上海对外经贸大学工商管理学院市场营销学课件 Chapter15.pptVIP

Advertising, Sales Promotion, and Public Relations Chapter 15 Learning Goals Understand the roles of advertising, sales promotion, and public relations in the promotion mix. Know the major decisions involved in developing an advertising program. Learn how sales promotion campaigns are developed and implemented. Learn how companies use public relations to communicate with their publics. Case Study Crispin Porter Bogusky Located in Coconut Grove, FL Winner of several creative awards Known for guerrilla tactics, unconventional media and holistic marketing strategies Often suggests changes