Essentials of Marketing

13 Advertising, Sales Promotion, Public Relations, and Sponsorship

DOI: 10.4324/9781003170891-18

LEARNING OBJECTIVES

• ‣ To compare the effectiveness of different advertising media for an advertising campaign
• ‣ To assess the suitability of different forms of sales promotion to stimulate sales volumes
• ‣ To critique the role of public relations in establishing and maintaining a healthy corporate reputation
• ‣ To analyse credible approaches to sponsorship

Introduction

In this chapter, we build upon the principles of integrated marketing communications explored in the previous chapter to analyse several of its instruments in more depth. These are advertising, sales promotion, public relations, and sponsorship. They are closely related to each ...