A paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action, now or in the future.
A section of the firm's overall marketing plan that explicitly outlines the objectives of the advertising campaign, how the campaign might accomplish those objectives, and how the firm can determine whether the campaign was successful
Designed to get consumers to pull the product into the supply chain by demanding it.
Designed to increase demand by motivating sellers—wholesalers, distributors, or salespeople—to highlight the product, rather than the products of competitors, and thereby push the product onto consumers.
Communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase.
Communication used to motivate consumers to take action.