&essional and polite at all times!!!respect %ill "eget respect!
) 4eep them +entertained+!!!people o&ten "uy not &or the need o& the product, "ut &or the &eeling it
creates &or them!
/o#ing your customer+s emotions is one o& the most po%er&ul &orms o& su"liminal adertising!
The a"oe are 5ust some %ays you can underta#e!
The &ocus is on "eing di'erent, giing alue, and creating credi"ility!!!an approach your customer %ill
loe you &or!
!arketing 5 Advertisement
You will often find that many people confuse marketing with advertising or vice versa. While both
components are important they are very different. Knowing the difference and doing your market
research can put your company on the path to substantial growth.
False advertising is any type of promotion that deceives consumers. Even advertising that only has
the potential to be misunderstood by consumers may be considered deceptive. In most cases,
false advertising leads the consumer to believe that he is somehow profiting from a purchase. He
may think he is getting a good deal, saving money, or buying something that will perform in a
specific manner, but actually, the advantage is all on the side of the advertiser. Any potential
benefit to the consumer is usually non-eistent.
Indian ad market to grow by 7.8 per cent in 2013: Magna
Global
Television and print will contribute over two-thirds of all ad revenues
generated in India in 2013.
The advertising market in India is expected to grow by 7.8 per cent in 2013, with teevision and
print contrib!ting over two"thirds o# a reven!e, as per $agna %oba&s advertising #orecast.
'ccording to the #orecast, digita media wi grow by 31 per cent, #aster than any other category,
with mobie and video o!tgrowing traditiona dispay. Teevision wi grow by (.( per cent.
)hie print&s story is sti reevant in India and wi contin!e, the newspapers category expanding
in ang!age and regiona pockets is estimated to grow ( per cent* maga+ines, however, wi
remain #at.
,adio and o!t o# home advertising wi grow by 8 per cent in 2013. )ith the investment cimate
expected to warm !p and demand #rom externa economies backed by soid domestic
cons!mption, $agna #orecasts the advertising reven!e to grow 11.- per cent in 201..
The Indian economy experienced its worst near decade sowdown in 2012, with rea %/0
growing by ..0 per cent as compared to 7.7 per cent in the previo!s year 1so!rce I$23.
/owngrading o# the economic o!took by rating agencies hampered the investment cimate. The
government took some meas!res to red!ce s!bsidies, opened !p 2/I in retai and panned to
introd!ce targeted s!bsidy thro!gh direct cash trans#er to c!t expendit!re. 4owever, the impact
o# these re#orms remains !ncertain in the short to medi!m term. In its 'pri report, I$2 #orecast
5.7 per cent o# rea %/0 growth this year and (.2 per cent in 201..
Magna's Global orecast
$agna %oba predicts the goba advertising market to grow by 3.0 per cent this year, to 6.8(
biion, th!s sowing down #rom 2012 1by 3.- per cent3, and then acceerate by (.1 per cent in
201., to 6515 biion. 7ompared to $agna&s previo!s #orecasts, p!bished in /ecember 2012,
this represents a sma downgrade #or 2013 10.1 per cent3 and a sma increase #or 201. 10.1 per
cent3. $agna&s anaysis covers ad market conditions in 73 individ!a markets, adding three new
markets this time8 9ri :anka, 0akistan and ;enya.
The predicted acceeration in ad reven!es is in ine with expectations o# acceerated economic
growth in the second ha# o# 2013 and thro!gho!t 201.. In its 'pri 2013 report, the I$2
predicted 2013 rea %/0 growth to reach 3.3 per cent gobay and to acceerate to ..0 per cent in
201.. 'tho!gh the economic #orecast is sti modest #or deveoped markets 11.2 per cent and
then 2.2 per cent growth3 and #or <!rope in partic!ar 10 per cent and then =1.3 per cent3, it wi
in many cases bring the economic environment to the point where b!siness growth triggers not
ony ad spend growth b!t, in some markets, #aster"than"%/0 growth. In markets where marketers
have been ca!tio!s, they may at ast switch #rom optimisation mode to expansion mode.
/igita media wi contin!e its do!be"digit growth in 2013, as ad reven!es wi increase 13.. per
cent to 6113.( biion. %rowth wi be driven by search 11..( per cent to 652 biion3, video 121
per cent to 6(.( biion3, mobie #ormats 15. per cent to 612 biion3 and socia #ormats 13-.( per
cent to 68.2 biion3. >ther #ormats wi barey grow, and act!ay decine in many markets d!e to
the commoditisation and de#ation o# dispay inventory, the #orecast reveas.
Teevision advertising growth wi sow down in 2013 d!e to the absence o# goba teevised
events. 2oowing a 5 per cent growth in 2012, ad saes wi grow by ony 2.0 per cent to 61-(.5
biion, b!t T? remains the eading media category 1.0 per cent market share3 ahead o# digita.
