Digital Age Advertising Management

Digital Age Advertising Management

Digital Age Advertising Management

Gopee Shukla

Digital Age Advertising Management

Gopee Shukla

ISBN - 9789361529740

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Preface

The idea of getting customers to subscribe to your products or services has to be one of the biggest factors a business considers when setting up a business. The thought is vital because your products and services are nothing unless you have people willing to buy them from you. The increasing population leads to difficulties in using traditional marketing methods, and hence digital advertising keeps increasing. There has arisen a need to embrace a new method of marketing that will be far-reaching and effective among these difficulties.

Digital marketing is an incredibly ingenious concept in these modern times, and so is the management of advertisement. Products and services are marketed using the internet to reach the final consumers and prospective consumers in a productive way that also creates interaction between the consumer and the producer. Digital marketing uses social media platforms, the world wide web, blogging, video streaming, texting, and online advertising.

Conventional marketing or traditional marketing also seeks to achieve the same aim as digital marketing, which is to use TV, radio, mail, door-to-door advertising, newspapers, and magazines to market products and services. The glaring difference between them is that digital advertising is a cost-effective option and has a far-reaching engagement. Conventional advertising normally relies on newspapers, magazines, and other forms, which are no more appealing to the fast-paced world we live in right now. Therefore one has to decide the method to advertise his product, for more profit. Another reason why the market size of conventional marketing is reduced compared to the fast-rising digital market is the inability to monitor analytics and insightful information on a company's marketing campaign. Imagine having to spend a lot of money on an advertisement, and you don't know how it is doing, whether people like it or not, or whether it is getting to your customers

Social media analytics tools help measure the level of engagement an advertisement has on a social media platform or a website. Google Analytics is a typical example of one of these tools. This book will give us some insights into how advertising needs to be managed in this digital world. The different steps taken in advertisement management around this digital world and its different aspects are mentioned in this book. The process of digital marketing is not limited to just posting ads. There are other factors to be considered when talking about ad creation, like the aesthetic part. One of them is the design tools.

The book states the importance of managing the advertisement in this digital world, along with the profits it brings along. The aim of this book is to bring to your notice what goes into marketing that includes advertising.

Happy Reading!

