ABSTRACT
This chapter explores the critics of advertising management. The physical evidence of advertising becomes 'copy' in a particular 'media. The words selling and promotion are synonymous. One can favour the use of promotion as there is a connotation in the word selling that a transfer of title has taken place. Within the broad definition of promotion, they find some subheadings of advertising, personal selling, sales promotion, publicity and some other selling tools such as packaging. It is important to emphasize at this time that Professor Borden is primarily interested in the problem of advertising as an effective tool in the stimulation of selective demand. The advertising manager's complaint that he cannot possibly choose an optimal media strategy may only be a symptom of his failure to carry out an adequate appraisal of the situation. Compounding the advertiser's problems almost beyond comprehension is the media selection dilemma.
