chapter  12
22 Pages

Offensive Communications

Communications is a much broader word than advertising, which is often used synonymously with broadcast media. It covers any visual, audio, or interactive medium that creates brand awareness or attitude changes. Sponsorships, event marketing, infomercials, “buzz” or word-of-mouth campaigns, direct marketing, banner and pop-up ads, and the use of sales personnel as influencers, all qualify as “communications.” Indeed, one should extend the

definition of communications to the packaging of products, interactive Internet-based games tied to entertainment or movie introductions, as well as to publicity arising from legal cases or breaking news stories-sometimes by design, often not. However, because of the importance of advertising to the marketing industry, it receives the primary focus in this chapter.