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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