Ad Summary ①

Advertising is any paid form of marketing communication designed to influence the thought patterns and purchase behavior of a target audience. The specific role of advertising is to influence potential customers to respond favorably to a product by communicating relevant information about the product, such as how the product will satisfy a need. It is the combination of message and medium that influence a consumer to buy. In terms of media usage, advertisers are moving toward digital media and away from traditional media such as TV, magazines and newspapers. Today, the internet is the fastest-growing Advertising medium in the world. As well the amount of time that people spend with social media strongly suggests that social media communications become a key component of any marketing communications strategy.
The nature of communications has changed. Companies new plan and implement integrated marketing communications programs that embrace strategies beyond advertising. An integrated marketing communications strategy involves the coordination of advertising with other strategies such as interactive communications and social media, direct response communications, public relations, sales promotion, experiential marketing, and personal selling. All of these elements combine to achieve common objectives. 

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