A Study on the Relationship between Advertising and Marketing Communication
Journal Title: International Journal of Scientific Research and Management - Year 2014, Vol 2, Issue 10
Abstract
Advertising or advertizing in business is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although politi cal and ideological advertising is also common. This type of work belongs to a category called affective labor . General public is exposed to advertisements in media such as n ewspapers, television, outdoor, cinema and cyber media. The advertisers, i.e., the manufacturers of products and the providers of services try to communicate the superiority and advantages of their products or services through the advertisements. In a high ly competitive market scenario, the advertisers have to compete for the attention of the public.
Authors and Affiliations
Dr Abhiram Kulshreshtha
Keywords
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