Centralized Advertising Activity has been defined as that which - is located at or directed by headquarters, reporting to corporate sales or marketing head or in top management.
In operation it gets the necessary product, market, and budget information from the divisions and then controls the execution of the various programmes by:
1. Providing the needed information and guidance to the advertising agency and other services;
2. Then reviewing and approving the completed work before getting division approval
In many organizations, marketing activities are divided along functional lines, with advertising placed alongside and other marketing functions such as sales, Mktg research and product planning.
The advertising manager is responsible for all promotions activities. In this system the advtg manager controls the entire promotions operations, including budgeting, co-ordination in production of ads, planning media schedules and monitoring &administrating the sales promotion.
Eg: Ranbaxy, Cipla.
Advantages of centralized system:
1) Facilitates communication
2) Fewer personnel required
3) Continuity
4) Allows for more top management involvement.
In operation it gets the necessary product, market, and budget information from the divisions and then controls the execution of the various programmes by:
1. Providing the needed information and guidance to the advertising agency and other services;
2. Then reviewing and approving the completed work before getting division approval
In many organizations, marketing activities are divided along functional lines, with advertising placed alongside and other marketing functions such as sales, Mktg research and product planning.
The advertising manager is responsible for all promotions activities. In this system the advtg manager controls the entire promotions operations, including budgeting, co-ordination in production of ads, planning media schedules and monitoring &administrating the sales promotion.
Eg: Ranbaxy, Cipla.
Advantages of centralized system:
1) Facilitates communication
2) Fewer personnel required
3) Continuity
4) Allows for more top management involvement.