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The whole process of selling products or services to the market is intimately concerned with understanding customers’ needs, motivating the sale of the product or service, and distributing it to customers – whether private consumers or industrial buyers and users.
Advertising is that part of the process which is concerned with informing customers of the existence of the product and service. If you company invents and produces a product, no matter how excellent and desirable it is, it will not sell until people know about it. (Peter, 1989)
Advertising is one element of the marketing mix. The marketing mix is generally accepted as the use and specification of the four Ps describing the strategic position of a product in the marketplace...
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