Chapter 1: Advertising
What is advertising?
The purpose of advertising has always been to sell a product, which can be goods,
services, or ideas.
Advertising: is a paid form of persuasive communication that uses mass and
interactive media to reach broad a
What is brand and marketing communication?
Marketing Communication: involves the use of variety of tools and functions,
such as advertising, public relations, sales promotion, direct response, events and
sponsorships, point of sale, digital medi
How do consumers make brand decisions?
AIDA: Based on a linear, information-processing approach.
1. Need recognition: the goal of brand communication at this stage is to
activate or stimulate this need
2. Information search: marcom messag