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Some
Preliminary
Matters . . .
Defining the Marketing
Communications Mix
Advertising
Personal Selling
Publicity
Sales Promotion
Public Relations
Public Relations
. . . includes ALL
communications between an
organization and its various
publics.
Questions Concerning the
Nature of Advertising:
Is “word of mouth” really advertising?
Suppose an advertising agency sends a
news story to a magazine or news-paper
and it’s published. Is that advertising?
Suppose Coors buys space to run a
message that urges us to use desig-
nated drivers, and says nothing about
their products. Is that advertising?
More Questions . . .
Suppose P&G offers a large size
package of Crest toothpaste with a
trial size of a new mouth wash, and
employs a large, highly visible
package. Is that advertising?
Suppose Ford pays for broadcast time
to tell us over and over that “At Ford,
quality is Job #1.” Is that advertising?
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