CHAPTER 17
Advertising and Public Relations
TEACHING RESOURCES QUICK REFERENCE GUIDE
Resource
Location
Purpose and Perspective
IRM, p. 352
Lecture Outline
IRM, p. 353
Discussion Starters
IRM, p. 363
Class Exercise
IRM, p. 365
Semester Project
IRM, p. 368
Answers to Developing Your Marketing Plan
IRM, p. 369
Answers to Discussion and Review Questions
IRM, p. 370
Comments on the Cases
IRM, p. 373
Video Case 17.1
IRM, p. 373
Case 17.2
IRM, p. 374
Examination Questions: Essay
Cognero
Examination Questions: Multiple-Choice
Cognero
Examination Questions: True-False
Cognero
PowerPoint Slides
Instructor’s website
Note: Additional resources may be found on the accompanying student and instructor websites at
www.cengagebrain.com.
PURPOSE AND PERSPECTIVE
Both large organizations and small companies use conventional and online promotional efforts like
advertising to change their corporate images, build brand equity, launch new products, or promote current
brands. In this chapter, we explore several dimensions of advertising and public relations. First, we focus
on the nature and types of advertising. Next, we examine the major steps in developing an advertising
campaign and describe who is responsible for developing such campaigns. We then discuss the nature of
public relations and how it is used. We examine various public relations tools and ways to evaluate the
effectiveness of public relations. Finally, we focus on how companies deal with unfavorable public
relations.
