Trends in Advertising Management

Advertising has been defined as any paid form for non-personal presentation and promotion of ideas, goods or services by an identified sponsor American Marketing Association, quoted in Bennet, and more narrowly as any human communication intended to persuade or influence buyers in their purchase decisions. Advertising lies at the juncture where culture and the economy interact: its primary purpose is to sell products and services by stimulating purchasing behaviour and it does this by using strategies that rework culture, creating aspirations and new desires for products. The major environmental factors that impact on advertising are: the economy, demography, culture, the political and legal system.