Advertising and channels and distribution

We have so far considered two components of the marketing mix, namely, the product and the price, which influence the advertising process and decisions. We shall now study the third element of this mix, namely, channels of distribution. Our focus in this section will be the role of advertising in the marketing channel s of distribution. Our focus in this section will be on the role of advertising in the marketing channel as well as how channel decisions affect the advertising process. Before we of into this, however, let us understand some of the relevant concepts involved in the distribution of the path which the product takes while moving to the ultimate consumers. The actual channel of distribution varies in its form and length from consumer goods to industrial goods. Within one class of goods, it varies from product to product.