Advertising And The Marketing Process
- Topics:
- Marketing Communications
- Tags:
- Advertisement,
- Integrated Marketing Communication,
- Marketing,
- Marketing Research,
- Villanova University
- Source:
- Villanova University
FREE Registration is required
Overview: Advertising is a paid form of communicating the product promotional message by the use of various media amongst the target audience. It is persuasive, informative, and designed to influence purchasing behavior or thought patterns. The various promotional tools involved in product promotion comprise the promotional mix of an organization. They include advertising, personal selling, sales promotion, public relations, and direct marketing. Integrated Marketing Communication (IMC) is the judicious and efficient use of the product promotional tools so that a universal, clear, and effective promotional message is communicated amongst the target audience. The paper explores the relationship between advertising and marketing and presents an overview of the IMC planning process.
(Is this item miscategorized? Does it need more tags? Let us know.)
Format: HTML | Size: 1,393KB | Date: Jan 2003 | Pages: 24
