January 2017
Beginner
580 pages
160h 2m
English
Companies must do more than make good products; they have to engage consumers, inform them persuasively about product benefits, and carefully position products in consumers’ minds. To do this, they must master advertising and public relations.
Advertising—the use of paid media by a seller to inform, persuade, and remind buyers about its products or its organization—is an important promotion tool for engaging customers and communicating the value that marketers create for customers. American marketers spend more than $190 billion each year on advertising; worldwide spending exceeds ...