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11.1. Introduction

This chapter is about communicating the organisation's messages to the public. The tools of communication (advertising, personal selling, PR and sales promotions) are the most visible aspects of marketing, and for some people represent the whole of marketing.

Communication requires the active participation of both the sender and the receiver, so the messages not only have to contain the information the organization wishes to convey, but also must be sufficiently interesting to the consumers (or the organisation's other publics) for them to pay attention to it.

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