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CHAPTER 17 Advertising and Public Relations OVERVIEW: This chapter presents a detailed discussion of two promotion mix ingredients—advertising and public relations. First, we focus on the nature and types of advertising. Next, we analyze the major steps in developing an advertising campaign. Then, we discuss who is responsible for developing advertising campaigns. In the second part of the chapter, we focus on the nature of public relations. We first examine a variety of public relations tools. We then focus on the specific public relations tools associated with publicity. Finally, we explore the requirements for using public relations effectively and dealing with unfavorable publicity. OBJECTIVES: 1.Describe the nature and types of advertising.
2.Explain the major steps in developing an advertising campaign.
3.Identify who is responsible for developing advertising campaigns.
4.Recognize the tools used in public relations.
5.Understand how public relations is used and evaluated.
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Class Prep: Read Chapter 17 |
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