Advertising is a form of marketing communication used to encourage, persuade or manipulate an audience to take some action. Advertising Management is a process of using various media to sell a product or service. It begins from the market research phase. At this point, the data produced by marketing research is used to identify what types of advertising would be adequate for the specific product. Market research will help to identify the niche segment of the population to which the product or service has to be targeted from a large population. These days apart from print and television, radio, mobile, and Internet are also available as advertising media. Advertising management process in fact helps in defining the outline of the media campaign and in deciding which type of advertising would be used before the launch of the product. Without an effective advertising management process in place, the media campaigns are not that fruitful and the whole marketing process goes for a toss. Hence, companies that believe in an effective advertising management process are always a step ahead in terms of selling their goods and services.

Abhijith S

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