Abstract
A fundamental marketing problem faced by business is the promotion of their products in order to promote business. Merchants would like to attract as many customers as possible to a business, since the more the customers, the higher the profitability. This suggests that an intense advertising campaign that raises awareness for the largest possible customer base would be desirable. The effects of marketing and advertising are lasting, however the strategies regarding the two should be carried out carefully or else the company will suffer from a poor image in the target market. In this paper, I examine the relationships between marketing and advertising and their impacts on business. My results suggest that the right advertising strategies can encourage consumer retention and increase business long-term profitability.
Introduction
In this rapidly changing corporate world, competition is fierce and each organization is trying to attract as many customers as possible to stay a step ahead of their rivals. Customers are the very backbone of the firms; they give companies the kind of support they need to succeed. It is therefore essential to stay in good books of the target customers in order to beat the competition successfully. Large firms, which have large market shares, know the importance of customer and they thus employ the best advertising and marketing tactics to attract them. The marketing strategies along with advertising policies are not formulated without taking into account the target market. It is only when the needs and demands of the customers are kept in view that companies are able to run successful advertising campaign and are able to market their products to the right customer.
The most important aspect of any business i ...