Advertising is a type of communication designed to convince an Audience
(viewers, readers and listeners) to buy or take formal action upon goods, ideas or services. It includes the name of a product or services and how the product could do well to the customers to convince the target market to obtain or to consume that particular brand. Advertising has several a critical purposes in the business word by enabling sellers to effectively Compete with one another for the attention of buyers (Christina Hamlett,1970). Advertising is day to day becoming more professionally organized and more quality performance (Presbrey,2009). As we all know, Advertising act an important role in today's modern time. Advertising is become necessity for everyone in day to day living for traders, producers and consumers. Try to imagine the newspaper, radio channels or televisions without advertisement. Nobody can think of it because customers are known for coming to buy and discover what goods are available in the market. Advertising really benefits the customers to discover the better products for their own and for their family. Customers always equate the product in other type of brands so that they get what they want after spending the money. So advertising shows artistic way in terms of interacting with the people or customers. The promotion and Preservation of the brand image is another role advertising in marketing. Advertising is a source of image for brands; it reflects and forms a brands reception by the public (Biel, 1993).With the help of social media. Consumers have changed their approach of Consuming. It appears to be influential on the Consumers at their Evaluation of alternatives stage. It also uses Social Media to interact directly with brands. Thus, Consumers can get more information about products and services through engaging with brands. Comparing it with the help of such tools, website review and opinions platforms that allow them these comparisons through social media. The relationship between social media and customer decision -making present that social media affects advertising attitudes, brand attitudes and purchasing intentions of consumers (Taining, 2012).It will not necessarily affect their decision making, but might possess a mediating effect. Social media can build brand attitudes that affect buying behavior. The good image of brand or product can lead the Consumer to make decision on their purchases. Advertising on social media that is provided by commercial sources affect both consumer brand attitudes and purchasing intention. With it helps marketers plan their marketing strategies. Many marketers use social media for marketing campaigns. It is the easy way to communicate with consumers; also it is inexpensive to advertise their brands or services (Yang, 2012). Advertising is the advertisement for a product or a range of products and services in order to sell them easier; it is a message sent to consumers in order to stimulate their desires. The advertising activity from a country may offer certain dimensions of the level of the development of that country. For this purpose, there are several indicators, such as the share of the advertising spending from the GDP, the advertising spending per capita, advertising expenditure on various media (TV, radio, newspapers, and magazines) etc. The multiplication and diversification of the forms of advertising is a consequence of the economic development in terms of the increasing competition between the economic operators through the goods offered by them (Foltean F., Lădar L., 2001, p. 63). Advertising plays an interesting role in the context and the projects of consumption. As I have tried to suggest elsewhere advertising is one of the ways in which we get into goods (McCracken 1986a). It Is the conduit through which meanings are constantly transferred from the culturally constituted world to the consumer good. Ads are what (Lot man and Uspensky 1978, p. 213) would call a "die casting mechanism." Lot man and Uspensky devised this term for language and its "transformation of the "open" world of re alia into a "closed" world of names" (1978, p. 213). But it applies equally well to advertising, especially in a culture like our own that is constantly opening up the world of sensation and signification to novel elements and configurations. Advertising helps to capture these old and new cultural meanings and invest them in consumer goods where they become accessible to the consumer. A process of constant experimentation is taking place here in which meanings are suggested and revised, combined and recombined. Advertising puts at the disposal of modern culture an area of play, experimentation and innovation with which to fashion new cultural meanings and reorganize and reassign old ones. It is where culture does its die casting. Advertising in the dictionary sense has a history as old as that of the human race. Just as soon as there were enough people in the world, some sort of formal announcement had to be made. The early history of such announcements - from proclamations to the beginning of pictorial and lettered inscriptions, from these primitive posters to the discovery of printing, and from the advent of printing to the beginning of real advertising is of interest only to the archaeologist. It is of no value to the business entrepreneur. It would be of no assistance to understanding modern advertising than ancient Phoenicians coins would be to comprehending the principles of a modern bank. Every attempt to secure the sale of a product or service is advertising. The wares of the primitive merchant displayed invitingly in front of his booth is advertising. A want ad, to secure a job or an employee, is advertising. An inscription on a wall, the barker in front of a side show, the promises of an internet marketer, the announcement of a new online technology, membership in an affiliate program, wearing a peculiar shirt or distinctive sticker in your car - all these are forms of advertising in that they seek to attract attention to a product or a service that is for sale. For a product or a service of general use, rich and poor, high and low, men, women and even children, must be appealed to (Fidel Prida, 2008). THE SIGNIFICANCE OF ADVERTISING TOWARDS MARKETING STRATEGY
A Qualitative Research Presented to the Senior High School Faculty in Partial
Fulfillment of the Requirements for the Course Practical Research I
By
LEONARD VINCE ARABES
SHIERA CARIAGA HADJI ASNAWI
ACCOUNTANCY, BUSINESS & MANAGEMENT
Tacurong National High School Senior High School Quirino Avenue, City of Tacurong