Evolution Of Advertising

sunandaC

Sunanda K. Chavan
Evolution Of Advertising


‘From a freelance activity to an integral component of the Marketing Plan’

As a business task, advertising has to meet certain clear-cut objectives. In the past, advertising often operated within organizations almost like a freelance activity.

The creative nature of the job often gave it the image of an activity that could not be subjected to established management norms and controls.

This position, however, has been undergoing changes over the years. The commercial world will not blindly accept costs that cannot yield measurable results.

Since advertising involves heavy costs to the advertiser, it is only natural that advertising slowly got included in those management activities that are expected to yield results proportional to the effort and cost involved.

The advertiser started asking: "Am I getting my money’s worth?" Advertising was slowly becoming a management task, well within the rules of the management process.

People began to expect tangible results from advertising; and when such evaluation came, the role of objectives and goals in advertising became crucial.

It came to be accepted that advertising had to operate with certain well-defined objectives against which the results of the programme can be later measured.
 
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