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Functional benefits from a product or service are derived from the intangible
characteristics of that product or service and are strong factors in purchase decisions.
Advertising can influence both internal and external searches.
Many companies offer measurement services for interactive media, but there is no real
industry standard for measuring the effectiveness of one interactive ad placement
compared to another.
In some indirect ways, advertising can affect gross domestic product. It acts to increase
product demand when it helps to introduce new products, thereby increasing sales,
which in turn affects GDP.
The Internet is essentially a young person's medium as well as target market, since the
population of daily users aged 65 and older is quite small: less than 1 million.
If a company is looking for the lowest cost-per-contact, it should choose telemarketing.
Functional benefit positioning does not really give any brand an edge in many
well-established product categories, because they all offer the same or similar
functional benefits.
Corporate advertising is gaining favor worldwide as well-known firms and established
companies invest in this form of promotion.
