Marketing, advertisement and publicity – a study of terms in Brazil

Miguel Arantes Normanha Filho


The main objective of this research consists in contributing with empirical verification of several interpretations done on marketing and advertisement, advertisement and publicity, in a special form used as if they were synonyms. In business context, this can lead companies into financial loss. The research is part of the observation that treats the terms marketing and advertisement as not being the same [semantically], but the concept: advertisement is a specific instrument and marketing is a business philosophy. The wrong interpretation of this terms can induces businessmen [executives] to make strategic mistakes that can influence the cash flow and, consequently, affect the company’s financial economical health.


marketing; scope of marketing; marketing science; advertisement; publicity.

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Iberoamerican Journal of Strategic Management  e-ISSN: 2176-0756

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