TO DEFINE AND INTRODUCE the profession of advertising. You will learn what advertising is and what it is not; the unique role advertising plays in the communication process; how advertising functions in the marketing process; and some basic advertising terminology. This will set the framework for the more detailed study to follow.
After studying this chapter, you will be able to:
Define advertising and differentiate it from other forms of marketing communications.
Explain how advertising differs from the basic human communication process.
Define marketing and identify the four elements of marketing strategy.
Discuss advertising's role in marketing strategy.
Explain the difference between consumer and business markets.
