广告及公关战略培训英文版.pptxVIP

Part FourPromotion Decisions18Advertising andPublic RelationsCopyright ? Houghton Mifflin Company. All rights reserved.PowerPoint Presentation by Charlie CookChapter Learning ObjectivesTo describe the nature and types of advertisingTo explore the major steps in developing an advertising campaignTo identify who is responsible for developing advertising campaignsTo examine the tools used in public relationsTo analyze how public relations is used and evaluatedChapter OutlineThe Nature and Types of AdvertisingDeveloping an Advertising CampaignWho Develops the Advertising CampaignPublic RelationsTh