In the next five sections of the Principles of Marketing Tutorials we begin an in-depth look at each promotional mix item. In this tutorial we present the first of a two-part examination of advertising with a discussion of basic concepts and trends. Our coverage of advertising continues in our next tutorial, Managing the Advertising Campaign, where we look at what decisions are needed to carryout a successful advertising campaign.

In this tutorial we cover several fundamental issues in advertising including examining what advertising is and why it is important to the marketing organization. We also look at managing the advertising effort by comparing in-house management to that offered by advertising professionals, such as advertising agencies. Finally, the tutorial identifies different types of advertising and addresses trends facing the advertising industry.

What is Advertising?