Chapter 15 Advertising and Public Relations
Advertising
Advertising and Market Share
Advertising and the Consumer
Major Types of Advertising
Product Advertising
Steps in Creating an Advertising Campaign
Creative Decisions
Identify Product Benefits
Common Advertising Appeals
Executing the Message
Media Types
Advertising Spending for 1999
Newspapers
Magazines
Radio
Television
Outdoor Media
Internet and World Wide Web
Alternative Media
Media Selection Considerations
Functions of Public Relations
Public Relations Tools
Managing Unfavorable Publicity
Email: jharvey@som.gmu.edu
Home Page: http://mason.gmu.edu/~jharvey
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