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Quicklook at Marketing by Patrick Forsyth

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Chapter Seven: Advertising

There are many ways of promoting products. Techniques vary. They are not alternatives; rather each provides a specialist way of communicating with the marketplace and marketers must make choices about which methods they use and how the “mix” of methods is put together. One major and particularly visible method is advertising. Advertising can be defined as paid for communication. The objective is to attract or retain customers.

Advertising is such an important part of marketing that it has grown into a massive industry in its own right. Precise figures are hard to come by, but it is thought that total advertising expenditure, world wide, exceeds 400 billion US$. Advertising is something of a UK success story. Large, ...

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