Advertising Essay

5952 Words24 Pages
. CHAPTER 1 INTRODUCTION Rationale of the Study Advertising invades the local scene and as we tour around the city, we can see different print media everywhere. This shows that there’s lot of businesses and agencies who aim to communicate their product & services through this kind of Strategy. Advertising defines as a paid communication about goods, services, ideas or institutions through the mass media design to inform and/or influence one or more people in accordance with the intent of the advertiser (Crisostomo, 1993). Advertising business-related in Bacolod is fast-growing, thus it implies that advertising is in demand in the city and studying the importance of advertising and its effectiveness will be an edge for local businesses to see the status of their product & services if it is in need or not for promotions. What is a Promotion, and how it is associated to advertising? Promotion keeps the product in the minds of the customer and helps stimulate demand for the product. Promotion involves ongoing advertising and publicity (mention in the press). The ongoing activities of advertising, sales and public relations are often considered aspects of promotions. Advertising is bringing a product (or service) to the attention of potential and current customers. Advertising is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product (Carter, 2006). One of the main problems with traditional media these days that large-scale marketers and users of media are discovering is that the general clutter and turn off factor among consumers is reducing the effectiveness of their advertising spend. More and more major marketing companies are looking around for a way to establish a relationship with a consumer that is outside traditional media systems. Specialty

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