MAC 201- Principles of Advertising

INTRODUCTION

Advertising and Sales Promotion (to be treated as one subject in this course material), is a very wide subject involving quite a number of useful concepts. All these concepts help to explain the concept in a much better way for beginners and practitioners alike. These concepts would be encountered occasionally throughout this course material. It is, therefore, very important that you take the time to study, understand and be able to apply them in your present and future studies. At the end of this unit, you should be able to: • identify various concepts associated with advertising and sales promotion • define each of the concepts associated with advertising and sales promotion • apply the concepts where necessary in your present and future endeavours.