The challenge of advertising goes beyond the act of creating messages and involves also the task of placing ads in the right advertising media and selecting appropriate measures to assess whether an advertising campaign has achieved its goals.
Advertising management can thus be thought of as the process of creating ad messages, selecting media in which to place the ads, and measuring the effects of the advertising efforts: messages, media, and measures.
This process generally involves at least two parties, the organization that has a product or service to advertise, the client, and the independent organization that is responsible for creating ads, making media choices, and measuring results, the agency. The following sections first examine advertising management from the client’s perspective and then the agent’s.
Because most advertising is undertaken for specific brands, the client typically is represented by an individual who works in a brand- or product-management position.