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15.1 Personal Selling and Its Role in the Promotion Mix
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define personal sellin...
In the Spotlight
Figure 15.1 Hilton Hotel utilizes a personal selling process with its HGV product. (credit: m...
References
1. Leo Burnett (website), accessed July 7, 2022, https://leoburnett.com/. 2. Leo B...
Closing Company Case
Peloton If you have ever taken a class at your local gym, you know the excitement of the camar...
What Do Marketers Do?
Send a message to your college or university marketing department asking for a time to talk to th...
Building Your Personal Brand
The act of building a personal brand requires a commitment that comes with having a well-develope...
Critical Thinking Exercises
1. Explain the key metrics used to measure the success of an advertising campaign. ...
Applied Marketing Knowledge: Discussion Questions
1. List the objectives of advertising. 2. Explain the five approaches to creat...
Key Terms
advertising paid communication messages that identify a brand or organization and are intended t...
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 ...