What is advertising management


Advertising is the dissemination of information to the general public, specific audiences, or individuals for various purposes. Advertising is generally defined as influencing the attitudes relevant to the behavior of the addressees with the help of specific means of communication. Advertising is referred to as persuasive (from the Latin “persuare” for “persuade”) communication that aims to influence the communication partner. The primary goal is to achieve a change in attitude of the communication partner and less an understanding in the sense of an exchange of information.

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How does advertising serve as a means of communication?

Advertising is both a part of business communication for addressing sales markets and consumers, as well as a part of social communication for the pursuit of non-commercial goals. Companies advertise their products and services or legal and economic frameworks that are intended to make it easier for you to conduct your business. Parties woo the favor of the voters. Charitable organizations solicit donations and funding. Cities and regions compete for visitors.

In addition to print media such as outdoor advertising, billboards, newspapers, magazines, brochures and flyers, the classic advertising media include electronic media such as televisions, radio, cinema and the Internet. Innovative advertising media are unusual places for advertising placement. This includes entire trains, planes, toilets, fuel nozzles or parking tickets. These advertising media are called ambient media and the form of advertising is called ambient advertising. Because of the unusual advertising placement, ambient advertising usually attracts a lot more attention and is remembered longer than advertising in traditional media.

What is the difference between mass mailing and direct mail?

The classic advertising media and ambient media are used for mass advertising. Mass advertising means that the advertising message should reach a large target group. Target groups are, for example, housewives, mothers, pensioners, young people or similarly large population groups. Direct mail or direct marketing is geared towards addressing individual consumers in a targeted manner and establishing personal contact on which further communication can be based. The classic form of direct mail is personalized advertising letters or brochures and leaflets that are accompanied by a personal letter.

Classic direct mail by post is increasingly being replaced by direct mail electronically, mostly through e-mails and personalized offers in an online shop. For this purpose, the operators of websites and online shops analyze the behavior of their visitors and customers down to the smallest detail. Who viewed what on a website and when, how a prospect got to a website and a lot of other data is collected and evaluated in order to be able to make individual offers to customers and prospects.

For example, Amazon shows its customers additional products on each product page, which are selected according to the previous purchases and obvious interests of the customers. With this advertising, which is individually tailored to each customer, Amazon generates a large part of its sales.

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