15 Reviewing and Extending the Concepts

Objectives Review and Key Terms

Objectives Review

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.

Objective 15-1 Define the role of advertising in the promotion mix. (pp 428)

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 ...

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