What are the main functionsof advertising in the total marketing mix of a firm?

Question

any ideas guys think this relates to 3 p's etc but any ideas of expansion

Answer 1

I’m not sure of your question here as there needs to be a definition of advertising.  Basically as the guy above said there are two types of advertising really – brand awareness and direct response.

I assume as you refer to the total marketing mix that you mean above the line advertising. For this the main purpose is:

• Build/defend  brand awareness

• Increase consideration scores

• Create a halo effect for direct response advertising

With regards to the 3Ps this sits very much in the “promotion” P

I think that covers what you mean - but if not give me a bit more info

Answer 2

In my opinion there are two types of traditional advertising

Responce advertising - buy 1 get 1 free, 10% off today etc

Or

Brand Awareness - Big bill bords with Coke or Calvin Klien on

Both enevatably have the same aim for your target audince to spend money on the product