What is advertising and promotion in business?
Communication is the key factor of marketing management where Blois (2009) has described the communication to be highly responsible for an effective promotional execution. Effective communication has an important role in the advertising and promotional process. The messages that the organisation conveys through advertising are easily interpreted by the target audience where Halinen (2005) has cited a strong dependency of advertising and communication on each other. On the other hand, Gummesson (2007) has argued that different organisations follow differentiated communication process like, one way communication, two way communication based on objective set by the organisation.