ADVERTISING AND SALES PROMOTION.

UNIT-1.

BBA-VI SEM ( MARKETING ). 1

MARKETING MIX AND ADVERTISING :

 Marketing mix is a major concept in modern marketing.

 It is a set of controllable, tactical marketing tools that the
firm uses to achieve its objectives in the target market.
 Popularly the “4Ps” are used to represent the elements of
marketing mix :
 PRODUCT,PRICE ,PLACE & PROMOTION.

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 According to Philip Kotler “A product is anything that can
be offered to a market for attention, acquisition, use, or
consumption that might satisfy a want or need”.

 In the marketing mix product or service is the most

important element.

 Promotion mix constitute the specific group of marketing

activities concerned with the communications aspect with
existing or potential consumers and relevant public.

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The most important elements of promotion mix are :
1.Advertising
2.Personal selling
3.Sales promotion
4.Direct marketing and
5.Publicity.

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ADVERTISING

 Advertising is a powerful communication force, highly

visible and one of the most important tools of marketing
communications that help to sell products, services, ideas,
images etc.
 Advertising is an indicator of the growth of civilization
and a pointer of attempts at its betterment and perfection.

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DEFINING ADVERTISING

 American Marketing Association defines” Advertising is

any paid form of non-personal presentation and promotion
of ideas, goods, and services by an identified sponsor”.

 John S Wright, Willis L Winter and Sherilyn K Zeigler

“Advertising is controlled, identifiable information and
persuasion by means of mass communications media”.

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 John J Burnett “Advertising is a non -personal
communication of marketing related information to a
target audience, usually paid for by the advertiser and
delivered through mass media in order to reach the specific
objectives of the sponsor”

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 J Thomas Russel and W Roland Lane “
Advertising is a message paid for by an identified
sponsor and delivered through some medium of
mass communication. Advertising is persuasive
communication. It is not neutral; it is not
unbiased; it says, I am going to sell you a product
or an idea”.

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