Advertising and Promotions

By : Asif shuja uddin

Adapted from the Field Guide to Nonprofit Program Design, Marketing and Evaluation. (The book includes more comprehensive and detailed information about advertising and promotions, along with the broader activities of marketing. Although the publication addresses nonprofits, the marketing information pertains to for-profits, as well.)
Before you learn more about advertising, you should get a basic impression of what advertising is. See What's "Advertising, Marketing, Promotion, Public Relations and Publicity, and Sales?". Advertising is a major "phase" of overall product or service development and management. Advertising is specifically part of the "outbound" marketing activities, or activities geared to communicate to the market, eg, advertising, promotions, public relations, etc. ("Inbound" marketing activities are geared to communicate from the market, and include, eg, market research about the market.) Therefore, after reviewing this topic "Advertising and Promoting", you might also benefit from scanning the topic Product/Service Management to get more perspective on the role of advertising. Later, you might scan some of the related topics referenced in the section to get an even larger perspective on advertising and promotions. In particular, be sure to look at information in the closely related topics Marketing and Public and Media Relations.