Page: 01-05. Advertising as a promotional tool: a comprehensive study

H. Hossain

1=Hanif  Hossain, Lecturer in Marketing, Department of Business Administration, Asian University of Bangladesh, Dhaka, Bangladesh. Email: Hanifdu355@gmail.com.

ABSTRACT

The current study asserts the facts and functions of advertising as a major element of promotional mix. It is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These brands are usually paid for or identified through sponsors and viewed via various media. Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action. Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. Non-commercial advertisers that spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as  a public service  announcement. Here we will provide an analysis on various aspects of advertising as a promotional tool.

Keywords: Advertising, Marketing, Promotional tools and Sales.

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