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Role of Advertising and Other Marketing Methods in Business

What are the pros and cons of using advertising instead of other marketing methods? Please elaborate with a scholarly references.

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I. Define Advertising
II. The Radio, TV, and print media
III. Pros and Cons
IV. Other marketing methods
V. References


I. Define Advertising

Advertising is defined as a "mass media content intended to persuade audiences of readers, viewers or listeners to take action on products, services and ideas" (Curtis, 2011). Advertising exposes products or services to a large number of people.

II. The Radio, TV, and print media

The tri-media- radio, TV, and print are effective means of product and/or services dissemination. Newspapers and magazines "are more likely to consider" because of "longer shelf life" but "the ads in magazines have the potential to be more glamorous than newspapers" (Cho, n.d.).

III. Pros ...

Solution Summary

The solution identifies the benefits and disadvantages of advertising vis-a-vis other marketing methods such as event sponsorships, trade shows, conventions and Indirect Marketing.