Advertising and Direct Marketing

Advertising is any paid form of nonpersonal presentation and promotion of a product by an identified sponsor using the mass media that is intended to inform or persuade members of a particular audience. For many, advertising is the most familiar and visible element of the promotion mix. Because it can convey rich and dynamic images, advertising can establish and reinforce a distinctive brand identity.

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http://ww2.nscc.edu/gerth_d/MKT2220000/Lecture_Notes/unit11.htm

Note: The above lecture notes were compiled by David Gerth. These materials are a composite of quotations, paraphrases, and ideas from Marketing: Real People, Real Choices, Solomon & Stuart, 2003, Prentice Hall; Contemporary Marketing, Boone & Kurtz, 2004, Thomson; Principles of Marketing, Kotler & Armstrong, 2004, Prentice Hall; Consumer Behavior, Schiffman & Kanuk, 2004, Prentice Hall; and David Gerth. They are only intended for the noncommercial use of students in David Gerth’s marketing classes for educational purposes.