Abstract
Advertising is one of the four major communications and promotions activities in which organisations can engage. Of the four, advertising is probably the most glamorous, although the others: sales promotions; public relations, and personal selling, are none the less potent promotional tools. The factors which differentiate advertising from other methods of communication are that it is: any paid form of non-personal presentation in a measured media by an identifiable sponsor. It is also, probably, the most powerful aid to positioning, certainly from within the promotional mix.
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© 1995 Mike Meldrum and Malcolm McDonald
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Meldrum, M., McDonald, M. (1995). Advertising. In: Key Marketing Concepts. Palgrave, London. https://doi.org/10.1007/978-1-349-13877-7_31
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DOI: https://doi.org/10.1007/978-1-349-13877-7_31
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-64563-5
Online ISBN: 978-1-349-13877-7
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