Advertising is not an end in itself; it is a means to an end, or more correctly to several ends. In business, advertising is used as one of the major promotion tools to stimulate demands for the product or enhance the image of the organisation. These are its long‐range objectives. However, the short‐range objectives of advertising may be more narrowly defined in terms of creating brand awareness, changing consumers' attitudes positively, gaining public acceptance for a product, informing a particular event, and building a particular image for a product.
Mohd Khan, K., Khalid Azam, M. and Khan, M. (1991), "Research Note: Information or Persuasion: A Content Analysis of Magazine Advertisements in India", Asia Pacific International Journal of Marketing, Vol. 3 No. 2, pp. 55-63. https://doi.org/10.1108/eb010227Download as .RIS
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