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Essay / Research Paper Abstract
A 4 page paper discussing advertising and promotion, how they are similar and how they are different. One of the "four Ps" of marketing – the marketing mix – is that of promotion, of which advertising is a part. Promotion includes advertising, but the marketer may not have as much direct control over promotion as over advertising. One view is that advertising is the longer term prospect, that active promotion as a discrete activity is a more short term affair. Both contribute to the same overall goal but take different approaches. Bibliography lists 5 sources.
Page Count:
4 pages (~225 words per page)
File: CC6_KSadvPromo.rtf
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Unformatted sample text from the term paper:
of the "four Ps" of marketing - the marketing mix - is that of promotion, of which advertising is a part. Promotion includes advertising, but the marketer may not
have as much direct control over promotion as over advertising. One view is that advertising is the longer term prospect, that active promotion as a discrete activity is a
more short term affair. Both contribute to the same overall goal but take different approaches. Definitions Defining the terms can bring clarity
to their roles and the relationship between advertising and promotion. There are several definitions of each. McNamara (n.d.) explains that advertising is
"bringing a product (or service) to the attention of potential and current customers." Advertising puts the name of the product or service in front of as many people as
possible, and often in as many media as possible. It can include signs, direct mail, billboards, Internet banner ads, television commercials, radio spots and any other form of communication
that has the ability of reaching the consumer. Promotion, on the other hand, collectively is a set of activities that "keeps the product
in the minds of the customer and helps stimulate demand for the product" (McNamara, n.d.). Promotion includes ongoing advertising. A traveling circus provides an example of each: "...if
the circus is coming to town and you paint a sign saying Circus Coming to the Fairground Saturday, thats advertising. If you put the sign on the back of an
elephant and walk it into town, thats promotion" (Booth and Associates quoted in McNamara, n.d.). Farman (2003) speaks to publicity, noting that both
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