Chapter 1 Ugo Tritz.docx - Ugo TRITZ Jerilyn Kamm MKT 3360...

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Ugo TRITZ Jerilyn Kamm MKT 3360 August 23 2018 Advertising is a form of communication that persuades the receiver to take some action. It attempts to influence the behavior of a defined target audience. Advertising englobes six core components, it is a type of communication, directed to receivers, paid for by sponsors, mediated, persuasive and identifies its sponsor. The role of advertising is promoting. There is another kind of advertising that doesn’t need to be financed by the companies, the word-of-mouth advertising, which is the passing of information, especially product recommendations, in an informal, unpaid, person-to-person manner, rather than by advertising or other forms of traditional marketing. Although advertising is paid by sponsors, it can also be free of charge, the public service announcements such as The American Red Cross, United Way don’t have to pay any charge because of their nonprofit status. Historically, advertisers have used the traditional mass media to send their messages. Nowadays, it tends to switch to a variety of addressable media (like direct
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