The Impact of Marketing Variables on Business Sustainability: The Moderating Role of Advertisement
Keywords:
Creativity, MultidimensionalAbstract
Academic literature is filled with the work done on marketing variables which affects the expansion of business and its sustainability. One of the important variables of marketing is the promotion variable of business which affects the ultimate success of the business. Advertising is a one of the most important phenomena in the promotion variable of the business. The effectiveness of the advertising enhances the turnover of the product and ultimately affects the business expansion. Advertising is important as well as fascinating phenomena in today’s capitalist markets. It is pervasive, perplexing, multidimensional and unfathomably rich. The excellence of business depends on both the quality of the product being advertised and the quality of the ad itself and also the media context in which the ad appears. Various factors affect the effectiveness of advertising. In this paper an attempt is made to consider the factors which affect the effectiveness of advertising and helps in business sustainability.
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