An effective advertising has specific objectives that makes it an important component of the marketing mix. Advertising creates brand awareness, it reinforces purchasing decisions. Advertising provides information about the company and its products. It also build brand image. Advertising is also used to persuade, stimulate action and reinforce purchasing decisions. Business organizations can create their own advertising, select a medium or hire an advertising agency or freelance artists. There are different types of advertising. Institutional advertising provide information about the organization, where they are, who they are and what they produce. 

Product advertising creates awareness, interest and purchasing behavior. Both of these can be implemented separately or at the same time. Different media can be used to implement an advertising campaign such as broadcast media,. T.V. and radio. Print media includes newspapers, magazines and directories. The other method is outdoor advertising. Each of this has advantages and disadvantages. Advertising effectiveness can be measured by reach, frequency and rating. Sales promotion is another tool used in a marketing program. Consumer sales promotion tools includes coupons, contests and sweepstakes, refunds and rebates, samplings premiums, tie-ins and bonus parks. Business to Business sales promotion tools includes incentives, contests, refunds, ebates, samplings, allowances and trade shows. Other marketing tools are alternative marketing, this includes Guerilla marketing, buzz marketing, product placement/branded entertainment, life style marketing and in- store marketing.

Another marketing engine that can be integrated is data base and direct response marketing.. Marketing communication driven by data base includes

E- mail marketing, direct mail, catalogs, coupons, informercials, and direct response commercials and telemarketing. E- active marketing, it includes 

E- commerce, interactive  marketing, on- line advertising, brand  spiraling, blogs, on-line social networks, consumer generated advertising and viral marketing. The last marketing tool that can be integrated is public relations.

1 Discuss broadcast and print media.

2 Discuss advertising objectives.