Werbemanagement

The present work is not primarily to be understood as a scientific treatise. Rather, the author presents, against the backdrop of scientific findings, how advertising is implemented in concrete management based on problem definitions. Common procedures are occasionally criticized from the author's experiential perspective. The focus is not so much on the question of how to design advertising (this aspect is only dedicated a chapter), but rather on how to integrate advertising into marketing management and realize it as a marketing instrument (alongside others). Creating good advertising is one question; enforcing that advertising within management is another. The entire treatise is essentially structured analogously to a decision-making process. Starting from a comprehensive problem analysis, one arrives at the definition of goals. From this, requirements for design, budgeting, and media strategy are derived. The necessary alternatives for problem-solving are created by advertising agencies. The required socio-technical knowledge is discussed in a detailed chapter. Subsequently, the available alternatives are assessed for their suitability for problem-solving, which should typically occur in a pretest. Subsequent evaluations of advertising effectiveness then serve as the starting point for further advertising measures.