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Chapter : Advertising: The Weak and Strong Theories

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Advertising: The Weak and Strong Theories
Advertising: The weak and strong theories

Advertising is defined as a paid insertion of a message in a medium, and it is probably the most prominent of all marketing activities. Non-marketers often think that advertising is all that marketers do, which is of course not the case: the definition specifically excludes anything that is not paid for, or anything that does not pass through a medium, or anything that does not convey a message. Thus a T-shirt with a message on it is not advertising, since the wearer of the T-shirt is not being paid. Designing an interesting product is certainly marketing, but it is not ...

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