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Advertising Research And Planning for Your Business: INTRODUCTION

This guide intends to show the basic thought process of creating an advertising plan and to help you find information in the library's databases.


Advertising can be defined as persuasive communications that are sponsored and paid for by identifiable sources and delivered to targeted audiences. Businesses advertise as part of their marketing efforts. It is a means for getting a message out. Effective advertising can recruit new customers, build brand awareness, and polish company reputations. The ultimate goal is to increase revenues and profit.

FROM: Evans, Kim Masters. "Advertising." Encyclopedia of Business and Finance, 3rd ed., vol. 1, Macmillan Reference USA, 2014, pp. 16-20. Gale eBooks, Accessed 16 June 2020.


Some possible reasons:

  • to influence behavior
  • to attract new customers
  • to increase the frequency of using your product or service
  • to introduce something new
  • to encourage switching from competitor’s product or service to yours
  • to reinforce top-of-mind brand awareness
  • many more

FROM: Katz, Ron. Advertising & Marketing Checklists: 107 Proven Checklists to Save Time & Boost Advertising & Marketing Effectiveness. 2nd ed. NTSC Business Books, 1995 


Book JacketEssentials of Advertising is designed to help readers navigate their way through the field of advertising, and will introduce readers to the key concepts as they have been developed by psychologists, economists, marketers, media researchers, and advertising practitioners themselves.

Cluley R. Essentials of Advertising. Vol 1st Edition. New York: Kogan Page; 2017. Accessed June 25, 2020.



Book JacketWritten in straightforward language, this useful guide offers tried and tested advice on constructing profitable marketing strategies for your business. This book covers important topics, from market research, advertising, promotion, selling techniques, product launches, and use of the internet - everything you need to ensure your product reaches your market successfully.

Patten D. How to Market Your Business : A Practical Guide to Advertising, PR, Selling and Direct and Online Marketing. Vol 6th ed. London: Kogan Page; 2008. Accessed July 29, 2020.



File:Wikipedia-logo-en-big.png - WikipediaWIKIPEDIA -- provides an interesting history of advertising and documents how the practice of advertising has changed from the 20th century to today.



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subject line: advertising libguide