Advertising management is the process of creating, implementing, and evaluating advertising campaigns to promote products, services, or brands. It involves planning and executing marketing communications programs to reach target audiences and achieve marketing objectives.
The latest research areas in advertising are focused on understanding consumer behavior and attitudes, and finding new and innovative ways to reach and engage audiences. These areas include:
- Digital Advertising: This area of research is focused on understanding how consumers interact with digital advertising and how to create effective campaigns across different platforms, such as social media, search engines, and mobile devices.
- Influencer Marketing: This research area is concerned with understanding the role of influencers in promoting brands and products, and how to effectively engage and collaborate with influencers to reach target audiences.
- Programmatic Advertising: This area of research examines the use of algorithms and data to automate the buying and selling of advertising space, and how to optimize programmatic campaigns for maximum impact.
- Advertising Metrics and Analytics: This area of research is focused on developing new methods for measuring the effectiveness of advertising campaigns, and using data and analytics to make informed decisions about advertising strategy and tactics.
- Customer Engagement: This research area examines how to create meaningful connections with customers through advertising, and how to engage and retain customers over time.
Recent Developments:
- The rise of voice-activated devices such as Amazon Echo and Google Home has created new opportunities for advertisers to reach consumers through voice-activated ads.
- The growth of social media platforms has led to a focus on influencer marketing, as brands partner with influencers to reach target audiences.
- Artificial intelligence and machine learning are increasingly being used in programmatic advertising to automate and optimize ad targeting and delivery.
- Virtual and augmented reality are becoming important tools in advertising, with companies exploring new ways to engage customers through immersive advertising experiences.
- The use of mobile advertising continues to grow, with brands and advertisers finding new ways to reach consumers on their mobile devices.
Overall, the field of advertising management continues to evolve, and researchers are constantly exploring new ways to reach and engage audiences, and to measure the impact of advertising campaigns. By staying up-to-date with the latest research and developments in the field, advertising managers can ensure that their campaigns are effective and impactful.
Keywords: advertising campaigns, target audiences, marketing objectives, social media, search engines, mobile devices, influencers, algorithms, data, customer engagement, effectiveness.
References:
- Belch, G. E., & Belch, M. A. (2017). Advertising and promotion: An integrated marketing communications perspective (10th ed.). McGraw-Hill Education.
- Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network- and small-group-based virtual communities. International Journal of Research in Marketing, 21(3), 241-263.
- Zerhan, J. (2018). The future of programmatic advertising: An executive roundtable. The Marketing Review, 18(4), 409-422.
- Yu, S., & Kim, Y. (2019). The role of customer engagement in digital advertising: A review and future directions. Journal of Marketing Analytics, 7(2), 175-189.
- Zhang, J., & Kim, Y. (2017). Influencer marketing: A review and research agenda. International Journal of Advertising, 36(2), 143-164.