1. CHAPTER 1 SUMMARY Mohamed Taher – NAA010

2. Introduction Advertising is considered to be a marketing communication, where it communicates to the customer in terms of encouragement persuasion or even manipulation(without knowing) Moreover, advertisements also aim to increase the consumption rate of the products or the services advertised.

3. Advertising  Advertising is paid, non- personal communication via different media.  Planning advertising begins wih the strategic decision stage. This consists of setting objectives, selecting the target market, selecting the message and media strategy, and coordinating with the other marketing mix areas.

4. Competitive advertising  Selective (brand specific). Often found in growth or maturity stages for a business, once primary demand created.  Comparative advertising: Making specific brand value comparisons. These ads can be potentially dangerous, but good for getting attention.

5. Reminded advertising Reminder advertising Keeping the name of the product before the market. Used to reinforce previous promotions, and often selling assuming the public already knows about the product/brand