After reading this chapter you should be able to:

1. Explain the differences between product advertising and institutional advertising and the variations within each type.
2. Describe the steps used to develop, execute, and evaluate an advertising program.
3. Explain the advantages and disadvantages of alternative advertising media.
4. Discuss the strengths and weaknesses of consumeroriented and trade-oriented sales promotions.
5. Recognize public relations as an important form of communication.