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Explain the meaning of advertising and its purpose in marketing.
Explain the meaning of advertising and its purpose in marketing.
Advertising is a form of mass communication used by marketers to establish contact with the target market and promote ideas, goods, or services. Its purpose is to influence or persuade a specific group of audience to take a desired action during a particular period.
What is the origin of the word 'advertise' and what does it signify?
What is the origin of the word 'advertise' and what does it signify?
The word 'advertise' comes from the Latin word 'advertere' meaning 'to turn toward' or 'to pay attention.' It signifies the intention to capture the attention of the audience.
Define advertising according to Philip Kotler.
Define advertising according to Philip Kotler.
According to Philip Kotler, 'Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor.'
What is the meaning of the Latin word 'advertise'?
What is the meaning of the Latin word 'advertise'?
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Name other means of mass communication besides advertising.
Name other means of mass communication besides advertising.
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What are the characteristics of advertising as a communication tool?
What are the characteristics of advertising as a communication tool?
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Which of the following is NOT a means of mass communication mentioned in the text?
Which of the following is NOT a means of mass communication mentioned in the text?
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According to Philip Kotler, what is advertising?
According to Philip Kotler, what is advertising?
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What is the primary purpose of advertising as mentioned in the text?
What is the primary purpose of advertising as mentioned in the text?
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What distinguishes advertising from other forms of promotion?
What distinguishes advertising from other forms of promotion?
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Study Notes
Advertising and its Purpose
- Advertising is a means of mass communication used to promote products, services, or ideas to a target audience.
- The primary purpose of advertising is to inform, persuade, and remind customers about a product or service.
Origin of the Word 'Advertise'
- The word 'advertise' originates from the Latin word 'advertire', which means 'to turn towards' or 'to give attention to'.
- The word 'advertise' signifies drawing attention to a product, service, or idea.
Definition of Advertising by Philip Kotler
- According to Philip Kotler, advertising is "any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor."
Characteristics of Advertising as a Communication Tool
- Advertising is a non-personal communication tool, meaning it is not tailored to individual customers.
- Advertising is a paid form of communication, distinguishing it from other forms of promotion.
Means of Mass Communication
- Other means of mass communication besides advertising include public relations, sales promotions, and personal selling.
What Distinguishes Advertising from Other Forms of Promotion
- Advertising is distinguished from other forms of promotion by its paid and non-personal nature.
- The fact that advertising is a paid form of communication separates it from other forms of promotion.
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Description
Test your knowledge of advertising and consumer behavior with this quiz, covering topics such as the meaning of advertising, targeting the market, and reaching the mass audience. Explore the importance of establishing contact with the target market and maximizing product exposure.
