15

Advertising and Public Relations

OBJECTIVES OUTLINE

  • OBJECTIVE 15-1 Define the role of advertising in the promotion mix.
  • OBJECTIVE 15-2 Describe the major decisions involved in developing an advertising program.
  • OBJECTIVE 15-3 Define the role of public relations in the promotion mix.
  • OBJECTIVE 15-4 Explain how companies use PR to communicate with relevant publics.

CHAPTER PREVIEW

After analyzing integrated marketing communications (IMC) planning, we now dive into specific marketing communication tools. In this chapter, we explore advertising and public relations (PR). Advertising involves communicating the company or brand value proposition by using paid media to inform, persuade, and remind consumers. PR involves building good relations ...

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