The Advertising Management Is a Significant Part of the Marketing

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The Advertising Management Is a Significant Part of the Marketing

Advertising management and visual branding Master programme The advertising management is an important marketing tool in the contemporary business. It is responsible for the planning and overall organization of integrated campaigns targeting the customers (existing and potential) of one company. As customers are the focus, the advertising management starts with a detailed research of their habits and decision-making process, continues with media (traditional and non-traditional) and message strategy, media planning, media buying and ends with a post-campaign analyses. The management of the advertising activities is a task not only of the advertisers but of their ad agencies too. As a result of the proper management the companies achieve their marketing goals (increased sales) and communication objectives (increased awareness, knowledge, liking, preference, conviction or readiness for purchase). The advertising management is one of the most important tools for building customers’ loyalty and strong brands. The master programme in Advertising Management and Visual Branding covers all specified areas. It has 2 specialties: Communication and brand management Management of the creative process in advertising Among the major courses are Principles of the marketing communications, Strategic planning, Online Advertising, Social media advertising, Product placement, Visual instruments in advertising, Advertising, branding and visual communications, Internal and external PR communications, Visual merchandising, Media planning, Photography, Brand strategies, Brand management, Event management. Throughout the programme there are about 10 practical projects in which students take part. They are related to various fields in advertising and aim to reveal the students’ capability to apply their knowledge in a practical case. .

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A Brief Primer on the Economics of Targeted Advertising
ECONOMIC ISSUES A Brief Primer on the Economics of Targeted Advertising by Yan Lau Bureau of Economics Federal Trade Commission January 2020 Federal Trade Commission Joseph J. Simons Chairman Noah Joshua Phillips Commissioner Rohit Chopra Commissioner Rebecca Kelly Slaughter Commissioner Christine S. Wilson Commissioner Bureau of Economics Andrew Sweeting Director Andrew E. Stivers Deputy Director for Consumer Protection Alison Oldale Deputy Director for Antitrust Michael G. Vita Deputy Director for Research and Management Janis K. Pappalardo Assistant Director for Consumer Protection David R. Schmidt Assistant Director, Oÿce of Applied Research and Outreach Louis Silva, Jr. Assistant Director for Antitrust Aileen J. Thompson Assistant Director for Antitrust Yan Lau is an economist in the Division of Consumer Protection of the Bureau of Economics at the Federal Trade Commission. The views expressed are those of the author and do not necessarily refect those of the Federal Trade Commission or any individual Commissioner. ii Acknowledgments I would like to thank AndrewStivers and Jan Pappalardo for invaluable feedback on numerous revisions of the text, and the BE economists who contributed their thoughts and citations to this paper. iii Table of Contents 1 Introduction 1 2 Search Costs and Match Quality 5 3 Marketing Costs and Ad Volume 6 4 Price Discrimination in Uncompetitive Settings 7 5 Market Segmentation in Competitive Setting 9 6 Consumer Concerns about Data Use 9 7 Conclusion 11 References 13 Appendix 16 iv 1 Introduction The internet has grown to touch a large part of our economic and social lives. This growth has transformed it into an important medium for marketers to serve advertising.
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