4 Advertising
We begin Part II by looking at advertising and how it is used in a marketing communication (IMC) campaign. But first, it is important to understand a fundamental strategic difference between traditional ideas of advertising compared to traditional ideas of promotion. A good way of looking at this goes back to the Latin roots of the two words, advertising and promotion. Daniel Starch (1926), one of the pioneers in advertising theory and measurement, was perhaps the first to use these Latin roots in defining them, back in the 1920s. The Latin root of advertising is advertere, which translates roughly as ‘to turn towards’, and this is the strategic role of advertising in IMC. The Latin root of promotion ...
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