Module 14 - The Promotion Mix: Advertising and Public Relations
In the Spotlight
Figure 14.1 Advertising is a form of promotion and can be presented in many channels; one exa...
14.1 Advertising in the Promotion Mix
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define advertising and...
14.2 Major Decisions in Developing an Advertising Plan
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the steps involve...
14.3 The Use of Metrics to Measure Advertising Campaign Effectiveness
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the key performan...
14.4 Public Relations and Its Role in the Promotion Mix
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define public relation...
14.5 The Advantages and Disadvantages of Public Relations
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss the advantages...
14.6 Ethical Concerns in Advertising and Public Relations
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Illustrate ethical iss...
Chapter Summary
In this chapter, we discuss the importance of advertising and public relations in the promotional...
Key Terms
advertising paid communication messages that identify a brand or organization and are intended t...
Applied Marketing Knowledge: Discussion Questions
1. List the objectives of advertising. 2. Explain the five approaches to creat...
Critical Thinking Exercises
1. Explain the key metrics used to measure the success of an advertising campaign. ...
Building Your Personal Brand
The act of building a personal brand requires a commitment that comes with having a well-develope...
What Do Marketers Do?
Send a message to your college or university marketing department asking for a time to talk to th...
Closing Company Case
Peloton If you have ever taken a class at your local gym, you know the excitement of the camar...
References
1. Leo Burnett (website), accessed July 7, 2022, https://leoburnett.com/. 2. Leo B...