广告及公关战略培训-英文版(ppt 46).pptVIP

Advertising andPublic Relations Chapter Learning Objectives To describe the nature and types of advertising To explore the major steps in developing an advertising campaign To identify who is responsible for developing advertising campaigns To examine the tools used in public relations To analyze how public relations is used and evaluated Chapter Outline The Nature and Types of Advertising Developing an Advertising Campaign Who Develops the Advertising Campaign Public Relations The Nature and Types of Advertising Advertising Paid nonpersonal communication about an organization and its product