The Growth of Advertising and Promotion



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Advertising and Promotion an Integrated Marketing Communications Perspective Chapter 1


Integrated Marketing Communication Chapter 1

The Growth of Advertising and Promotion
Advertising has changed from traditional media to online digital advertising formats and social media. There was a growth in mobile marketing.
The Role of Marketing
Marketing: Activity that creates, communicates, delivers,
exchanges
offerings that have
value
for customer, partners, society etc.
Exchange
: Giving up one thing in return for another. Away to communicate each other.
Seller(company) provides goods, services, ideas / Buyer(consumer) provides money, labor, credit
Value
: Benefits of the product against the cost of consuming it (Benefit – Costs = Value) Benefits are functional, experiential, psychological. Costs are money paid
The 4Ps: Product, price, place, promotion à They cannot be independent.

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