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 https://youtu.be/cVk1N0CedK0
Advertising Agencies: What They Offer and How to Select and Brief Them https://youtu.be/5l1Z8EUf8l8
The Creative Process: Developing, Writing, and Producing an Advert https://youtu.be/9-Fn_7-hg2M
Top 20 Strategies for Persuasive Ad Copy https://youtu.be/P3JWveZwso4
All of the Advertising Media I Can Think of https://youtu.be/Eixco65Q3rQ
Media Buying: The Three Stages https://youtu.be/1-XHc2N-xvw
Advertising Campaign Monitoring & Evaluation https://youtu.be/x4jydb5wUL0

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)

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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-work-kit (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.
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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