Case Study Pepsi

1918 WordsDec 5, 20098 Pages
Q1 What is Advertising and what are the main characteristics of advertising? Also explain the various advantages and disadvantages of advertising. Advertising is a structure of communication used to influence the public individuals to purchase products or services or support political candidates or ideas. Frequently it communicates a message that includes the name of the product or service and how that product or service could potentially benefit the consumer. Advertising often attempts to persuade potential customers to purchase or to consume a particular brand of product or service. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Most advertisements are intended to promote products for sale, but similar methods are used to create awareness. Advertising media may include several different methods such as direct mail, bill-boards, posters, promotional items (matchbooks or calendars) etc. Along with the enhancement employed by management and research advertising methods, the present trend in advertising is also inclined to select different methodologies such as promoting questionnaire, survey to reach the target audiences in a more effective fashion. Characteristics of Advertising: Relevant to Consumer Advertising must be an extension of a good marketing communication strategy. If it differs from the other components of the strategy, then is not meeting the goals of the strategy and perhaps creating unintended results or messages. Therefore, when you create advertisements you should try to keep the message consistent with the message of the marcom strategy. 2. Advertising needs to be relevant to the consumer’s needs, wants, and values. Marketers often create advertising that is stated in a way that relates to the marketer’s needs,

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