Chapter 15

Today we talked about Advertising and Public Relations. We discussed the importance of advertising and how the most successful companies, like Coca-Cola, are built by heavy advertising and marketing investments.  There are several types of product advertising, including pioneering, competitive, and comparative, each type used in different stages of a products life cycle.  Public Relations is the element in the promotional mix that evaluates public attitudes.  It identifies issues that may elicit public concern and executes programs to gain public understanding and acceptance.