Advertiser’s role in communication objectives


The advertiser’s role is to determine the communication objectives. These have to be in line with the overall organizational goals and strategy. Often in determining these objectives industry conditions play a major role. Specifically, the intensity of inter-firm rivalry and demand and supply conditions within the industry play major role in determining communication goals and strategy. For example, in the oil industry where demand outstrips supply, the goal of any oil company is to de market oil and this involves educating customers on the need to conserve oil and save energy. But the same is not true in case of the hospitality and the air travel industry which has to even out the demand fluctuations. Hence, demand creating advertising in lean period becomes important for these firms.

The advertiser’s goals and strategy are influenced by the government policy. Cigarette and liquor cannot be advertised in the mass media and hence companies making them have to find a new media or indirectly advertise the brand. Besides playing a regulatory role, the government may also play a facilitating role when it may decide to give prime time on its T.V. channel to companies advocating social issues like campaign against AIDS or drugs or dowry. It may even sponsor news or films made by the corporate sector on television. Hence government rules and regulations and electronic media (T.V., Video, Cable T.V. Radio etc.) policies play a dominant role in advertiser’s decision-making.

The advertiser is facilitated by advertising agencies and media in translating its goals into action. Marketing research in turn assists all these institution, i.e. the advertiser agencies and the media. Within the advertiser’s organization, it’s the product managers, or the brand managers (as in soft drinks and personal products) whose task is to coordinate between the advertising agencies and the organization. In fact, in many of the multinational and large Indian firms, a product manager or brand manager is a strategist and it’s his or her responsibility to develop communication goals for the product or brand and evolve a marketing plan and strategy for it. The advertising campaign, which is a part of this overall marketing strategy, is often decided by the product managers. Where the product management structure does not exist, it’s the marketing manager’s job to evolve the advertising strategy and also liaise with the advertising agencies.

While all large advertisers depend on advertising agencies to develop the campaign, smaller advertisers, has to depend on its own internal resources or take the services of freelance advertising personnel. Again, in a large advertiser, it’s the marketing personnel who are involved in the advertising campaign’s development, but in smaller firms it’s the owner or the entrepreneur who has to decide on it. Thus, when we refer to an advertiser, it is necessary to understand the decision making process in these organizations as also the controlling influence of government and competition. For, this will affect the quality of the advertising campaign.