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What is Advertising? And What are its Benefits?

Advertising is, perhaps, the most visible and obvious aspect of marketing. Yet it is also one of the least written about. In my 956-page copy of the Principles of Marketing (4th Ed), advertising gets just 24 pages (less than 3% of the book). Indeed, for many people, their perceptions of the ad industry were shaped by the TV series Mad Men. So, what is Advertising? And what are its Benefits? We’ll talk about all of the essential aspects of marketing in the videos that follow: 🎬 Planning an Advertising Campaign: Campaign Objective and Budget    • Planning an Advertising Campaign: Cam...   🎬 Advertising Agencies: What They Offer and How to Select and Brief Them    • Advertising Agencies: What They Offer...   🎬 The Creative Process: Developing, Writing, and Producing an Advert    • The Creative Process: Developing, Wri...   🎬 Top 20 Strategies for Persuasive Ad Copy    • Top 20 Strategies for Persuasive Ad C...   🎬 All of the Advertising Media I Can Think of    • All of the Advertising Media I Can Th...   🎬 Media Buying: The Three Stages    • Media Buying: The Three Stages   🎬 Advertising Campaign Monitoring & Evaluation    • Advertising Campaign Monitoring & Eva...   Watching this video is worth 1 Management Courses CPD Point*. 🔎 See below for details Marketing for Managers This video is part of course module number 8.3.5 Program 8: Managing Customers & Clients Course 3: Marketing for Managers Section 5: Advertising LESSON NOTES Advertising is any paid form of presentation of your goods or services to a large audience through a mass medium. The intention is to promote the product or service and influence the people to whom the advertising is targeted. The goals of advertising are commonly to: 1. Drive sales 2. Provide information 3. Prompt action 4. Increase brand awareness 5. Enhance reputation The advertising industry has a whole ecosystem of disciplines and professions, such as: • Researchers • Creative thinking/writing • Copywriting • Design • Ad Buying / Media Buying • Targeting • Analytics • Project management / Campaign management • Video production RECOMMENDED EXERCISE Pay attention to the advertising around you... 1. What forms of advertising are you aware of? (1 MC CPD Point) 2. How do the adverts get their message across? What different methods do they use? (2 MC CPD Points) 3. How do you think you would run your own advertising campaign? (2 MC CPD Points) DOWNLOADS Free Resources 🧰 CPD Tools - https://gum.co/MC-CPD Paid resources 🧳 Management Courses Onboarding Kit - https://gum.co/MC-ObK ($3) RECOMMENDED READING 📖 Very quick overview Marketing: A Very Short Introduction https://geni.us/ozSJF 📖 Good general overviews Kotler on Marketing https://geni.us/JNeVHy Positioning: The Battle for Your Mind https://geni.us/kGj4KCA The 22 Immutable Laws of Marketing https://geni.us/RVU1 Marketing For Dummies https://geni.us/sZXAw 📖 Small business marketing The 1-Page Marketing Plan https://geni.us/Xb4wBk 📖 For a textbook, you can’t go wrong with Kotler’s name on it! Marketing: An Introduction https://geni.us/q4gzVOw Principles of Marketing https://geni.us/gsFeMT5 Marketing Management https://geni.us/i3FO ⭕️ Links to our book recommendations are affiliated through Amazon Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-... (the links are affiliated) MANAGEMENT COURSES CONTINUING PROFESSIONAL DEVELOPMENT (CPD) POINTS You can record your Management Courses CPD points on our free, downloadable CPD record log. 📓 Download it at: https://gum.co/MC-CPD Each video has two levels of MC CPD points. For this video: If you simply watched the video, record 1 MC CPD point If you also carried out all of the recommended exercises, score a total of 6 MC CPD points 00:00 - Advertising is the most visible aspect of marketing 00:46 - Definition of advertising 01:06 - The Goals of Advertising 01:20 - Advertising media 01:49 - Ecosystem of advertising disciplines and professions 02:27 - The advertising process 03:49 - More videos about advertising to come… #Marketing #ManagementCourses #Advertising