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Coercive, offensive, and monopolistic. That’s what critics say about advertising. You’ve probably heard most of the complaints: advertising sends subliminal messages to make us buy products we don’t need or want, it creates the very needs and wants it aims to satisfy, it is offensive to good taste and needs to be better regulated, it erects barriers to market entry, and it increases prices.
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Advertising and Promotion are tactics used to reach and influence the market. But they typically have different objectives and roles in the marketing mix. Understanding these different objectives helps us to employ the tactics in a more effective manner. Read the rest of this entry »