Marketing and advertising management are related concepts because they both refer to the promotion and sale of goods and services. Even though the two concepts are related, they both deal with different aspects of the sale process. Marketing is targeted toward the tactics and underlying strategies involved in the sale of goods and services. Advertising management is a part of the marketing strategy, which a company uses to sell its products and services.
An example of the relationship between marketing and advertising management can be seen in an illustration of various marketing tactics in relation to the use of advertising management. A popular marketing tactic is to put goods or services on sale. The sale may be a reduction of the normal price of the good or service by a stated percentage. Such a sale or price reduction must be communicated to the consumers. Through the use of various advertising mediums, the company can spread the word or create an awareness of the sale. This ad may be in the form of bright sale signs in the front of shops, through catalogs or weekly newsletters, through the Internet, through the radio or through the television. The process of getting the word about the marketing tactic out is advertising management.
Another relationship between marketing and advertising management can be seen in the use of advertising to promote other types of marketing tactics. For example, advertising can be used to promote a raffle drawing or a promotion offering a cash prize for fulfilling a stated condition, which is a part of the marketing strategy. Advertising may also be used to promote offers like the buy-one-get-one-free marketing tactic. Managing the use of advertising to promote these marketing tactics involves such decisions as to the type of medium to use, how much the advertising budget will be, and the frequency with which the advertisement will run.
The consideration of the amount of the budget in marketing and advertising management involves such factors like whether to air a television advert during prime time and whether to use expensive popular actors and actresses. The choice of the scope of the television advert production matters as well because using expensive producers and directors, lots of extras, and securing a location for the advert means more money. For print adverts, the decision to take out an expensive colored front-page ad, take a center spread, or take a less expensive alternate page is part of advertising management.