Advertising and It’s Purpose
    Advertising is nonpersonal promotion 
     which promotes ideas, goods or services by 
     using a variety of media.
    The average city dweller is exposed to more 
     than 3,000 advertising messages everyday
    Advertisers control the message, where it 
     will be seen or heard, and how often it will be 
     repeated
    Advertising and It’s Purpose
     Marketers can use advertising to introduce a 
      new business or change a company image
     Advertising can also promote a new product 
      or an existing one, encourage the use of a 
      particular service, or encourage business-
      to-business transactions
     Two main types of advertising:
       Promotional Advertising
       Institutional Advertising
   Promotional Advertising 
   Definition
    Advertising designed is to increase sales
    Targets are consumers or B2B customers
    Encourages potential customers to ask for 
     info, call for appointment, participate on 
     the internet, or enter a retail store.
    Leads / Prospecting
   Institutional Advertising 
   Definition
    Designed to create a favorable image for a 
     company and foster goodwill in the 
     marketplace
    Connecting the businesses name to a 
     worthy cause helps a company make a 
     favorable impression
    Does not directly increase sales
    Mass Advertising Versus 
    Targeted Advertising
                               Mass ads enables 
                                companies to reach 
                                large numbers of 
                                people
                               Targeted ads target 
                                messages to select 
                                audiences
                               Advertising 
                                demonstrates 
                                features and benefits