Marketing Communications

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Marketing Communications

Organizination And Management Of Advertising

Agencies And Advertising Departments

OTHER INSTITUTIONAL ADVERTISEMENTS

1. INSTITUTIONAL ADVERTISEMENTS: placed in the media to inform the public about
   such issues as company expansion, re-location, a merger, or new product discovery and
   development.


2. “CRISIS CONTROL ADVERTISEMENTS: these are adverts that are placed by a company
   that has sudden problem from a controversy. The company can advertise to explain or state
   its own side of a controversy such as in a case of labour dispute.

PRODUCT ADVERTISING

1. CONSUMER ADVERTISING: it is usually directed at the final or ultimate consumer, it
   attempts to get consumers to remember the brand of the product and develop brand loyalty.


2. INDUSTRIAL ADVERTISING: this is designed to reach other manufacturers who can use
   the advertised product, usually a machine or raw materials.


3. TRADE ADVERTISING: this is meant for middlemen or channel of distribution’s member
   such as wholesalers, or retailers of a product or service.


4. SERVICE ADVERTISING: it is used to promote intangible products or services to consumers,
   such services as banking, insurance, transport and others. (Kleppner, 1979; Warshaw and
   Kinnear, 1983)

PRODUCT/BRAND MANAGEMENT SYSTEM

The concept of product or brand management started in the consumer good industry. As firms increase
their product lines, the product manager’s responsibilities become more essential. This is because
marketing activities of various product lines become enormous for the marketing manager.

RESPONSIBILITIES OF THE PRODUCT MANAGER

PRIMARY RESPONSIBILITIES: To liaise between various functional departments of the firm, to
ensure optimum coordination of their activities and maximize the firm’s products contribution for
overall profitability.

SECONDARY RESPONSIBILITIES: These responsibilities are essentially related to development and
recommendation of an annual marketing plan designed to enlarge products market share and profitability.
Such responsibilities are:

1. Product strategy and pricing strategy.


2. Capital expenditure and budget.


3. Sales forecasting and annual marketing plan.


4. Advertising and promotion campaign plans and budget.