ADVERTISING IN MARKETING
AN Frey mentions advertising in the marketing function in terms of two factors, namely as:
1. Offer
Ads offering product, Brand, Packaging, Price, Service
2. Methods and Equipment Sold
Ads can be used as distribution channels and is part of the Promotion Mix
While N Lazer & EJ Kelley said the ad function with terms of three factors namely as:
1. Mix of Products and Services
2. Distribution mix
3. Communication mix
Jerome Mc Carthy mengistilahkan by 4 factors:
1. Products
2. Price
3. Distribution
4. Promotions
Maximarketing (Stan Rapp and Thomas Collins)
1. Reach Prospects
a. Maximizing Target (Prospect)
b. Maximizing Media (New Media)
c. Maximizing Belief (Evidence)
2. Getting Sales
d. Maximizing Product Introduction
e. Maximizing Activation
f. Maximize synergy
g. Maximizing linkages
3. Develop Relationships
h. Maximizing Sales (share memory)
i. Maximizing Distribution