...ADVERTISING MANAGEMENT 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 Internet 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. Market 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...
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...OUR AGENCY: X-TACY ADVERTISING AGENCY Name and Logo: Why this logo? We chose the word, ‘X-tacy’ for the strong desire or impulse that our ads create every time it is seen by anyone which consequently turns them to customers of our client’s product or service. These colors were selected as yellow is the sign for happiness and wisdom, black is the color for mystery and red is the color for love and excitement. The letter ‘X’ is the X-Factor which comes in the customer’s mind when looking at our ads. The pulse defines the customer’s impulse to purchase the product with a mixture of love and the X-factor. The font with the cuts shows the print media that we are specialized for. Punch line: “An Impulse that Lasts for Eternity” Mission Statement “We aim at arousing such a desire and impulse through our advertisements that customers are destined to remember the product, service or company for a lifetime” Objectives: * Our aim is to make our clients feel more than satisfied with our work so that customers feel an impulse and craving for the product that is advertised every time it is seen by them. * To create such an atmosphere for the employees that they feel relaxed and interested in brainstorming their ideas to the full potential. * To create a sharing, caring and homely atmosphere at the same time maintaining healthy competition. How do we capture clients? We capture clients through: * By giving presentation to clients on campaign: The clients give...
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...1.0. Introduction The first joint venture international full service advertising agency to set up in Bangladesh, GABL is today the largest stand alone agency in Bangladesh with billings of USD 6 million in 2006. GABL is a market leader with a dynamic team of young and talented professionals and has won an unprecedented 4 years in a row (2003-2007) the Agency of the year Award, at the Srijan Samman Awards for all Bengali advertising work done in India and Bangladesh. In additional work done for its local as well as multinational corporate has won innumerable local and international Awards and accolades. GABL is a member of the Grey Group owned by WPP. 1.1 Origin of the report This report is based on the Internship program in Grey Advertising Bangladesh Ltd., client servicing department, as a partial requirement of the B.B.A Program. It is a three credit course to complete the B.B.A program of the Institute of Business Administration, Jahangirnagar University. This report has been prepared under the direct supervision of Assistant Professor Mohammad Nazmul Islam. 1.2. Objective of the study Main objective • To depict a clear picture of activities of an advertising agency from the perspective of GREY Advertising Bangladesh Ltd. Specific Objective • To know the total account management process of Grey Advertising Bangladesh. • To identify the role of the functional departments’ of Grey in delivery of service to the clients...
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...HUMAN RESOURCES MANAGEMENT IN ADVERTISING AGENCY Lecturer PhD. Cristina LEOVARIDIS State University of Political and Administrative Studies Bucharest Abstract: The paper presents advertising agencies as a new type of knowledge-based organizations (knowledge-intensive organizations), whose essential resource is its people with their competences, in conditions in which in the present society knowledge is becoming the most important source of competitive advantage for current organizations. Such professional services firms have to practice a particular type of management, focused on their employees, on thier aspirations and satisfaction, therefore the component processes of the human resources management (recruitment, selection, integration, motivation etc.) have a particularly important role in obtaining employees’ loyalty and increasing their performance and consequently in the survival and development of the company. The empirical research used case studies based on in-depth interviews with managers in Bucharest advertising organizations, but also a survey through questionnaire sent by e-mail to advertisers across the country, to provide a clear picture on the characteristics of human resources management in Romanian advertising agencies. Key words: knowledge-intensive organization, advertising agency, human resources management, competences Introduction Nowadays, competition between organizations - becoming more flexible and innovative adhocracies - is "moving" more and...
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... The issue here is about how to treat an extensive advertising campaign cost for reporting purposes in Target Inc. The Controller (CFO), Steve Smith is holds that it should be reported as an expense for the current period, basing his argument on the conservative principle of accounting which had been in place in the company. However, the Vice President and the CEO disagree with him and insists that the expense be reported as part of manufacturing overhead cost until the goods are sold, then can it be recorded as an expense. If it is not treated expensed for the current period, then it will be capitalized and thus will appear only in the balance sheet and not in the income statement. This will indicate a high net income. For financial reporting purposes, the practical problem of how to handle advertising expenditures is both one of measurement and of uncertainty about whether the actual future benefits exits. Until this happens, then can the company know whether to expense it or not. However, if the advertising creates an immediate benefit then it should be expense which is the norm for tax and financial reporting purposes which is the bone of contention in this issue. I think leaders of this company are faced with a situation where their corporate governance principles and their ethical values are put to test especially as it seems that the going is tough and their jobs might be at risk. The extensive advertising of their slow moving inventory is testimony to this fact...
