According to Mowen John, marketing is a human activity directed at satisfying needs and wants through human exchange process. Marketers attempt to satisfy the needs and wants of their target markets and marketing involves the study of the exchange process in which two transfer resources between each other.
According to Hill and Arens, Advertising is directed to groups of people rather than to individuals. Most advertising is intended to be persuasive to converts to a products, services or idea.
Every business has the same aim; therefore competitive advantage is firmly based on understanding customers better than the competitors. (Wiley ,Gabbott and Hogg 1998).
According to Patiti, Hartley, Kennedy increasing competition from all corners of the world, rapidly developing technology and changes in the regulatory for economic environments have made it impossible to become successful without a well developed plan.
The creative idea is the key to great advertising. However you have to “hold” this key with a firm positioning strategy. This “lock” is the mind of the consumer. Creative idea is an attention getting catalytically relevant way of presenting the brand position to the consumer. (Percy and Hill)
Thus the traditional modes of communication from the school to the public report cards, parent/teacher conference, call home when a child misbehaved, open house, flyers announcing special events, a newsletters, media coverage at special activities were deemed adequate to keeping the community informed. But today these methods still important pieces of a comprehensive communications plan are simply not sufficient in and of newsletters to build the broad based support schools need to be successful. (Carolyn Warner)
According to Seitel (2001), publications is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two – way communication.
REFERENCE
Adizes 2004, Kotler and Armstrong 2004....