Advertising Planning Framework

The advertising management is mainly concerned with planning and decision making. The advertising manager will be involved in the development, implementation, and overall management of an advertising plan. The development of an advertising plan essentially requires the generation and specification of alternatives. Decision making involves choosing from among the alternatives. The alternatives can be variousContinue reading “Advertising Planning Framework”

Introduction to Advertising and Sales Promotion

INTRODUCTIONAdvertising is only one element of the promotion mix, but it often considered prominent in the overall marketing mix design. Its high visibility and pervasiveness made it as an important social and economic topic in the Philippines. Promotion may be defined as “the co-ordination of all sellers-initiated efforts to set up channels of information andContinue reading “Introduction to Advertising and Sales Promotion”

Fiscal Policy and Trade Policy

The public Sector or the government participates in the markets to regulate and control price fluctuations that may lead to inflation. In economics, the government influences the econoy through its revenue and spending. This is termed as Fiscal Policy. Objectives: To relate trade policy with fiscal policy. To discuss the different types of revenue ofContinue reading “Fiscal Policy and Trade Policy”

Market Structure

Market Structure is composed of different firms that sell similar products of varying qualities. Objectives: To Identify which existing market structure a business belongs To understand how the market system works. To examine why economists look at the degree of competition in the market. To discuss how competition influences market behavior and affects the wayContinue reading “Market Structure”

Internal Influences on Consumer Behavior

In this Section, We will focus on the internal Dynamics of Consumers. In this Day and age, where ever we go, or whatever we do,  we are constantly bombarded with marketing schemes that influences our buying behavior. in this Section, we will look at aspects on how consumer make choices which Is important to understandContinue reading “Internal Influences on Consumer Behavior”

Consumer Behavior Theory

Consumer Behavior Theory In this Chapter, we will look closer at the behavior of individual Consumers. The Consumer Behavior theory is where the law of demand is Derived. There are two approaches in explaining the consumer Behavior: The Utility Approach The Budget Line and Indifference curve analyses The Utility Approach Humans have insatiable needs andContinue reading “Consumer Behavior Theory”


Price Elasticity of Demand Is the degree of responsiveness of quantity demanded to a change in price. Economists define this in the following mathematical expression: In the equation, when the result of the price elasticity of demand is greater than 1, the consumers’ sensitivity to changes in price is said to be elastic. When itContinue reading “ELASTICITY OF DEMAND AND SUPPLY AND THEIR APPLICATION”