Provide differences between advertising and publicity, Other Management

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Question :

Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services.

(a) Provide reasons for organizations to include advertisements in their marketing strategy.

(b) Communication specialists through research have established many theories in order to maximize efficiency and impact of an advertisement on the target audience. One of these theories is called the "Effects Model". Explain this theory in detail, elaborating each phase of the Model.

1. Hype
2. Jingle
3. Circulation
4. Generic advertising
5. Slot

(d) Provide differences between advertising and publicity.

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