ABSTRACT
The essential factor in promotion and advertising is their relation to the marketing environment as a whole. Promotion and advertising are necessarily connected with the buying and selling of merchandise. A potential conflict in the marketing decision is that the attention generated only partially centers upon the merits of the product. Product differentiation concerns drawing a distinction between one form or brand name of a product and all others. Every product presumably promises benefits or satisfactions derived from its use or consumption. For the most part, the book world recognizes the distinction between information and advertising by rarely carrying such material in its physical product. The presence of advertisement is just about as commonplace in scholarly or popular periodicals as they are absent in books and monographs. Establishing linkages between fields may provide a first step to resolve the cloudy relationships which exist between advertising products and generating ideas.
