BUS-3230 Study Guide - Midterm Guide: Integrated Marketing Communications, Marketing Communications, Advertising Management
4 Oct 2011
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Chapter 1: advertising in a marketing communications environment: Advertising is the most visible form of marketing, and its an industry that is continuously evolving due to technological changes. All around us, consumers underestimate impact, plays a major role in achieving brand and company objectives by helping to attract new customers and retain old ones. Advertising is a paid form of marketing communication (usually informative or persuasive) through the media that is designed to influence the thought patterns and purchase behaviour of a target audience. Its primary role is to positively influence the behaviour of a target market (or target audience) in such a way that members of the target market view the product, service, or idea favourably. See figure 1. 2 on page 6 for advertisings place in marketing. Integrated marketing communications involves the coordination of all forms of marketing communications into a unified program that maximizes the impact upon consumers and other types of customers.
