Page 118 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes 6.3 Structure of Advertising

Advertising is the structured and composed non-personal communication of information, usually
paid for and usually persuasive in nature, about organisations, products, services, ideas by
identified sponsors through various media.
First, advertising is a highly structured form of communication and employs both verbal and
non-verbal elements. These elements are composed to fill predetermined space and time formats
that are controlled by the sponsor.

Second, the focus of advertising is directed to groups of people rather than to individuals and for
this reason it is non-personal or mass communication. The groups might be personal consumers,
organisations, resellers, etc.

Third, most advertising is paid for by sponsors for the media time or space it uses to communicate
its messages. However, sometimes public service messages are carried in media for which no
payment is made.
Fourth, although most advertising messages are intended to be persuasive to accomplish the
desired selling function, some ads appear only to inform people, examples being legal
announcements, change of address, obituaries, etc., without any persuasive intent. They are ads
all the way because they satisfy other aspects of definition.

Fifth, an ad identifies its sponsor. The identification of the advertiser does not remain unknown.
The very purpose of advertising is to create awareness and distinction about a company or
brand. The real-world sponsor is legally responsible for the created advertisement. Publicity
may not be openly sponsored.

One cannot think that advertising is neutral. All advertisements are controlled by the marketers
and are intended to serve the advertiser's interest in some way.
Advertising is an important element of promotion mix in most companies' marketing
programmes. Almost all companies, whether large or small, domestic or multinational in the
consumer goods, and services marketing and many industrial goods manufacturers use
advertising. Most consumer goods companies depend heavily on advertising to sell their products.

6.4 Challenges and Opportunities of a Promotion Career

Advertising, marketing, promotions and public relations manager coordinate their companies'
market research, marketing strategy, sales, advertising, promotion, pricing, product
development, and public relations activities. In small firms, the owner or chief executive officer
might assume all advertising, promotions, marketing, sales, and public relations responsibilities.
In large firms, which may offer numerous products and services nationally or even worldwide,
an executive vice president directs overall advertising, marketing, promotion, sales, and public
relations policies.
Advertising managers: Advertising managers oversee advertising and promotion staffs, which
usually are small, except in the largest firms. In a small firm, managers may serve as liaisons
between the firm and the advertising or promotion agency to which many advertising or
promotional functions are contracted out. In larger firms, advertising managers oversee in-
house account, creative, and media services departments. The account executive manages the
account services department, assesses the need for advertising and, in advertising agencies, and
maintains the accounts of clients. The creative services department develops the subject matter
and presentation of advertising. The creative director oversees the copy chief, art director, and
associated staff. The media director oversees planning groups that select the communication

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