Marketing is an important aspect within businesses and organizations. Marketing refers to the management process within firms whereby goods and services move from concept or theories to consumers. In other words marketing is a process of coordinating the four main aspects of a firm’s operations: product, price, place, and the effective promotional strategies. Marketing functions assists organizations to develop effective products in line with the requirements of consumers besides identifying the right pricing, distribution, and promotional strategies. One of the most effective ways of achieving objectives of marketing is advertising. Advertising is one of the corporate communication forms used by organizations or firms to encourage, persuade, or influence the audience towards their products. Advertising in most cases creates a perception on the products or services of an organization. Through advertisements firms are able to reach out to consumers.
Nonetheless, there have been serious debates on how advertisements as form of corporate communication affect gender. Taking a view on the women, advertising has had different perceptions on women. Despite the numerous research studies on advertising gender images of women have spurred so much debates and interest, there is need to conduct a more in-depth analysis on the same. ...Show more