What is Advertising? Meaning.Advertising is any paid form of (non-personal) communication and marketing used to convince or persuade viewers, readers or listeners about the benefits of certain products, services, a company or even ideas. Show
Typically the aim of advertising is to influence consumption behavior with respect to commercial products or services, but the purpose of advertising may also be educational, political or ideological. Typically the advertiser has to pay for message placement, except for self-advertising. Advertising can be Business to Consumer, Business to Business. A special form is Trade Marketing. How does advertising work?The acronym AIDA describes the stages of an advertising process: Attention, Interest, Desire and Action. Advertisers use Positioning trying to create a favorable perception of a product or service, Brand Personality, or Corporate Reputation in the mind of the prospect. Forms of AdvertisingAdvertising may take many forms, which depend partly on the use of various channels:
Definitions of Advertising
Defining an Advertising StrategyA key tool used by marketers to define advertising strategies for products is McCarthy's Marketing Mix (1960s), also called the 4 P's: Product, Price, Place and Promotion. Later, Booms and Bitner defined the Extended version of the Marketing Mix, also called the 7 P's (add: People, Process and Physical Evidence) which is preferable to design campaigns for intangible products and services. The effectiveness of advertising can be measured by the advertising elasticity of demand. This measures the percentage increase in demand divided by the percentage increase in advertising spending (a number of other factors are also involved to correct for external influences). From mass to segmented to individual marketingIn the past, most advertisements were aimed at the general public. This is changing due to following causes:
Importance of advertising
Advertising AgenciesDesigning and managing large advertising campaigns is complex and time-consuming. Multiple specialized skills are needed. While large companies are able to manage certain advertising activities themselves, a lot of advertising activities are also traditionally outsourced to specialized advertising agencies. Typical roles and responsibilities of professionals of advertising agencies include:
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Compare also: Product Life Cycle | Target Marketing | Positioning | Co-Marketing | Cross-Branding | Synchromarketing | Tie-in Marketing | Subliminal Advertizing | Ambient Advertising What is identified sponsor in advertising?Identified sponsors means whoever is putting out the ad tells the audience who they are. There are two reasons for this: first, it's a legal requirement, and second, it makes good sense.
Is any paid form of nonpersonal presentation and promotion of ideas goods, or services by an identified sponsor quizlet?Advertising: any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor.
What are four methods of promotion a company might use to promote its products?Promotion looks to communicate the company's message across to the consumer. The four main tools of promotion are advertising, sales promotion, public relation and direct marketing.
What is promotion mix in marketing management?What is a promotional mix? A promotional mix is a combination of marketing methods including advertising, sales, public relations and direct marketing to achieve a specific marketing goal.
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