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Advertising

  • Mike Meldrum
  • Malcolm McDonald
Chapter

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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Copyright information

© Mike Meldrum and Malcolm McDonald 1995

Authors and Affiliations

  • Mike Meldrum
    • 1
  • Malcolm McDonald
    • 1
  1. 1.Cranfield School of ManagementUK

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