Advertising Essay

2313 words - 9 pages

Executive Summary:The purpose of this report is explain the definition advertising and IMC, discuss how IMC working in our real life and business.This report discusses the strength and weakness of advertising as a stand alone promotional tool, from the strength and weakness, I find out: Although advertising is important, the other tools of marketing communication are also very useful for firms to promote their products and services.To face the challenge of advertising industry at present and future, managers have to improve the quality of advertising and always creating the advertising which have more new ideas than other companies. To win the competition in the modern business world today, the managers of advertising industries should keep on the strength and try to surmount the weakness of advertisingTable of Contents:Contents: Page:Executive Summary 11. Introduction 31.1 Definition of Advertising 31.2 Definition of IMC (Integrated Marketing Communication) 31.3 The functional areas of marketing communication 32. Discussion 42.1 The strength and weakness of advertising as a stand alonepromotional tool 42.11 The strength of advertising as a stand alone promotional tool 42.12 The weakness of advertising as a stand alone promotional tool 52.2 The growing of IMC 72.21 The definition of IMC 72.22 The process of IMC 72.23 The benefits of using IMC 82.3 The challenges for advertising industry managers 93. Conclusion 104. Reference 121. Introduction:1.1 Definition of Advertising."Advertising is non-personal, paid announcements by an identified sponsor." (Duncan, T., 2005: 9)And it also considered as "the activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media." (Kitchen, P, J., Brignell, J., Li, T., Jones, G, S., 2004: 19)The purpose of advertising is trying to translate the information of brands and their products, and persuade the customers to purchase the products or service of the firm.1.2 Definition of MC (Marketing communication).According to Duncan's definition of marketing communication, MC is "acollective term for all the various types of planned massages used to build a brand." (Duncan, T., 2005: 7)If a company wants to get more business profit, MC is a very important process. Marketing communication could help customers get more information about the products of the company. On the other hand, companies could also understand the needs, wants and demands of clients by marketing communication. Therefore, to communicate with consumer is one of the most important behaviors for firms.1.3 The functional areas of marketing communication.The functions of MC (Marketing communication) are: Advertising, Direct Marketing, Publicity (A form of public relations), Sale promotion, Personal Selling, Packaging, Events and Sponsorships, and Customer Service. Advertising is one of the most important parts of marketing communication, and also, advertising is possible to be a stand...

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