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Marketing: A McGraw-Hill and QUT Custom Publication
Marketing
A McGraw Hill and QUT Custom Publication
The Dimensions of Advertising

Learning Objectives


Chapter 13 - The Dimensions of Advertising
AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:
  • Define advertising from a marketing perspective and differentiate it from other forms of marketing communications.
  • Explain how the advertising communication process differs from basic human communication.
  • Understand and describe the role advertising plays in the marketing communication process.
  • Discuss milestones in the evolution of advertising.
  • Explore the impact of advertising on society.








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