What Is the Role of Account Management in Advertising?

Advertising management is the behavior of the state to manage the economy and is an important part of China's industrial and commercial administration. Belongs to the category of economic management.

Advertising management

(Management of the advertising industry and advertising campaigns)

Compared with the generation of advertisements, the emergence of advertising management is much later. From the end of the 18th century to the beginning of the 19th century, Britain, the United States and other countries broke out.

Advertising management is the management of the advertising industry and advertising activities. The objects, methods, content and

Management of advertisers, management of advertising operators, management of advertising publishers

The advertising management system is the overall framework of a country's advertising management, so it often varies from country to country. Different countries have different social and political systems, and their advertising management systems will also differ. Although there are some differences in the advertising management systems of various countries around the world, they are generally consistent in most countries. Most countries are led by government administration, supplemented by the self-discipline of the advertising industry and the supervision of public opinion. A complete advertising management system.

Advertising management system is managed by advertising administration,

The origin and development of self-regulation in the advertising industry

No matter how perfect the laws and regulations on advertising management are, there will always be omissions. No matter how effective the government is in managing advertising, there are areas that its management functions cannot reach. Therefore, in the West, in addition to the specialized or part-time advertising management agencies set up by the government and the formulation of laws and regulations on advertising management, the necessary self-management within the advertising industry is also required. This is commonly referred to as the advertising industry Self-discipline.

As early as the 1880s, John Powells, known as the father of modern advertising, called on the American advertising industry to stop false advertising and advocated that the language of advertisements should be authentic, reliable, concise and vivid. Claim. In 1903, John Adams Thayer became the first advertiser to openly oppose deceptive advertising. Two years later, some advertising managers formed the American Advertising Union Club and launched an advertising honesty campaign. In the same year, the World Advertising Federation was established on the basis of the Advertising Union Club. It accepted the slogan of Advertisement of Advertising, established Audit Committees to manage advertising throughout the United States, and initiated a Printers Ink magazine. State legislative advocacy promotion campaigns declaring dishonest advertisements for criminal behavior. It can be seen that the issue of advertising honesty has long caused widespread concern in the advertising industry. After World War II, the World Advertising Federation officially changed its name

Advertising social supervision concept

Advertising social supervision and management, also known as consumer supervision or public opinion supervision and management, is the supervision and reporting of various illegal and disciplinary advertisements by consumers and public opinion. Under normal circumstances, advertising management is mainly based on government administration, but this does not mean that advertising industry self-regulation and consumer supervision and management are optional or unnecessary. On the contrary, it is because of advertising industry self-regulation. With the addition of consumer supervision, the government's administrative management of advertising has become more powerful, and advertising management has become richer.

Advertising social supervision is mainly through consumer organizations established by the majority of consumers. They routinely supervise advertisements in accordance with national advertising management laws and regulations, report and complain about illegal advertising and false advertising to government advertising management agencies, and to government legislatures. Make legislative requests and suggestions. Its purpose is to stop or limit the infringement of false and illegal advertisements on consumers' rights and interests in order to protect the legitimate rights and interests of advertising consumers and ensure the healthy and orderly development of the advertising market.

China's advertising social supervision organization mainly refers to the Chinese Consumers Association and consumer associations established in some places (some are called the Consumer Council or Consumer Federation). In addition, the National User Council, established in Beijing in August 1983, is China's first national consumer organization. China Consumers Association was established in Beijing on December 26, 1984 with the approval of the State Council. As of 1994, there have been more than 2,400 consumer associations at or above the county level, and more than 33,000 social supervision networks have been established in various forms to protect consumers in streets, towns, and large and medium-sized enterprises. Consumer associations are basically sponsored by the departments of industry and commerce administration, technical supervision, import and export inspection, price, health, and other organizations such as trade unions, women's federations, and the Communist Youth League Central Committee. As a corporate legal person, it is attached to the "official and private" consumer organizations of the same level administrative bureau for industry and commerce.

Characteristics of advertising social supervision

Compared with the advertising administrative management system, the advertising review system, and the self-regulatory system of the advertising industry, the social supervision of advertising has its own characteristics. These characteristics include:

(1) Extensiveness of the subject of advertising social supervision

Advertisers' goods or services must be published as advertising information through a certain medium in order to be accepted by the general public, thereby generating consumer willingness and behavior. At the same time, once an advertising message is released, it means that it has fallen Into the "big ocean" of the public, it is subject to all-round supervision by the advertising audience. These advertising audiences constitute the main body of advertising social supervision. Each member of the advertising audience can supervise the authenticity and legitimacy of advertisements, and feedback their supervision results to the advertising social supervision organizations at all levels, thereby forming a huge advertising social supervision. Army. Therefore, the subject of advertising social supervision has a wide range of characteristics.

Advertising Social Supervision Organization

The "official and private" nature

In the West, advertising social supervision organizations, that is, various consumer protection organizations, are spontaneously established, fully represent the interests of consumers, have almost no official color, and play the role of "consumer fighters" in society. Consumer associations at all levels in China are more official and private. This kind of "official will run by the people" is mainly manifested in: first, consumer associations at all levels were established after approval by the people's government at the same level, not completely voluntary behaviors of consumers; The administration for industry and commerce has no unique status. Third, it needs the support of the government at the same level in terms of funding, staffing, and office conditions, and lacks autonomy. Due to this "official and private" nature, the advertising social supervision organization has a dual mission: to reflect the official will to a certain extent, and to protect the legitimate rights and interests of consumers. Of course, the two do not contradict each other more often, but are consistent.

