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Introduction to Advertising

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Introduction to Advertising CW1

1. Use examples of recent advertisements to explain the role and functions of advertising.

What is Advertising? It is a monetary and non-monetary form of persuading the audience through communication that uses:
“Non-personal mass media – as well as other forms of interactive communication – to reach mass audiences to connect an identified sponsor with a target audience” (Wells, Moriarty, and Burnett)

If firms want to gain and increase sales and profits, they will have to be communicated to the customers. A total marketing communication program is called “promotion mix”. One of its key components is advertising. Before firms begin this step in ‘promotional mix’ business must understand the important relationship between the product and the market place.
{Advertising is the most important element of promotion, which is a key component of the Marketing Mix.}
What is Marketing Mix?
This is one of the most famous marketing terms when studying Marketing and Advertising.
“The marketing mix is the set of controllable tactical marketing tools. That considers the the 4P’s. * Product * Price * Place * Promotion This is what firm blends to produce the response it wants in the target market”. {Kotler and Armstrong (2010)}
What is the right promotional mix?
Business need to see how products or services are presented to customers. Their main criteria to check on is, personal selling, sales promotion, public relations and advertising.

The role and functions of Advertising;
The roles and function of advertising are many and varied. A few of them are listed below * To reach large audiences, and discrete groups * To help consumers assess the value of a product * To build awareness of products and brands * To create and maintain brand…...

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