13
PART XIII ADVERTISING
IN
THE
MARKETING
COMMUNICATIONS SYSTEM
243
13.1. The concepts of marketing communications and the role
of their marketing
243
13.2. Advertising in marketing communication
245
13.3. Commerce promotion
249
13.4. Sales promotion
254
13.5. Personal sale
260
Questions for control and discussion
263
PART XIV THE PROCCESS OF CREATING ADVERTISING
265
14.1. Basic principles for creating advertising text
265
14.2. Advertising design
273
14.3. Selection of promotional tools
276
Questions for control and discussion
280
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