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Chapter Summary
In this chapter, we discuss the importance of advertising and public relations in the promotional...
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...
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...
14.4 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...
14.3 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...
14.2 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...
14.1 Advertising in the Promotion Mix
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define advertising and...
In the Spotlight
Figure 14.1 Advertising is a form of promotion and can be presented in many channels; one exa...
References
1. “The Peloton Story,” Peloton, accessed June 30, 2022, https://www.onepeloton.com/company...
Closing Company Case
Little Debbie Part of your childhood nostalgia may include the Little Debbie Oatmeal Creme Pie...
Marketing Plan Exercise
Complete the following information about the company and products/services you chose to focus on ...
What Do Marketers Do?
Using the same list of marketing associations above, contact the one that interests you the most ...
Building Your Personal Brand
One of the key ways that you can build your personal brand is by association. The following is a ...
Critical Thinking Exercises
1. Compose a 150–200-word paragraph using all the following terms as they relate to integ...
Applied Marketing Knowledge: Discussion Questions
1. Evaluate the skills that are required to be successful in a personal-selling position. W...
Key Terms
5A framework map of the consumer’s various need states as they find out about a product and fina...
Chapter Summary
After the marketer has facilitated all the other marketing mix variables, they are ready to commu...
13.5 Ethical Issues in Marketing Communication
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify ethical issue...
13.4 Steps in the IMC Planning Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the steps in the ...
13.3 Integrated Marketing Communications
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define integrated mark...