Research Information System
37th International Scientific Conference on Economic and Social Development - Socio Economic Problems of Sustainable Development, Baku, Azerbaijan, 14 - 15 February 2019, pp.1052-1062
Any ad (no matter what format it takes) is a paid, public (meaning non-personal) announcement that is a persuasive message made by an identifiable sponsor of a company, organization, or person to existing (or potential) customers or a non-profit member base. Advertising is only one component of the overall marketing process. Advertising is that part of marketing that involves directly getting the word out about your business, product, or service to those you want to reach most. Nearly all ads will have the name of the sponsor (and very often a recognizable logo). Advertising includes the placement of an ad in such mediums as newspapers, magazines, direct mail, billboards, TV, radio, and online. Increasingly, as the world of print advertising shrinks, people are finding more creative ways to advertise, such as displaying signs on top of taxis. Advertising, because it involves so many layers including art and design, ad placement, and frequency is the most expensive part of all marketing plans. Public relations (because it is very labor intensive) is the second most expensive marketing component, and market research is the third most expensive. Marketing is the systematic planning, implementation, and control of a mix of activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products or services. For our purposes, let's use the terms buyers and sellers loosely. Even if you run a non-profit environmental organization you still have to sell people on the idea that wind is a good power source for clean energy. Think of marketing as a step-by-step process that begins with a unique selling proposition a short compelling sentence that describes your business. This proposition (or message) then acts as a guiding theme that helps you identify target clients who are interested in what you're selling. If you think of marketing as a pie, the whole marketing pie can be divided into advertising, market research, media planning, public relations, community relations, customer support, and sales strategy. Advertising, while the most in-your-face slice of the pie, is still only one slice of the marketing pie. All marketing elements must work independently but they also must work together toward the bigger goal of one unified marketing campaign with a common message.