Advertising and Promotion Evaluating Arguments

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Book Title: Advertising and Promotion An Integrated Marketing Communications Perspective.

Author’s Name: Dr. George E. Belch and Dr. Michael A. Belch

Author’s title, position or experience: Dr. George E. Belch and Dr. Michael A. Belch are Professors of marketing department at San Diego State University

Emotional Argument
1- What if advertising does not exist? How a company wants to promote their products and services? 2- How mass media of advertising can promote a company’s products and services to potential customers.

Ethical Argument
1- Leo Burnett, an advertising executive and the founder of Leo Burnett Worldwide Company said “Good advertising does not just circulate information. It penetrates the public mind with desires and belief.” 2- Robert Smith, an expert in advertising said, “Brand to consumer relevance” refer to situations where the advertised brand of a product or services is of personal interest to consumers. 3- Grant McCracken said advertisers must try to match the product or company’s image, the characteristics of the target market and the personality of the celebrities.

Logical Arguments
1- A good advertising can attempt to persuade potential customers to purchase of a product. 2- A company cannot make dream to be a well known brand until they invests in their promotional activities for which costumer market have been dominating through advertisements. 3- Advertising is an important promotional tool for building company or brand as it is an effective way to provide customers with information and to influence their perception.

What I found more persuasive

Advertising is an effective way to promote a company’s product and service to potential costumer. Advertising is also a promotional tool for building company or brand as it is an effective way to provide customers with information and to influence their perceptions.

This book is about the advertising and promoting of an integrated marketing...
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