Describe how advertising fits into the marketing process

Marketers practice a traditional marketing model with four components: product, pricing, place, and promotion. Advertising fits into the promotion component of the marketing process. Aspects of promotion include communication and branding.

Advertising communicates information about a product or service to its target customers. Organizations communicate through advertising to persuade potential customer to purchase products or services and remind satisfied customers of the advantage of their product over their competitors' products. Clear communication influences customer mindset about a product or service by inspiring or reinforcing a positive attitude and improving negative attitudes.

Advertising creates awareness and highlights the essential features of a product or service through branding. A brand image reflects the benefits of a product to a target customer and promotes the functional and non-functional benefits of a product. Advertising via branding establishes brand patronage, where clients create brand loyalty, brand acceptance and brand insistence, which creates a competitive advantage and increases a consumer's desire for the product.