Chapter 12: Advertising

Chapter Summary:

In this chapter, we present the first of a two-part examination of advertising with a discussion of advertising basics.  We begin by covering several fundamental issues in advertising including examining what advertising is and why it is important to the marketing organization.  We also look at managing the advertising effort by comparing in-house management to that offered by advertising professionals, such as advertising agencies.  Finally, we identify different types of advertising and address trends facing the advertising industry.

Key Issues:

  • What is Advertising?
  • Objectives of Advertising
  • Managing Advertising Decisions
  • Types of Advertising
  • Trends in Advertising

Links to Cited References:

  1. “Advertising Expenditure Forecasts.” Zenith, September 12, 2016.  https://www.zenithmedia.com/zenith-global-intelligence-growth-us-europe-asia-boosts-global-ad-market.
  2. “Worldwide Ad Spending: The eMarketer Forecast for 2017.” eMarketer, April 17, 2017.  https://www.emarketer.com/Report/Worldwide-Ad-Spending-eMarketer-Forecast-2017/2002019.
  3. For more on the history of this saying see: Bullmore, Jeremy. “Why It’s Time to Say Goodbye to IKTHTMISOAIW.” in Annual Report & Accounts. WPP, 2013, p.109.  http://www.wpp.com/annualreports/2013/assets/files/pdf/wpp-ar13-full-report.pdf.
  4. Miles, Stephanie. “6 DIY Tools Merchants Can Use to Make Video Ads.” Street Fight, August 3, 2016.  http://streetfightmag.com/2016/08/03/6-diy-tools-merchants-can-use-to-make-video-ads.
  5. For a listing of the leading advertising agencies throughout the world see: Adbrandshttps://www.adbrands.net.
  6. For information on how Facebook’s advertising works see: Metz, Cade. “How Facebook’s Ad System Works.”  New York Times, October. 12, 2017.  https://www.nytimes.com/2017/10/12/technology/how-facebook-ads-work.html
  7. “Nielsen Launches Mobile Measurement for YouTube Ads.” Nielsen, June 22, 2017.  http://www.nielsen.com/us/en/press-room/2017/nielsen-launches-mobile-measurement-for-youtube-ads.html.
  8. “Global Advertising Forecast.” Magna – IPG Mediabrands, December, 2016.  https://www.magnaglobal.com/wp-content/uploads/2016/12/MAGNA-December-Global-Forecast-Update-Press-Release.pdf.
Chapter 11: Promotion Decisions
Chapter 13: Managing the Advertising Campaign