ABSTRACT
Advertising may be the most important component of the overall marketing plan for consumer goods. Although packaging, pricing, promotions, and public relations all play a part in establishing the product or service in the consumer’s mind, nothing is as powerful as advertising. Defined as “any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor” (Kotler and Armstrong 2001, G-1), advertising is the best opportunity for companies to proclaim their attributes and strengths. In our communication-rich world, advertising incorporates print, broadcast, visual, and interactive media.