Content

Chapter 1. Advertising1

1.1 History 2

1.2 Classification 6

1.3 Purpose of Advertising 9

1.4 Types of Advertising 11

1.5 Summary 14

1.6 Exercise 15

Chapter 2. Digital World Advertising 16

2.1 Evolution of Digital Word Advertising 17

2.2 Objectives and Goals 18

2.3 Types of Digital World Advertising 21

2.3 Strategies of Digital World Advertising 26

2.4 Summary 30

2.5 Exercise 30

Chapter 3. Role of Advertising in Marketing Process 32

3.1 Functions of Advertising 32

3.2 Recruitment Advertising 33

3.3 Role of Advertising within Marketing Program 33

3.4 Summary 34

3.5 Exercise 34

Chapter 4. Advertising Categories 36

4.1 Categories of Advertising 36

4.2 Advertising Stakeholder 46

4.3 Advertising Organizations 48

4.4 Industrial Advertising 52

4.5 Summary 52

4.6 Exercise 53

Chapter 5. Major Parts of Advertising 55

5.1 Parts of Advertisement 55

5.2 The Message 57

5.3 The Layout 59

5.4 Summary 61

5.5 Exercise 61

Chapter 6. Advertising Management 62

6.1 Models of Advertising Management 63

6.2 Consumer Communication 68

6.3 Marketing Communication 70

6.4 Media Strategy 74

6.5 Advertising Campaigns 76

6.6 Summary 81

6.7 Exercise 81

Chapter 7. Importance of Advertising 83

7.1 Importance of Advertising for Manufacturers 84

7.2 Importance of Advertising for Middleman 84

7.3 Importance of Advertising for Consumers 85

7.4 Importance of Advertising for Producers 86

7.5 Importance of Advertising in Business 87

7.6 Summary 90

7.7 Exercise 90

Chapter 8. SEO Strategy and Organic Techniques 92

8.1 How SEO can change your Business 93

8.2 SEO Strategy 94

8.4 Creating an Effective SEO Strategy 100

8.5 Summary 105

8.6 Exercise 105

Chapter 9. Content Strategy 107

9.1 Type of Content 108

9.2 Content Strategy in Digital Advertising 108

9.3 Content Strategy for SEO 109

9.4 Building a Profitable Content Strategy 114

9.5 Making a Basic Content Strategy 117

9.6 Summary 118

9.7 Exercise 119

Chapter 10. Measuring Success Online 120

10.1 Measuring the success of Digital Marketing Strategy 121

10.2 Measuring Ad Success 124

10.3 Measuring Ad Campaign Success 126

10.4 Summary 128

10.5 Exercise 128

Chapter 11. Case Studies of Digital Advertising 130

11.1 Content Marketing Case Studies 130

11.2 Social Media Marketing Case Studies 132

11.3 SEO case studies 133

11.4 PPC Case studies 134

11.5 Video Marketing Case Studies 134

11.6 Voice Search case Studies 135

11.7 Summary 136

11.8 Exercise 136

Chapter 12. Economic Analysis and Budget Allocation 137

12.1 Practical Budget Setting Analysis 137

12.2 Budget Decision Rules 138

12.3 Market Experimentation and Budgeting 139

12.4 Regression Analysis for Budgeting 140

12.5 Wear Out 141

12.6 Summary 141

12.7 Exercise 142

Chapter 13. Future of Advertising 143

13.1 What Entrepreneurs will see in Future Market 143

13.2 Experts views on Future of Advertising 144

13.3 AI in Future of Advertising 146

13.4 Future of Mobile Advertising 147

13.5 Future of Video Marketing 147

13.6 Future of TV Advertising 147

13.7 Summary 148

13.8 Exercise 148

Chapter 14. Local and Non-Commercial Advertising 149

14.1 Types of Local Advertising 149

14.2 Difference Between Local and National Advertising 149

14.3 Selecting Local Advertising Media 150

14.4 Types of Local Advertising 151

14.5 Advertising Agencies 151

14.6 Non-Commercial Advertising 152

14.7 Summary 153

14.8 Exercise 153

Chapter 15. Management of Digital Advertising 154

15.1 4 P’s of Digital Advertising 154

15.3 Managing Online Advertising 157

15.4 SEO Management 159

15.5 Budget in Digital Advertising 163

15.6 Summary 165

15.7 Exercise 165

Glossary167

Index171

Chapter 1. Advertising

Advertising is a marketing process that involves paying for space to promote a product or service. Promotional messages are called advertisements. Advertising aims to reach people most likely to be willing to pay for a company’s products or services and wish them to buy. Advertising is a way of communication with the users of a product or service. Most advertising involves promoting a good that is for sale, but similar methods are used to encourage people to drive safely, to support various charities, or to vote for politicians, etc. In most parts of the world, advertising is a source of income, for example, newspapers, magazines, or television stations, through which advertising is conducted.

Advertising is a lot older than most other marketing activities like email marketing and Search Engine Marketing. Since the internet has become the norm, advertising has been divided into traditional advertising and digital advertising.

Fig. 1.1: Advertising

In more explained and simple ways, advertising is the attempt to influence the buying behavior of customers or clients with a persuasive selling message about products or services. In business, the goal of advertising is to attract new customers by defining the target market and reaching out to them with an effective ad campaign.

1.1 History

The history of advertising has experienced several major milestones. Advertising was spawned by a market-driven system and developed in a capitalistic, free enterprise market economy in which mass production utilized advertising as an essential tool. The history of advertising is connected to humankind’s evolution and its technical progress. The need to publishing facts and product quality or even required services is a spontaneous spiritual tendency of a trade man.

Fig. 1.2 History of advertising

1.1.1 Newspaper advertising

Newspaper advertisements have been part of our life since the emergence of the first newspaper in the 16th and 17th centuries. Newspapers carried advertisements to cover the cost of publishing and distribution. Since then, reading newspapers and checking out ads published in them has been a day-to-day affair for us. Earlier newspapers were published in European countries like Venice, Germany, and Holland. The content was mainly about war and politics. From 1702 to 1735, newspapers started published daily in Britain. And then advertising in newspapers started to arise. The promotion of books and medicines were the first commercial newspaper advertisements, but by mid 17th century, it was observed that advertisements of various other products became a trend. By the 19th century, La Presse, a Paris newspaper, started relying upon advertisements to lower its sale price. In the United States, the Boston News-Letter became the first newspaper that began carrying advertisements.

