Marketing Matters: What is Marketing and How Can Students Use It?

"According to Oxford Languages, marketing is "the activity or business of promoting and selling products or services, including market research and advertising." In other words, marketing is how people or companies try to get you to buy from them. This ranges anywhere from newspaper ads to influencer sponsorships. When marketing, businesses must consider both what they're marketing and also who they're marketing to."

"When deciding what kind of marketing to use, a business must first consider who it's marketing to. Teenagers might not be paying close attention to their local newspaper, but might see an Instagram ad pop up. Your grandma probably isn't paying attention to a YouTube sponsorship, but she probably watches the news. Knowing who you're trying to reach allows you to decide what to use."

Marketing is defined as the activity or business of promoting and selling products or services, including market research and advertising. Marketing methods aim to persuade consumers to buy, spanning newspaper ads to influencer sponsorships. Effective marketing requires considering both the product and the intended audience. Different audience groups respond to different channels: teenagers are more reachable via Instagram and other social media, while older adults respond to TV, radio, newspapers, and news broadcasts. Main categories include traditional marketing (TV, radio, newspapers, magazines, billboards, direct mail), digital marketing (social media, email, influencer partnerships, video), and in-person marketing.

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