Stuttgart, Germany

Advertising and Market Communication

Werbung und Marktkommunikation

Bachelor's
Language: GermanStudies in German
Subject area: economy and administration
Qualification: Bachelor
Kind of studies: full-time studies
dual studies dual studies
University website: www.hfk-bw.de
Advertising
Advertising is an audio or visual form of marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. Sponsors of advertising are typically businesses wishing to promote their products or services. Advertising is differentiated from public relations in that an advertiser pays for and has control over the message. It differs from personal selling in that the message is non-personal, i.e., not directed to a particular individual. Advertising is communicated through various mass media, including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and new media such as search results, blogs, social media, websites or text messages. The actual presentation of the message in a medium is referred to as an advertisement or "ad" for short.
Communication
Communication (from Latin commūnicāre, meaning "to share") is the act of conveying intended meanings from one entity or group to another through the use of mutually understood signs and semiotic rules.
Market
Market (economics)
Market
If an exchange between two parties is voluntary, it will not take place unless both believe they will benefit from it. Most economic fallacies derive from the neglect of this simple insight, from the tendency to assume that there is a fixed pie, that one party can gain only at the expense of another.
Milton Friedman, Free to Choose (1980), Chapter 1
Market
In and of itself, the market is not, and must not become, the place where the strong subdue the weak.
Pope Benedict XVI, Encyclical Letter Caritas in Veritate (29 June 2009), Chapter 36
Advertising
By saturating the public domain with false sincerity, advertising makes genuine sincerity more difficult.
Avner Offer, The Challenge of Affluence (2006), p. 359.
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