8/28/2023 Principles of Marketing- Chapter 15: Advertising and Public Relations

Define the role of advertising in the promotion mix.
Advertising
Describe the major decisions involved in developing an advertising program.
Setting Advertising Objectives
Setting the Advertising Budget
Developing Advertising Strategy (
Evaluating Advertising Effectiveness and the Return on Advertising
Investment
Other Advertising Considerations

Define the role of public relations in the promotion mix.
Public Relations
The Role and Impact of Public Relations
Explain how companies use public relations to communicate with their publics.
Major Public Relations Tools