Advertising & Promotion

ADVERTISING & PROMOTION –
COMPLETE STUDY NOTES
(Premium Exam & Revision Guide)




📘 1. INTRODUCTION TO ADVERTISING
& PROMOTION
Advertising and promotion are key components of the marketing communication mix used by
businesses to communicate product value and persuade customers to buy.

Advertising:

Advertising is a paid form of non-personal communication used by businesses to promote
products, services, or ideas through various media channels.

Promotion:

Promotion refers to all activities used to inform, persuade, and remind customers about a product
or service.




🎯 2. IMPORTANCE OF ADVERTISING
Advertising plays a major role in business success because it:

 Creates product awareness among customers
 Persuades customers to purchase products
 Builds strong brand identity
 Increases sales and revenue
 Helps businesses compete in the market




📢 3. TYPES OF ADVERTISING

, 3.1 Informative Advertising
Used to educate customers about new products or services.

3.2 Persuasive Advertising
Encourages customers to choose one brand over another.

3.3 Reminder Advertising
Reminds customers about existing products.

3.4 Comparative Advertising
Compares one brand directly with competitors.




📺 4. ADVERTISING MEDIA
Businesses use different media channels to reach customers:

 Television
 Radio
 Newspapers and magazines
 Social media platforms
 Websites and search engines
 Outdoor advertising (billboards, posters)




🧠 5. PROMOTIONAL MIX
The promotional mix includes all tools used to communicate with customers.

Components:

 Advertising
 Sales promotion
 Public relations (PR)
 Personal selling
 Direct marketing