Full Project – Design and implementation of advertisement management system
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CHAPTER ONE
INTRODUCTION
1.0 INTRODUCTION
Advertising management is a planned managerial process designed to oversee and control the various advertising activities involved in a program to communicate with a firm’s target market and which is ultimately designed to influence the consumer’s purchase decisions. Advertising is just one element in a company’s promotional mix and as such, must be integrated with the overall marketing communications program. Advertising is, however, the most expensive of all the promotional elements and therefore must be managed with care and accountability. Advertising management process also helps in defining the outline of the media campaign and in deciding which type of advertising would be used before the launch of a product (Koleman, 2017).
Woolsworth et al. (2015) stated that advertising management is a complex process that involves making many layered decisions including developing advertising strategies, setting an advertising budget, setting advertising objectives, determining the target market, media strategy (which involves media planning), developing the message strategy and evaluating the overall effectiveness of the advertising effort) Advertising management may also involve media buying. The internet has opened a new dimension of business opportunities in the advertising arena by completely replacing conventional sources of information through its interactivity and ease of operation.
Providing a widespread market-reach in cost effective manner, the internet has led to the emergence of numerous marketing advances that also breakthrough the web barrier. Since information technologies cannot benefit organizations unless they are used, Management Information System researchers have focused a great deal of attention on factors that affect the use of information technology (Swanson, 2018). Information technology (IT) researchers have turned their attention to factors that affect the use of end-users systems information technology utilized directly by non-technical knowledge workers and managers most especially in multi-product manufacturing companies in underdeveloped and developing African countries like Nigeria, Cameroon, Ghana, etc.
Benedict and Squels (2013) asserted that information technology advancements have introduced a number of incredible things that were dreams in the past. The idea of web-based supermarket service is a very strong idea for today’s business and it can put valuable effects on the business of any organization in today’s competitive business environment. Advertising is qualitatively different from publicity where the message sponsor is either not identified or ambiguously defined, and different to personal selling which occurs in real-time and involves some face-to-face contact between message sponsor and recipient allowing for two-way dialogue.
Udall (2016) explained that while advertising refers to the advertising message, per se, advertising management refers to the process of planning and executing an advertising campaign or campaigns; that is, it is a series of planned decisions that begins with market research continues through to setting advertising budgets, developing advertising objectives, executing the creative messages and follows up with efforts to measure the extent to which objectives were achieved and evaluate the cost-benefit of the overall advertising effort. In commercial organisations, advertising, along with other marketing communications activities, is the ultimate responsibility of the marketing department. Some companies outsource part or all of the work to specialists such as advertising agencies, creative design teams, web designers, media buyers, events management specialists or other relevant service providers.
1.1 BACKGROUND OF THE STUDY
According to Raviola (2018), with the help of the advertising actions, the company aims to provide comprehensive public information about the business, its products and services, the brand(s) under which they are present on the market, to determine the consumers to perform the act of purchasing. On long-term the company wants to introduce some behavioural changes in various categories of consumers, and maintain their loyalty to the company’s offers. How much the advertisers are concerned to identify the needs and the profile of the target consumers and the methodology used by them in preparing the action certify their level of professionalism.
Depending on the object, advertising can advertise products (services), brands and institutions. Thus, advertising aims to stimulate the consuming demands for goods and services, while brand advertising is focused on highlighting the brand under which goods are offered on the market; the latter is the most used given that lately there has been an explosion of brands under which the companies produce and sell goods and services. The marketing strategy is a means of communication with the market, either directly or indirectly. On developed markets, buyers, customers, consumers are free to choose to buy or not to buy a product or service, or to choose one provided by someone else.
Sanderson et al. (2013) stated that it is said that in 1472 in England there was a first experience that could be considered a form of developed advertising: a leaflet announcing that a new prayer book was published and that it could be purchased at the church sexton in London. Another type of advertisement could be considered the following: in 1650 the London newspaper announced a substantial reward for twelve horses lost three days before. Until the industrial revolution the advertisement had a personal character and it addressed an important number of people; hence, some articles with an advertising character were published in local newspapers. In the North American colonies there was a newspaper that started the inclusion of advertisements in 1704. A main role in advertising was played by Benjamin Franklin, who was the first who made different frame sizes in order to attract the readers’ attention, and also the first who used images. In June 1844 the first magazine advertisement appears in the ‘Southern Messenger’.
The history of marketing considers Brad Palmer to be the first advertising agent. He had a business in the United States of America, buying spaces in newspapers and magazines re-selling them to the ones interested to make their own advertisement. That happened in 1841. In 1890 the first advertising agency in the world appeared; it planed, created and executed advertising campaigns for clients. The technological process in telecommunications is a new step in the evolution of advertising (Sanderson, 2013).
1.2 STATEMENT OF THE PROBLEM
There is much stress and a lot of problems attributed to traditional/conventional advertisements. In this method of advertising it can be hard to measure effectiveness, readership figures don’t tell you how many people really see your ad, and response rates can be low. It seems that there was little or no regard for the people who might actually see the ads. They wasted the reader’s time, offered no excitement, lacked believability, or were simply in bad taste and over the years, print media is becoming less popular in favour of online content. These factors influenced the developing of an internet based advertisement so as to reach very large number of consumers at the same time in very short period of time.
1.3 AIM AND OBJECTIVES
The primary aim of this project is to effectively use the internet medium as a means of bringing the products of the company to the awareness of a very large number of consumers so that the company can sell quickly. The objectives of the study are:
- To develop an internet based advertisement that can help sell a new product quickly, enabling them to recoup the costs of developing new products;
- To develop an application that can help motivate salespersons to improve their performance and to induce consumers to purchase goods and services; and
- To design a system that enables advertisers to promote products and services to millions of potential customers through the World Wide Web.
1.4 SIGNIFICANCE OF THE STUDY
This project reveals not only the benefits of the computer technology that are directly making the life of human-being easier but also putting valuable impact on the environment. The project utilizes its sound experience in the web and wireless sector to craft innovative online and mobile advertising solutions for enterprises. The project portfolio encompasses development an information-rich and enhanced graphics website for a company’s products display so as to come closer to the public at very fast rate.
1.5 SCOPE OF THE STUDY
The project focuses on developing an internet application implemented on localhost server for advertisement Indeed Job Advertisement Agency as a case study.
1.6 DEFINITION OF TERMS
Advertisement: a notice or display advertising something communication: the action communicating, a letter or message containing information.
Digital advertising : Digital advertising is the communication made by a company to advertise and promote its brand, product, or service using various platforms and digital channels.
Print advertising: Print advertising means advertisements that are printed in hard copy in publications (newspapers, magazines, journals) likely to be read by your target audience.
Media: is the main means communication (especially television, radio and news papers) regarded collectively.
Management information system: A management information system is an information system used for decision-making, and for the coordination, control, analysis, and visualization of information in an organization.
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Full Project – Design and implementation of advertisement management system