1.1 LEARNING OBJECTIVES
LO 13-1 Understand the key types of advertising and the role of the creative agency.
LO 13-2 Identify various approaches to sales promotion and how each might be used.
LO 13-3 Describe the activities and aims of public relations.
1.2 Chapter Outline
I. ADVERTISING
Types of Advertising
Institutional Advertising
Product Advertising
Advertising Execution and Media Types
The Role of the Creative Agency
II. SALES PROMOTION
Sales Promotion to Consumers
Sales Promotion to Channel Members
III. PUBLIC RELATIONS (PR)
Gaining Product Publicity and Buzz
Securing Event Sponsorships
Crisis Management
IV. SUMMARY