Advertising Viewed as a Marketing and Communication Strategy Tool

Abstract

The article touches upon the role of advertising in the contemporary living environment of an individual and society. The technology of copy preparation (the use of metaphors, humour, segmentations, speech patterns, etc.) is exposed. The planning of advertising campaign, its differentiation on various grounds and the close connection with the globalization process in the contemporary world are also examined.

Keywords

• реклама
• коммуникативная функция
• рекламная кампания
• потребитель
• маркетинг