An advertising manager

An advertising manager is someone who plans and directs the promotional and advertising campaigns of companies in order to generate interest in a product or service. They work with art directors, sales agents, and financial staff members in order to develop and execute these campaigns, and will often act as liaisons between agencies and clients.

An advertising campaign is a series of advertisement messages that share a single idea and theme. Advertising campaigns appear in different media across a specific time frame of frequent flyers points.

Here we can give several good examples of successful advertising campaigns:

The Coca-cola Company

The Cocal-cola company always amazed the whole world by choosing the most vivid, attractive, catchy advertising techniques and being the first in this field. Having “bought” all consumer’s Christmas and New Year Eve associations, having dyed Santa in red, having sent their drink in the outer-space, it still continues to give us a buzz by launching even more attractive ad campaimgs, for instance, the latest, campaign of personalizing (sticking a name on) each bottle of coke.

2) Land Rover (Intelligent business example)

Having given Massai mane to the new car concept – Freelander Massai, the famous British car manufacturer used the actual peoples of Massai tribe in Afrika in their campaing – by positioning them in a form a that new concept. That actually apllied to the qualities of that tribe – strength, and fearlessness.

3) One can but mention advertising wars between BMW and Mercedes. Both companies, competing on the same markets, have repeatedly launched the same competing campaigns, praising their own cars and explicitly denouncing the rival ones.

Brands

Brand is a type of product manufactured by a particular company under a particular name.

A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed. A brand name is the name of the distinctive product, service, or concept. Branding is the process of creating and disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names.

Brands are usually protected from use by others by securing a trademark or service mark from an authorized agency, usually a government agency. Before applying for a trademark or service mark, you need to establish that someone else hasn't already obtained one for your name. Although you can do the searching yourself, it is common to hire a law firm that specializes in doing trademark searches and managing the application process, which, in the United States, takes about a year. Once you've learned that no one else is using it, you can begin to use your brand name as a trademark simply by stating it is a trademark (using the " TM " where it first appears in a publication or Web site). After you receive the trademark, you can use the registered (?) symbol after your trademark.

Brands are often expressed in the form of logos, graphic representations of the brand. In computers, a recent example of widespread brand application was the "Intel Inside" label provided to manufacturers that use Intel's microchips.

A company's brands and the public's awareness of them is often used as a factor in evaluating a company. Corporations sometimes hire market research firms to study public recognition of brand names as well as attitudes toward the brands.

The challenge of keeping brands strong is one of the most important objective.

Reputation of a brand, like a human reputation, is something of great value. Many companies have given in temptation to do something for short-term profit and reduced the quality of their products or stretched their brands unwisely. They then spend years trying to repair the damage. There have been many examples of brands that have been damaged by strategic errors, for example Levi’s with its unsuccessful move into suits.

Without question, brands are more important then ever before. More companies now consist essentially of intangible assets as patents plus the value of their brands. Companies that build strong brands have big advantages over competitors. They allow companies to increase their revenues and margins.

Investment

According to investopedia.com investment is an asset or item that is purchased with the hope that it will generate income or appreciate in the future. Wikipedia.com provides us with another definition: investment is time, energy, or matter spent in the hope of future benefits actualized within a specified date or time frame. Investment has different meanings in economics and finance. In an economic sense, an investment is the purchase of goods that are not consumed today but are used in the future to create wealth. The building of a factory used to produce goods and the investment one makes by going to college or university are both examples of investments in the economic sense. On the other hand, in finance, an investment is a monetary asset purchased with the idea that the asset will provide income in the future or appreciate and be sold at a higher price. In this sense investments include the purchase of bonds, stocks or real estate property. But this is traditional finance investments. They are to be contrasted with alternative investments. An alternative investment is an investment in asset classes other than stocks and bonds. The term includes tangible assets such as precious metals, art, wine, antiques, coins, stamps and some financial assets such as distressed securities, hedge funds, venture capital, financial derivatives and others. Alternative investments are often used as a tool to reduce overall investment risk through diversification.

Speaking about world of business, most ventures start as investments by entrepreneurs, who hope to make financial gains or returns on investment (ROI). As businesses grow, they invest in their own projects in order to increase profits and dividends for shareholders. Some businesses such as insurance companies and investment banks employ professional fund managers to oversee investment portfolios of different types of shares and bonds on the global stock market as their main profit-making activity. Nevertheless, not only legal entities involved in the process of investment. It’s also very popular among common citizens. Lots of people all over the world are brokers, stock market investors and traders. Among the most famous investors are Jessie Livermore, who was known as the great bear of Wall Street, and Warren Buffett, who is considered to be the greatest investor ever. They gathered their wealth thanks to investment activity.

Investment banks are institutions of great importance in the world of investing. Traditionally, the role of the investment banker has been to help corporate clients by providing independent and objective financial advice. Corporations might require the banks’ expertise in order to raise capital on the bond markets, to help float a business on the stock market, or to consult, facilitate and possibly finance mergers and acquisitions.

So an investment bank is a financial institution that assists individuals, corporations, and governments in raising financial capital by underwriting or acting as the client's agent in the issuance of securities (or both). An investment bank may also assist companies involved in mergers and acquisitions (M&A) and provide ancillary services such as market making, trading of derivatives and equity securities, and FICC services (fixed income instruments, currencies, and commodities).Unlike commercial banks and retail banks, investment banks do not take deposits.

The two main lines of business in investment banking are called the sell side and the buy side. The "sell side" involves trading securities for cash or for other securities (e.g. facilitating transactions, market-making), or the promotion of securities (e.g. underwriting, research, etc.). The "buy side" involves the provision of advice to institutions concerned with buying investment services. Private equity funds, mutual funds, life insurance companies, unit trusts, and hedge funds are the most common types of buy side entities.

To my mind, the greatest and most famous investment bank is Goldman Sachs. Over its 145-year history, Goldman Sachs has earned a reputation for seeking out the best and brightest ideas to help push the company to the forefront of global finance. Goldman Sachs commands nearly $1 trillion in assets, putting in long hours to make deals and make money. It’s quintessential Wall Street.

So since the middle of XX century, investment has been a vital part of economic reality. People and legal entities invest in order to raise their money often to invest again and again.

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