Understanding Advertising and Consumer Behavior

Questions and Answers

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?

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.

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'?

To turn toward Signup and view all the answers

Name other means of mass communication besides advertising.

Other means of mass communication include publicity, sales promotion, and public relations, which may or may not use mass communication. Signup and view all the answers

What are the characteristics of advertising as a communication tool?

Advertising is an impersonal form of promotion directed towards the public at large, paid for, and used to influence or persuade a specific group of audience to take a desired action during a particular period. Signup and view all the answers

Which of the following is NOT a means of mass communication mentioned in the text?

Direct marketing Signup and view all the answers

According to Philip Kotler, what is advertising?

Any paid form of non-personal presentation and promotion of ideas, goods, and services through mass media by an identified sponsor Signup and view all the answers

What is the primary purpose of advertising as mentioned in the text?

To influence or persuade a specific group of audience to take a desired action during a particular period Signup and view all the answers

What distinguishes advertising from other forms of promotion?

It is paid for and directed towards the public at large Signup and view all the answers

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.