ABSTRACT
The old way of looking at advertising versus promotion in terms of how they are delivered no longer holds. In fact, what has been thought of as advertising skills now play a critical role in all forms of marketing communication, including promotion. This chapter looks at advertising issues and in the next chapter, promotion. But as they are discussed, remember that these same principles will apply regardless of how the message is delivered, whether by direct marketing, sponsorship, event marketing, or traditional and digital media. Brand awareness and brand attitude are always message objectives, even with a promotion where the primary communication objective is brand purchase intention. In the case of corporate image advertising, the choice of media will vary as a factor of both the size of the company and the size of the target market. With small companies, it is often the case that corporate image advertising, at least on a broader scale, is not affordable.
