What is the importance of advertising within the marketing promotional mix?

[Habib]

As the Philip & Kottler states, 'advertising is only a tip at the iceburg of marketing.'

What is Advertising? It is a message meant for your Target Market. Definitely it very important what & how you say it to your prospective consumers.

But where & when you say it, is determined by choosing the Right MEDIA VEHICLE, like the Print media, Radio, Television, Magazines, and so on and so forth.

As for importance of Advertising Internationally, you must know that Consumer Behaviour, Cultural & Social Values differe from place to place.

While chalking out an international campaign the professionals must consider these factors else things might fire back.

For example, a Coke advertising campaign running in Europe might not be suitable in the Middle Eastern countries.

Therefore, Advertising Campaigns vary from region to region.