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...International Journal of Business and Management; Vol. 7, No. 13; 2012 ISSN 1833-3850 E-ISSN 1833-8119 Published by Canadian Center of Science and Education Consumers’ Attitude towards Advertising Uchenna Cyril Eze1 & Chai Har Lee2 1 2 Monash University, 46150 Selangor, Malaysia Multimedia University, 75450 Bukit Beruang, Melaka, Malaysia Correspondence: Chai Har Lee, Multimedia University, Jalan Ayer Keroh Lama, 75450 Bukit Beruang, Melaka, Malaysia. Tel: 60-123-633-730. E-mail: chaiharlee@gmail.com Received: March 21, 2012 doi:10.5539/ijbm.v7n13p94 Accepted: June 15, 2012 Published: July 1, 2012 URL: http://dx.doi.org/10.5539/ijbm.v7n13p94 Abstract Advertising is a growing business and with advances in the Internet technology, the dynamics and landscape of the business has changed as well. Prior findings on consumers’ attitude towards advertising are mixed. This paper is an attempt to examine young adults’ attitude towards advertising. We conceptualized a framework to examine the influence of six independent variables namely consumer manipulation, product information, hedonic/pleasure, economic condition, social integration, and materialism on consumers’ attitude towards advertising. Participants were selected from the southern region of Malaysia. The data were collected through personal administration, and had 217 valid responses. The analysis reveals that four of the six hypotheses were supported. Consumer manipulation emerged negative, which is consistent with past findings...
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...Company Report & Profile GLOBAL ADVERTISING & MARKETING COMMUNICATIONS WRSX 1 File name: WRSX_Group_Profile_Feb2010_v21 next page> © Copyright Learning Dynamics 2010. All rights reserved. GLOBAL ADVERTISING & MARKETING COMMUNICATIONS CONTENTS: (click to view page) Company History Mission Statement Company Timeline Board of Directors Corporate Governance Group Structure Operating Units Financial Performance Measures Share Price / Market Capitalisation Financials Non-financial Performance Measures © Copyright Learning Dynamics 2010. All rights reserved. WRSX 2 WRSX Global Advertising Company History / 1 Introduction: WRSX (Waldron Roux Silberstein Xao) was founded 15 years ago with the merger of three agencies: a long-established London-based advertising agency, WWMV and new partner agencies in New York (Silberstein & Lord) and Paris (Roux Toussaint Berthe). The London agency: Westcott Waldron Morrissey Vickers (WWMV) was one of the new-wave creative London agencies of the late 1970’s but as three of the original founding partners Westcott, Morrissey and Vickers cashed-out, the last remaining founding partner, Juliette Waldron, saw the opportunity to take advantage of global opportunities and grow the agency network by merging with the New York agency Silberstein & Lord and the Paris agency Roux, Toussaint, Berthe. The New York agency: Silberstein & Lord is on Madison Avenue and Lloyd Silberstein is both president and creative director. He...
