To an advertising man, it means advertising media selection and a host of activities related to the advertising function.
However, advertising is much more than these activities and along with the work of the salesmen no doubt constitute part of the selling effort.
Besides, all these activities must result in profit or a difference between the output and input, i.e., a surplus.
Again, in the Indian context, it is very essential that the efforts must be most productive and that an optimum use is made of the resources available to the organization.
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For example, the American Marketing Association’s definition is still “production-oriented” as it starts with a product and talks about its flow from the producer to the consumer.
Marketing thinking must start even before there is a product.
There is a question of follow-through to ensure that the customer gets maximum satisfaction out of his purchase.
In case of some products, after-sales service is essential to keep the consumer satisfied and eager to buy again later from the same company.