Year: 2005
Type: book-chapter
Abstract: Play Upon W ords and Images in A dvertisingIt is a well-known statement that advertising plays a great role in promotion and, therefore, in business.The commercial nature o f advertising is reflected in its definition suggested by the Definitions Committee o f the American Marketing Association: "Advertising is any paid-for form o f non-personal representation o f the fact about goods, services and ideas to a group" (Ed wards 1981, p. 3).Advertising is one o f the four elements o f the promotion mix, which, in its turn, is included in the marketing mix.Kotler and Armstrong single out the following categories o f promotional activities: advertising, personal selling, sales promotion, and public relations (see Kotler/Armstrong 1987).
Author: Oksana A. Ksenzenko
Language: English
Subfield: Language and Linguistics
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2619678501