TO EXPLAIN THE ROLE of public relations, sponsorships, and corporate advertising in relationship marketing and integrated marketing communications. By integrating public relations, event sponsorships, and institutional advertising with its general advertising activities, a company can improve the overall effectiveness of its marketing efforts.
After studying this chapter, you will be able to:
Distinguish between advertising and public relations.
Discuss the key elements of crisis communications.
Describe the difference between press agentry and publicity.
Identify the tools public relations practitioners use.
Explain how event sponsorships can fit into an IMC plan.
Define advocacy advertising and debate its role in a free society.
Explain the role of corporate identity advertising.
