chapter
4 Pages

Introduction

Advertising is a key component in launching, marketing, and establishing the brand share position of many products and ideas in the competitive global business environment. Advertisements can be used in many ways to address the particular needs of a company, including forging relationships with its intended consumers or furthering an ideological agenda for a target audience. Advertising may be used to advance a business’s competitive position, to inform, to persuade, or to sell. It also may be used to illustrate company values or to showcase a particular product or brand.