Marketing Management, 16th Edition

Advertising

Advertising consists of any presentation and promotion of ideas, goods, services, and brands by an identified sponsor using paid media. Typically, the advertiser purchases media time (in the case of television and radio advertising) or space (in the case of print advertising) in order to convey the company’s message to its target audience. The most popular forms of advertising—television, print, radio, online, and place advertising—are discussed in more detail in the following sections.

Television Advertising

Television is generally acknowledged as the most powerful advertising medium and reaches a broad spectrum of consumers. TV advertising has three particularly important strengths. First, it can vividly demonstrate product attributes ...