Principles of Marketing, 17/e

15 Advertising and Public Relations

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After an analysis of overall integrated marketing communications (IMC) planning, we dig more deeply into the specific marketing communication tools. In this chapter, we explore advertising and public relations (PR). Advertising involves communicating the company’s or brand’s value proposition by using paid media to inform, persuade, and remind consumers. PR involves building good relations with various company publics—from consumers and the general public to the media, investor, donor, and government publics. As with all the promotion mix tools, advertising and PR must be blended into the overall IMC program. In Chapters 16 and 17, we will discuss the remaining promotion mix tools: personal ...