Spontaneity of Advertising Social Supervision

The supervision of advertisements by advertising audiences in accordance with the law is not caused by the directives of the advertising management agencies and advertising social supervision organizations, but is a completely spontaneous and voluntary behavior. In the process, there are almost no administrative orders and administrative interventions. This self-publishing of advertising audiences mainly comes from: firstly, the awareness of the advertising audiences on their right to receive real advertising information is strengthened; secondly, the awareness of the advertising audiences on the protection of their legitimate rights and interests is enhanced. And all this depends on the improvement of human quality and the strengthening of the self-protection awareness of advertising audiences. Therefore, the more the society develops, the higher the degree of civilization, the better the quality of the person, and the stronger the self-protection consciousness of the advertising audience, the more spontaneous and conscious his supervision of advertising will be.

The intangible authority of the results of advertising social supervision

Advertisers publish advertisements and convey information about goods or services to the public. The purpose is to make the general public become advertising audiences, and to develop potential purchase trends into actual purchase behavior. That is to make the public accept their advertisements and then purchase their goods or use their services. But whether the public is willing to accept its advertising information, whether it is willing to generate purchase desires and purchase behaviors, the initiative is not on the side of the advertiser or the advertising company, but on the side of the advertising audience. Whether the advertising information is true and whether the advertiser's commitment is credible will directly affect whether the advertising audience recognizes it. Therefore, the monitoring result of the advertising society, which is mainly based on the advertising audience, has an intangible authority. The intangible authority of the results of social supervision cannot be ignored by advertisers and advertising companies in their creative ideas, ideas, designs, and productions. Any neglect or scorn of it will lead to serious consequences.

Operation Mechanism of Advertising Social Supervision

Simply put, the operation of China's advertising social supervision is divided into three levels, from top to bottom, advancing layer by layer, forming an orderly whole and self-contained system. The three levels are: all-round supervision of advertising by advertising audiences; the central safeguard role of advertising social supervision organizations; news media, government advertising management agencies, and people's courts' exposure, banning, and punishment of false and illegal advertising and their responsible persons .

Advertising audience's overall supervision of advertising

Every member of the society who has access to advertising has the right to supervise advertising as long as there are no physical or psychological defects. Due to the huge advertising social supervision team, the gender, age, birth, interests, and hobbies of its members are different, so their requirements for advertising are not the same; some require the content to be authentic, some require profound meaning, and some require a simple style ... These many differences and inconsistencies constitute the main body of the advertising society's supervision-the advertising audience's comprehensive supervision of advertising. Any illegal and false elements in advertising cannot escape the eyes of the advertising audience. The advertising audience's all-round supervision of advertising constitutes the first level of advertising social supervision, which is the basis of advertising social supervision. It can be said that without such a large advertising social supervision team and their conscious supervision of advertisements, only a limited number of consumer associations at all levels, no matter how hard they work, will not be able to complete the complex and numerous Advertising oversight. It is precisely because of the solid foundation of all-round supervision of advertising by advertising audiences that the social supervision of advertising can proceed smoothly.

The central guarantee role of advertising social supervision organizations

The advertising social supervision organization is between the news media, the advertising management agency, the people's court, and the advertising audience in the operating mechanism of the advertising social supervision, and is at the second level. Social supervision of goods or services and protection of consumers' legitimate rights and interests are two major tasks determined by the nature of consumer associations. Correspondingly, the advertising social supervision organization also has two major tasks: one is to conduct social supervision of the advertisement of goods or services, and the other is to protect the rights of the advertising audience to receive real advertising information. In order to accomplish these two tasks, on the one hand, the advertising social supervision organizations must actively publicize and mobilize all forces that can be mobilized, including from individuals, or from enterprises, institutions, social groups and other organizations, to conduct a comprehensive range of advertising. Social supervision. On the other hand, when advertising audiences report and complain about false or illegal advertisements, the advertising social supervision organizations have the responsibility and obligation to report to the mass media and let the news media expose them; if the circumstances are serious and cause serious consequences, The advertising social supervision organization shall also sue to the advertising management organ and the people's court. Therefore, in the operation mechanism of the advertising society supervision, the advertising society supervision organization connects the news media, the advertising management agency, the people's court, and the advertising audience, and plays an important central safeguard role, and together forms an organic whole.

(3) Exposure, suppression and punishment of false and illegal advertisements by the news media, government advertising management agencies, and people's courts

It is determined by the characteristics of the "official private-run" organization of the advertising social supervision organization that it cannot independently complete the two tasks of conducting social supervision of goods or services advertising and protecting the right of advertising audiences to receive real information; under normal circumstances, it has to resort to Exposure, suppression and punishment of false and illegal advertisements and their responsible persons in the news media, government advertising management agencies, and people's courts. Therefore, the exposure, suppression and punishment of false and illegal advertisements and their responsible persons by the news media, government advertising management agencies, and people's courts constitute the third and highest level of the operation mechanism of the advertising society. At this level, the most common way for advertising audiences to complain and report false and illegal advertisements is to publish them to the news media through a certain social supervision organization, and then expose them to the news media, using the power of social public opinion to prevent The emergence and further spread of false and illegal advertising. Therefore, the exposure of the news media to false and illegal advertisements plays a vital role in the social supervision of advertisements, and this effect is irreplaceable to a certain extent. It can be said that whether the task of advertising social supervision is completed or not depends to a large extent on whether the media's public opinion monitoring role of false and illegal advertising has been exerted. In addition, the ban on punishment and punishment of false and illegal advertisements by the government's advertising management agency and the people's court that have caused serious harm and caused serious harm is also an important guarantee for the successful realization of advertising social supervision. Of course, this is no longer the social supervision of advertising, but belongs to the scope of advertising administration.