ABSTRACT
Organizations use an increasing variety of marketing communications tools and media in order
to convey particular messages and encourage us to favour their brand or products. As
consumers, we are exposed to a vast amount of information on a daily basis – everything from
news reports on television, radio and in the press, to weather forecasts, traffic information,
store signs, product packaging, instore point-of-sale material and so on. Advertising is just one
of the elements with which the consumer must deal every day.