3. Introduction

In the modern context, the advocacy activity cannot be carried out as a “per se” activity but from a larger perspective, that of responsible Marketing.

In its broader concept, Marketing is at the heart of all activities that are initiated within the company. Starting with the employees’ outfit, continuing with the way we address our customers and collaborators and to the way we welcome the new employees within the company, all are considered actions that advocate (positively or negatively) for the company’s image. Promotional actions also extend beyond the area of practicality or everyday activities and go as far as caring for the health of those around. Whether we are talking about protecting the environment or caring for patients / consumers, all actions initiated by the company in the promotion area have as their primary objective the health of humans, animals and of the Planet.