Marketing is that sector of economic activity whose purpose is to collect and analyse market data, with the consequent identification of the most appropriate strategies (on a promotional level) that translate into satisfactory results as regards the sale of goods and services. It is therefore a study of market trends and consumers , on the interactions between them and the company, on the settings characterised by greater growth margins (in both the long- and short-term).

The consolidation of a product’s market position therefore depends on advertising using the mass media and other particular forms of marketing. According to the efficacy of a promotional campaign, not only is it possible to generate greater product visibility and increase sales, but also boost the brand’s popularity and authority and ultimately, its success.