0rint #ormats contin!e their decine8 in 2013, newspaper ad reven!es wi decine by 3.3 per cent
and maga+ine reven!es by 5.1 per cent to a combined 6110 biion 1a 23 per cent market share3.
,adio advertising wi grow by 1.1 per cent to 632.5 biion and o!t o# home media reven!es wi
increase by 2.- per cent to 632.( biion
)ith s!stained growth o# the Indian economy d!ring the ast two decades, there has been a
constanty increasing yearning #or a better i#estye among Indian peope. This yearning has been
catay+ing cons!merist desires. 'dvertising ind!stry has been both a catayst and bene#iciary o#
these desires as the ind!stry has been on a contin!o!s growth tra@ectory with ony temporary
sowdowns at times.
'ccording to I$',7 %ro!p, one o# the wordAs eading research and advisory #irms, with the
Indian economy on a contin!o!s growth path #or many more years to come, prospects o# the
advertising ind!stry are bright. 'tho!gh the ind!stry is expected to maintain its c!rrent growth
moment!m, the pace o# growth o# vario!s segments o# the ind!stry wi di##er signi#icanty #rom
one another. )e expect growth rates in newer segments ike mobie or internet advertising to be
s!bstantiay higher as compared to traditiona segments ike print or eectronic media.
I$',7As new report entited !Indian "d#ertising Market $eport % &orecast: 2012'201()
provides an anaytica and statistica insight into the Indian advertising ind!stry aong with its
vario!s segments and s!b"segments. The st!dy that has been !ndertaken !sing both desk"based
and B!aitative primary research has anay+ed vario!s aspects and provides a comprehensive
!nderstanding o# the Indian advertising market. The report can serve as an exceent g!ide #or
investors, researchers, cons!tants, marketing strategists, media panners, advertisers, radio and
teevision broadcasters and a those who are panning to #oray into the Indian advertising market
in some #orm or the other.
*ey "spects "naly+ed:
,nderstanding t-e Indian ad#ertising market
&oc.s o t-e "nalysis:
7omposition o# the market
$a@or payers
9)>T anaysis o# the ind!stry
4istorica growth trends and driving #actors
$arket o!took
/ele#ision ad#ertising market
&oc.s o t-e analysis:
'n overview o# the teevision broadcasting ind!stry
'naysis o# vario!s s!b"segments with their per#ormance
$a@or ind!stries that !se teevision as an advertising medi!m
$a@or companies that !se teevision as an advertising medi!m
4istorica growth trends and driving #actors
$arket o!took
0rint ad#ertising market
&oc.s o t-e analysis:
'n overview o# the print advertising ind!stry
'naysis o# vario!s s!b"segments with their per#ormance
$a@or payers in each segment and their per#ormance
$a@or ind!stries that !se print as an advertising medi!m
$a@or companies that !se print as an advertising medi!m
4istorica growth trends and driving #actors
$arket o!took
$adio ad#ertising market
&oc.s o t-e analysis:
'n overview o# the radio advertising ind!stry
,adio istenership across the co!ntry
$a@or ind!stries that !se radio as an advertising medi!m
$a@or companies that !se radio as an advertising medi!m
4istorica growth trends and driving #actors
$arket o!took
Internet12n'line ad#ertising market
&oc.s o t-e analysis:
'n overview o# the InternetC>n"ine advertising ind!stry
?iewership o# vario!s websites
$a@or ind!stries that !se internet as an advertising medi!m
$a@or companies that !se internet as an advertising medi!m
4istorica growth trends and driving #actors
$arket o!took
Mobile ad#ertising market
&oc.s o t-e analysis:
'n overview o# the mobie advertising ind!stry
?ario!s #orms o# mobie advertising
$a@or ind!stries that !se mobie as an advertising medi!m
$a@or companies that !se mobie as an advertising medi!m
4istorica growth trends and driving #actors
$arket o!took
2.tdoor ad#ertising market
&oc.s o t-e analysis:
'n overview o# the o!tdoor advertising ind!stry
'naysis o# vario!s s!b"segments with their per#ormance
$a@or ind!stries and companies that !se o!tdoor advertising as an advertising medi!m
4istorica growth trends #or each s!b"segment and driving #actors
$arket o!took #or each s!b"segment
Inormation 3o.rces:
In#ormation has been so!rced #rom both primary and secondary so!rces8
0rimary so!rces inc!de ind!stry s!rveys and #ace to #aceCteephone interviews with
ind!stry experts.
9econdary so!rces inc!de proprietary databases and search engines. These so!rces
inc!de company websites and reports, books, trade @o!rnas, maga+ines, white papers,
ind!stry portas, government so!rces and access to more than .000 paid databases.