An advertiser needs an effective campaign to help its new product succeed. However, to succeed a product must offer customers value, a supportive distribution network of retailers and proper pricing. Because advertising is just one part of the total marketing effort, it’s unlikely that an advertising agency could achieve its goals without a thorough understanding of its client’s marketing programs.
This page explores how marketing influences and shapes advertising. It examines how the relationship between marketing and advertising plays a key role in an integrated marketing communication strategy. It also takes a look at the advertising agency, its variations and all its structures.
The American Marketing Association defines marketing as the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy the perceived needs, wants and objectives of the consumer and the organization. Stated simply, marketing is the process of finding, satisfying and retaining customers while the business meets its goals. Although its marketing focuses on the exchange and the customer, every business must tailor its marketing to fit into its business plan.
An exchange is the act of trading a desired product or services for something of value in return. How do marketers prompt the exchange process? They must market effectively from start to finish.
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