Better Business, 5/e

Objective 14-2 Advertising and Public Relations

1. Describe the different categories of advertising and the role each of these categories plays in business and society, define public relations, and explain how is it used in the promotional mix.

Source: Goodluz/Fotoliav

After graduating from design school, Monica Garcia and Steven Alvarez rented a small studio and opened their interior design business. They already had several clients—friends and family connections—but they know they have to get the word out in a more formal and broader ...