Fig. 1.3 Advertising in Old newspaper

Classified Advertisements in newspapers were originally published free of charge and trace their history back to 1763. They were known as ‘want’ ads at that time. By the end of the 18th century, a newspaper named the Morning Herald of London began to categorize classified ads as ‘To be let,’ ‘To be sold,’ ‘Want places,’ ‘Sale by Auction,’ etc. Since then, almost all London newspapers were publishing Classifieds regularly. The first newspaper to have a special department for Classified Advertising was the Philadelphia Public Ledger, which started around the end of the U.S Civil War in 1865. These classified ads were of affordable cost and allowed individuals to reach out to the masses. The biggest category was that of Medical, where quack medicine and remedy ads were published.

In the United States, the average number of journalists employed by newspapers dropped from 30 in 2001 to 23.5 in 2015. The decrease is largely due to total advertising revenues cratering from $50 billion in 2000 to $20 billion in 2019. The periods of World Wars saw a rise in newspaper ads. During World War II, newspaper advertising increased as men left their employment to join war efforts, and newspapers were filled with ‘Position Wanted’ and ‘Help Wanted’ ads. As per a record, 51% of newsprint was occupied with classifieds in 1943 United States.

Currently, newspapers are having a whole page of advertisement. Matrimonial advertisements are covering a part of a daily newspaper. Even though people are now moving to mobile phones still newspaper advertising is in trend.

1.1.2 Street Advertising

When it comes to street advertising billboard comes in mind. The first Billboard was invented in the 1830s. And then, street marketing becomes a popular form of advertisement. Although the first known billboard was in ancient Egypt, when lithography, a method of printing using oil and water, was invented, posters were created. From then on, posters gradually increased in popularity and started to be used in high pedestrian traffic locations. Following the introduction of posters, the first record of a billboard being rented was quite some years later, in 1867. From here, things progressed fast, and by 1870 America was home to 300 sign-painting companies keen to cash in on the new billboard industry. The first 24-sheet billboard was displayed at the Paris Exposition in 1889 when advertisements were mainly placed on buildings and fences in towns.

In the UK, British Posters Limited was set up in the early 1970s to represent the interests of media owner members, only to be closed in 1982 following a Monopolies and Mergers Commission report. The hunt for new places to advertise meant more innovative solutions like mobile and inflatable billboards, aerial and airship advertising, plus the addition of new street furniture like news racks and phone kiosks. An alternative out-of-home advertising market has grown, and advertising space can now be bought in a large variety of locations, including cinemas, shopping malls, and stadiums. Throughout the history of outdoor advertising, there have been many notable campaigns. However, there are hundreds of eye-catching and awe-inspiring outdoor advertising campaigns every year, all of which are cataloged extensively elsewhere, so this is really just a small taster.

Fig. 1.4 Old Time square(6 ft)

In the last decades of the 19th century, Billboards became more popular, which led to various billboard associations. Some of the most famous from this period were The International Bill Posters Association and the Associated Bill Posters’ Association. They helped launch billboard advertising as a concept nationwide. While billboards were always a popular form of advertising throughout the 20th century, it wasn’t until creating the Interstate Highway System that billboards became extraordinarily successful. The Interstate Highway System connects the different states together through safe and efficient roads spanning 49,000 miles, which was a goldmine of display opportunities. 

Hundreds of businesses used this method of advertising to their advantage. Most of these businesses set up conventional billboards. But, there were other businesses, for example, Burma Shave, Coca-Cola, and Palmolive, that realized that by designing humorous and captivating signs, you could entertain bored drivers.

1.1.3 Ancient form of Advertising

Advertising is the art of selling a product or service through communication, and it existed in ancient roman where things were drawn or painted on walls touting a variety of businesses. Romans used this method as well as wall posters for political campaigns during the time of the republic. Even before that, the Egyptians used papyrus sheets to make sales. Some have suggested that Neolithic cave paintings constitute a form of advertising, touting the prowess of hunters. Advertising has its earliest origins in ancient Egypt and ancient China on papyrus. The printed word first came into existence in medieval Europe in circa 1440. If you still haven’t figured out the subject, let us help you out! We will talk about the history and evolution of advertising and some big shifts in online advertising and marketing.

The history and evolution of advertising didn’t happen overnight. Over millennia, advertising mediums went through a drastic change, but advertising has a history of adapting cleverly and is still adapting. From papyrus to walls and stone tablets, to billboards, newspapers, radio, television, then computers to mobile phones, advertising has had several communication mediums. Works from ancient China detail a practice of candy makers playing a bamboo flute to attract customers, a practice still used