Imagine you're the owner of an Information Technology company, which is trailblazing its way through the consumer market. If it's a small firm, you will probably deal with the marketing yourself. If it's a larger company, you will employ the services of marketing and advertising specialists to come up with creative ways to develop and promote your products and services.
An advertising and marketing specialist identifies marketing opportunities and advises on the development, coordination and implementation of plans for the pricing and promotion of an organisation's products or services. Strategies depend on factors such as the product or service promoted (quit smoking campaign, selling cars), the market audience (Baby Boomers, Generation X's) and the resources available (finance and skills). Once this is worked out, communication strategies are developed. These can include any type of advertising such as billboards, bus backs, print media, television and even sky writing. Public relations and special promotions are also great marketing tools as well as direct marketing, mail and telemarketing. And of course there is always the Internet.