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Chapter1 - Chapter 1 Outline What is Advertising Today...

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Chapter 1 Outline What is Advertising Today? Introduction to the profession, communication, types of advertising, marketing, and IMC Chapter 1 Objectives 1. Define marketing and identify the four elements of marketing strategy 2. Define advertising and differentiate it from other forms of marketing communications. 3. Discuss advertising’s role in marketing strategy. 4. Explain the difference between consumer and business markets. 5. Explain how advertising differs from basic communication. What is Advertising? Definition - Advertising is: structured and composed,  nonpersonal communication of information usually paid for  usually persuasive in nature about products (goods, services, and ideas) by identified sponsors through various media What is Advertising? Types of Media Mass – newspapers, magazines, radio & TV,  Addressable – direct mail, email
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