For many years, the promotional function in most companies was dominated by mass media advertising. Companies relied primarily on their ad agencies for guidance in nearly all areas of marketing communications. Most marketers did use additional promotional and marketing communication…

Advertising has a carryover effect that lasts beyond the current period. Although advertising is treated as a current expense, part of it is really an investment that builds up an intangible asset called brand equity. This treatment of advertising reduces…

The advertising objectives must flow from prior decisions on target market, market positioning, and marketing mix. Informative advertising: It is heavily used in the pioneering stage of a product category, where the aim is to build primary demand. Ujala commercial,…

Advertising campaign can be defined as the correlation and combination of an advertisement and related efforts in respect of a product or service, during a particular period of time, and directed towards the attainment of one or ore predetermined objectives.…

As a form of mass communication, advertising delivers relevant messages to target audiences and by changing mental states, it can perform a number of functions. Advertising moves consumers from being unaware of a product or service to finally purchasing it.…

The American Marketing Association defines advertising as “Advertising is defined as any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor.” Advertising agencies:   An advertising agency is an independent organization that provides…