Chapter-15. Advertising and Public Relations

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Advertising: Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. 

Advertising objective: A specific communication task to be accomplished with a specific target audience during a specific period of time. 

Advertising strategy: The strategy by which the company accomplishes its advertising objectives. It consists of two major elements creating advertising messages and selecting advertising media. 

Advertising media: The vehicles through which advertising messages are delivered to their intended audiences. 

Advertising agency: A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs. 

Public relations: Building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. 

Note that all the information has collected from the principles of marketing book (Asian).