Talk:Advertising management

Suggested Improvements to Article

Although Wikipedia currently has an article devoted to advertising, it appears to deal with the socio-historical aspects of advertising (i.e. advertising as a social, historical and cultural activity) and as such, provides little guidance on how advertising works from a marketer/ advertiser perspective. There is definitely a place for an article on advertising management. However, the current page is perfunctory and has a number of problems

Issues

• The opening sentence starts out badly:

The article says: "Advertising management is a career path in the advertising industry." This is not helpful. It fails to define advertising management as a managerial activity or set of managerial decisions or a process.

• Internal contradictions?

The article says: "While advertising management is an inseparable part of the marketing department..." This appears to contradict the opening sentence (above) which claims that ad management is a career path in the advertising industry - but now suddenly it is inseparable from the marketing department. Marketing and advertising are separate, albeit allied, industries - so clearly advertising management cannot be both a marketing function and an advertising function. (Marketing departments are clients of advertising agencies; but marketing depts can also be competitors to advertising agencies if marketing depts decide to operate their own in-house agencies)

• The second paragraph doesn't get us any closer to understanding what advertising is or isn't:

The article says: "While advertising is the promotional campaign itself... " This confuses promotion with advertising. Promotion is a broader concept and includes a variety of communications activities such as sales promotion, PR, direct sales, advertising etc. Advertising is just ONE of the tools in the promotional mix.

• Perfunctory

The article says: "Ad management incorporates various specialized sub-functions like media strategy, message strategy, media planning, media buying etc." OK, fair enough. But this needs to be expanded. This is the guts of the topic. One sentence is not enough

Where to from Here?

This article is much in need of structure and an organisational framework. I would like to suggest the following headings and sub-headings

1. Advertising defined

• Y Done

2. Advertising's role in the marketing plan

• Y Done

3. Advertising as part of the promotional mix (in brief) (focus on need for integrated marketing communications)

• Y Done

4. Advertising principles

4.1 How does advertising work

Brief coverage of advertising models including: Cognitive information models, pure affect models, hierarchy of effect models and hierarchy free models (based on typology used in a classic paper by Vakratsas , D. and Ambler, T., "How advertising works: What do we really know?" Journal of Marketing; vol. 63 no. 1; 1999, pp 26 -47 Online: http://fabriken.akestamholst.se/akestamholst/files/how_advertising_works.pdf)

• Y *Would have liked to include Rossiter and Percy's planning grid as well as FCB but was unable to make the complex table fully operational and unlikely to get a diagram through Wiki Commons. Without a diagram, there's little point in proceeding

Ideal/ wish list: Develop image of FCB matrix (example of integrative model) and get it through Wiki Commons.

• Y * Used a table instead of a diagram - no need to deal with Wiki Commons

4.2 Advertising strategies

Consider push and pull advertising strategies as well as other strategies

• • Y Done

5. Developing the advertising plan

5.1. Setting advertising objectives

• *Y Done

5.1.2 Setting advertising budgets

• Y Done

5.2. Determining the target audience

5.3 Devising the message strategy (aka creative strategy)

• Y Done

5.3.1 Components of Print Ads (focus on attention tactics)

• At this stage, my feeling is that the article is about as long as it needs to be. My suggestion is that advertising elements and executions could be hived off onto new pages. There are more than 160 executional elements cited in the literature. WP already has articles on some of these e.g., the science of Color which could be expanded to including advertising effects and then linked to this article. Any thoughts?

5.3.2 Components of TV Ads (focus on attention tactics)

• As above, possibly could hive off into a separate article? Any thoughts or comments?

5.3.3 Components of Radio Ads (focus on attention tactics)

• As above, possibly could hive off into a separate article? Any thoughts or comments?

5.3.4 Types of Online Ads (where possible reference other relevant Wiki pages, rather than invent new content)

• As above, possibly could hive off into a separate article? Alternatively, just add internal links to the section heading? Any thoughts or comments?

5.3.5 Direct Response Ads (focus on types and attention tactics)

• As above, possibly could hive off into a separate article? Any thoughts or comments?

5.4 Devising the media campaign

• • Y Done

5.4.1 Determining the reach and frequency objectives

• • Y Done

5.4.2 Evaluating media alternatives

• • Y Done

5.4.3 Determining media schedules (flighting, continuity, pulsing)

• • Y Done

6. Measuring advertising effects

6.1. Pre-testing incl: copy tests, Day After Recall Tests (DAR), use of biometrics

6.2. Post-testing incl: campaign tracking, advertising ROI, other measures

• • Y Done

7. Special types of advertising

7.1 Pro-social marketing campaigns

7.2 Political advertising

• WP already has an article on advertising in political camapaigns. See Campaign advertising. Probably no need to develop this area. Any thoughts or comments?

7.3 Not for profit advertising (especially focus on challenges associated with small budgets and multiple stakeholders)

7.4 Co-operative advertising (retail and manufacturer cooperative agreements)

• At this stage, my feeling is that the article is about as long as it needs to be. My suggestion is that special types of advertising could be hived off onto new pages. Any thoughts?

8. Briefing advertising agencies/ marketing communications agencies

• As above. Any thoughts or comments?

9. Advertising awards (creative awards versus effectiveness awards)

• As above. Any thoughts or comments?

10. Trends in advertising (consider both creative trends, media trends)

• As above. Any thoughts or comments?

10.1 Audience fragmentation and media fragmentation

10.2 Reduced advertising budgets

10.3 Rise of new media and changes in adspend/ media mix

10.4 Increased emphasis on dialogue 'conversation' over disruption models

10.5 Demise of the 'big concept' advertisement

10.6 Changing role of advertising agencies (becoming more marcomms agencies)

10.7 Rise of in-house agencies

10.8 New types of advertising e.g. behavioural targeting

10.9 Impact of mass customisation i.e. conflation of advertising and consumption in mass-customisation approaches

10.10 Changes to audience behaviour especially adblocking and zapping

11. Careers in advertising

• Probably should be deleted? It doesn't look like encyclopedic content, rather it looks and reads like course notes for an advertising school. Any thoughts or comments?

BronHiggs (talk) 01:46, 26 November 2016 (UTC)