Marketing and advertising management are related but address different aspects of the sales process. Marketing involves tactics and strategies, while advertising management is part of the marketing strategy used to sell products and services. Advertising is used to promote marketing tactics, and budget considerations are important in managing advertising.
Marketing and advertising management are related concepts because they both refer to the promotion and sale of goods and services. While the two concepts are related, they both address different aspects of the sales process. Marketing is targeted at the underlying tactics and strategies involved in selling goods and services. Advertising management is part of the marketing strategy that a company uses to sell its products and services.
An example of the relationship between marketing and advertising management can be seen in an illustration of various marketing tactics in relation to the use of advertising management. A popular marketing tactic is to list goods or services for sale. The sale may result in a reduction in the normal price of the good or service by a stated percentage. Such sale or price reduction must be communicated to consumers. Through the use of various advertising mediums, the company can spread the word or create awareness of the sale. This announcement can be in the form of bright advertising signs in store fronts, through catalogs or weekly newsletters, via the Internet, radio or television. The process of spreading marketing tactic is advertising management.
Another relationship between marketing and advertising management can be seen in the use of advertising to promote other types of marketing tactics. For example, advertising can be used to promote a raffle or a promotion that offers a cash prize for meeting a stated condition, which is part of the marketing strategy. Advertising can also be used to promote offers such as the buy-one-get-one-free marketing tactic. Managing the use of advertising to promote these marketing tactics involves making decisions about what type of medium to use, how much advertising budget, and how often advertising will run.
Budget amount consideration in marketing and advertising management involves factors such as the run of a primetime television advertisement and the use of expensive popular actors and actresses. Choosing the scope of your television commercial production is also important because using expensive producers and directors, lots of extras, and securing an ad position means more money. As far as print ads are concerned, the decision to enter into an expensive color front page ad, do a central spread, or take a less expensive alternative page spread is all part of advertising management.
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