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Advertising simply put is telling and selling the product. Advertising Management though is a complex process of employing various media to sell a product or service.

This process begins quite early from the marketing research and encompasses the media campaigns that help sell the product.

Marketing communications is essentially a part of the marketing mix. The marketing mix defines the 4Ps of marketing and Promotion is what marketing communications is all about.

It is the message your organization is going to convey to your market. You need to be very particular about different messages you are going to convey through different mediums.

How Advertisers Get Results in the Post-Advertising Age

In our ad-rejecting, soon-to-be all-mobile world, traditional approaches have stopped working and some marketers seem lost in the past.

In fact, the opportunities massively outweigh the problems if marketers are willing to transform their teams and approaches to leverage the new realities of the digital era.

Here’s a battle-tested, disciplined 3-part system that drives engagement, loyalty and the bottom-line in the emerging audience-controlled landscape of digital media and marketing.

Effective marketing starts with storyfinding — knowing how to locate the core narrative that most powerfully connects a brand and its audiences.

It’s always smart to begin at the beginning.

You can’t tell a brand story you don’t know. Yet too many brands and agencies have no formal process for finding a brand’s most effective core narrative.