Advertising
Paid, nonpersonal communication through various media by a business firm, not-for-profit organization, or individual identified in the message with the hope of informing or persuading members of a particular audience..
Advertising Strategies:
Comparative
Emphasizes messages with direct or indirect promotional comparisons between competing brands. Often used by less dominant firms
Celebrity Testimonials
The use of celebrity spokespeople to try to boost the effectiveness of an advertising message clutter