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...responses to cause-related marketing’, Journal of Marketing Management, vol. 27, no. 1-2, pp. 100-123. Reichert, T 2002, ‘Sex in advertising research: A review of content, effects, and functions of sexual information in consumer advertising’, Annual Review of Sex Research, vol. 13, no. 1, pp. 241-273. Lass, P & Hart, S 2004, ‘National cultures, values and lifestyles influencing consumers' perception towards sexual imagery in alcohol advertising: An exploratory study in the UK, Germany and Italy’, Journal of Marketing Management, vol. 20, no. 5-6, pp. 607-623. Reichert, T, Childers, CC & Reid, LN 2012, ‘How sex in advertising varies by product category: An analysis of three decades of visual sexual imagery in magazine advertising’, Journal of Current Issues & Research in Advertising, vol. 33, no. 1, pp. 1-19. Pathak, S 2011, ‘Clean your balls’ with Axe’s Aaron Calloway’, Fins Sales and Marketing: Your Industry, Your Career. Gould, SJ 1994, ‘Sexuality and ethics in advertising: A research agenda and policy guideline perspective’, Journal of Advertising, vol. 23, no. 3, pp. 73-80. LaTour, MS & Henthorne, TL 1994, ‘Ethical judgments of sexual appeals in print advertising’, Journal of Advertising, pp. 81-90. Pollay, RW 2000, ‘The distorted mirror: Reflections on the unintended consequences of advertising’, Advertising & Society Review, vol. 1, no. 1. Dahl, DW, Sengupta, J & Vohs, KD 2009, ‘Sex in advertising: Gender differences and the role of relationship commitment’...
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...Individual Essay The role of the strategy planner is integral in the development of a successful advertising campaign. However, strategy planning has not always been utilised within advertising. It is a forever expanding and important field within the communications industry. Through the strategy planner’s research and advanced knowledge of the brand, they are able to offer invaluable insight into the brand. Sequentially giving the client a reason to retain the firm as a business partner. Effective strategy planning requires a number of exhaustive research methods. Without it, a strategy planner cannot fully understand the brand or what the target audience demands. From this research, the creative team is able to design a campaign, which communicates exactly what is required to the desired target audience. However, all fields related to the media are constantly changing. The exponential growth in technology makes strategic planning difficult and challenging, but when utilised correctly can achieve great results. Strategy planning was originally developed in the late 1970’s in the UK and was later imported to the USA in the early 1980’s (Alex Campbell, 2013). Before this the roles were split up between two different agencies; the creative agency, which came up with the communication ideas and the media agency, which planned and purchased the appropriate media (Roles of Account Management and Strategic Planning. 2013). The split eventually made it apparent that the social research...
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...Customer Satisfaction Strategy An advertising strategy is a campaign developed to communicate ideas about products and services to potential consumers in the hopes of convincing them to buy those products and services. This strategy, when built in a rational and intelligent manner, will reflect other business considerations (overall budget, brand recognition efforts) and objectives (public image enhancement, market share growth) as well. As Portable MBA in Marketing authors Alexander Hiam and Charles D. Schewe stated, a business's advertising strategy "determines the character of the company's public face." Even though a small business has limited capital and is unable to devote as much money to advertising as a large corporation, it can still develop a highly effective advertising campaign. The key is creative and flexible planning, based on an in depth knowledge of the target consumer and the avenues that can be utilized to reach that consumer (John Wiley & Sons, 1992). HPLA’S company advertising strategy and how it aligns with its marketing goals. As a business begins, one of the major goals of advertising must be to generate awareness of the business and its products. Once the business' reputation is established and its products are positioned within the market, the amount of resources used for advertising will decrease as the consumer develops a kind of loyalty to the product or service. 3 General Goals: Today, most advertising strategies focus on achieving three...
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...ABSTRACT This study assessment is about the operation management of the Adsign Imej Sdn. Bhd. All the information got had been referred to the Operation Manager of the Company. It is all about recognizing the problem occurred in the organization’s operation and the problem measurement through the observation. After identify the problem of the company, next step is determine different options that might improve the operation. In this case also suggest the control plan that should be implemented by the Company for the best decision or solution in order to overcome the problem occurred. Lastly, are the effects to the Company from the implementation of control plan. 1 INTRODUCTION 1.1 Background of organization Adsigns Imej Sdn Bhd was formally known as Stadthouse Adsigns Sdn Bhd. The company was incorporated in 23 June 1997. The principle activity of the company is providing the advertising services which is includes of billboard advertising, unipoles, gantry and many other forms of outdoor advertising. Outdoor advertising is far more effective than other advertising media especially in areas of high footfall as the potential audience is very high compared to indoor advertising mediums Adsigns is based in Jalan Tun Razak, Kuala Lumpur. They currently operates many sites around Klang Valley, with which they cover their clients' media display requirements from ad copy production to placement and maintenance. They offer attractive & attention grabbing sites...
