Summary of chapter 15-Advertising

A simple definition of advertising are nonpersonal presentation or promotion of goods and ideas.This definition has become blurry as many practitioners believe differentiating advertising from others forms of marketing is no long useful.The functions of advertising are marketing,education,economic and social.Then i also learned about types of advertising that can be classified in several ways like target audience ,primary or selective demand.Advertising in digital age,makes the birth of online advertising.If you look at the audience, they continue to take control over media choices.Advertisers reach audiences in other ways like product placement,or viral advertising.Then we look at the new channel,where digital revolution opens up new advertising avenues like blogs.Other than that,there are 3 main components of advertising industry which are advertisers,agencies and media.When looking at advertisers there are 2 main type of advertisers which are national and local.Followed by agencies where there is independent business organization to develop ,prepare or place advertising.Last one is the media where there are for important dimensions vary by medium that are reach,frequently,selectively and efficiency.When looking at the advertising campaign where we should choose the market strategy ,select main appeal or theme,product ads,thus the advertising research are formative ,message research and tracking studies.Business-to-business which are multi-billion dollar industry ,with advertising directed at business rather than general consumers.There are four categories which are trade,industrial,professional and agricultural,whereas in consumer type of business ,the target audience are small,products are technical,complex and expensive.