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12 promotion). The terms and conditions of the market are set by the costs, nature of competition, product category, regulations, time and space. The firm tries to make elements of the marketing mix work together to support the brand. (Sean B. 2005, 39). Advertising is the promotion part of the marketing mix which fur- ther includes place, price, and product and provides organizations and individ- uals with a cost-effective manner to create brand awareness by reaching a wide audience (George E.& Michael A., 2003, 46). Selling a product or service requires a straight message into public and adver- tising as one of four key marketing areas let you control your message by creating website, renting outdoor billboard, purchasing print space, air time, etc. 2.3 Advertising Objectives Good advertising depends on which side of the fence you are standing. The advertiser’s definition is cost-effective, stimulating and positive communication of brand’s virtues (Nigel M. & Annette P. 2001, 24) Ask twenty -five people what advertising is, and you will probably get twenty -five different answers. Even advertising professionals differ in their definitions. (Jeanette S. 1994, 2). The marketing process begins, continues and ends with customers. As a first step, marketers need to understand customers’ needs and wants and the mar- ketplace, within which they operate. (Armstrong, G & Kotler, P 2005, 7). Un- derstanding of what to suggest to whom is one step of success but it is im- portant to know not only what, why and how of advertising but when and where to advertise and to who(m) to direct the ad message. And that is not all of it. You should be wholly familiar with exactly what are the present and would-be- customers ‘motivations- what makes them want or need the product or service.PDF Image | YouTube as an advertising platform
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