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...unit sales has come from and that is problematic. Another problematic area is the accounts receivable projected budget, which also assumes an increase from $609,960 in Year 8 to $639,694 in Year 9. Accounts receivable suffered a 15.0% loss between Years 7 and 8. Based on this number, it is difficult to understand why the company would assume a 10% increase in total accounts receivable in Year 9. There are few changes in Facility and General Operations Level expenses. The budget for advertising is increased from $27,428 to $28,412. I would recommend an even larger adjustment in the advertising budget, especially if the company is expecting to sell more bikes. In the past, advertising expenses have been positively correlated with company revenue. Between Year 6 and 7, advertising costs increased by 37.5% and net sales increased by 33%. However, between Year 7 and 8, advertising costs were reduced by 16.3% and net sales decreased by 15%, as well. It can be assumed that an increased advertising budget would likely result in increased net sales; which would result in a higher revenue for the company. According to the Competition Bikes Storyline, Accounts Payable has historically been 10% of purchases. However, the budget for Year 9 shows an Accounts Payable figure that is...
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...Definition of 'Advertising Budget' An estimation of a company's promotional expenditures over a period of time. An advertising budget is the money a company is willing to set aside to accomplish its marketing objectives. When creating the advertising budget, a company must weigh the trade-offs between spending one additional advertising dollar with the amount of revenue that dollar will bring in as revenue. ADVERTISING BUDGET An advertising budget reflects the importance given to the function of advertising within a company. The budgeting process is the responsibility of the top management along with the marketing manager.The advertising budget is both a planning and control device. There are many managerial functions that are performed through the process of budgeting. Managerial goals are discussed and are synchronized with marketing and advertising objectives. This provides a forum of communication that resolves conflicts and sets the priorities for the communication plan of the company.An advertising budget is a plan that sets a limitation on advertising expenditures, states how expenditure will be allocated and controls the dispersement of expenditure over a designated period of time.The process of budgeting is therefore a decision making process that divides the total appropriation under different expenses heads. For example if the total advertising budget for...
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...directing and maintaining a company’s public image. As opposed to advertising, PR is an unpaid form of communication traditionally but that has begun to change in the present scenario. PR practice is an art since it involves the element of specialized skill, knowledge and methods. PR practice is not completely objective, as there are subjective factors involved. PR practice deals with the human element, which is by nature unpredictable; therefore not completely objective. PR practice also considers the inputs which social sciences (e.g. psychology, sociology, anthropology, and statistics) can contribute. For example, a PR practitioner would have to consider cultural factors when planning a program or campaign for its targeted publics so that there would be less risk of unintentionally offending other segments of the society. Public relations is also internal and external communication to inform or influence specific publics using press and media. Some public relations specialists work as full-time employees of companies, politicians, nonprofit organizations, or governments; while others work for PR agencies or as free-lance PR consultants that contract their services to clients (usually corporations, wealthy individuals or other special interests) who pay for their expertise at keeping them in or out of the spotlight, whichever is necessary. More recently, the PR industry has pushed to redefine itself as a management function. In addition to corporations, public relations practitioners...
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...Advertising Plan and Creative Brief Advertising Plan and Creative Brief The management of Baderman Island, Boardman Management Group, has commissioned Team B Advertising Agency to create an advertising campaign that will position Baderman Island as the premier destination for romantic getaways by highlighting its tone, rational, and emotional appeals, brand, relationship between consumer behavior and couples, special features, strengths, and weaknesses, communicated messages, style, and created brief. Initially, Baderman Island was established for the purpose of providing supreme customer satisfaction through a luxurious vacation experience. The organization plans to develop a new positioning strategy that will compete against other resort destinations, and identify a new target market. Advertising plays a crucial role in developing Baderman Island’s evolution. Notably, advertising is a paid, impersonal, one-way marketing communication of persuasive information from an identified sponsor circulated through channels of mass communication promoting products, services or ideas. Objectives Statement Team B’s advertising objective is to increase market share, and create new marketing strategies for the management of Baderman Island. Team B accomplishes this goal by developing a new positioning strategy against competing resort destinations, identify new target market, and promote Baderman Island as the ideal destination for romantic getaways. Team B provides a rationale for each...
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