MARKETING COMMUNICATIONS IN THE POST-ADVERTISING ERA

The globalization of business and declining corporate advertising expenditures are two of the indicators signalling the need for a new look at the various dimensions of marketing communications. Four commonly held myths about advertising and marketing effectiveness are challenged in order to establish the framework for a more comprehensive program of marketing communication involving traditional public relations, advertising, sales promotion, special events, along with new uses for public affairs work in marketing. © 1991.