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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Chapter Objectives
V. Developing the
Integrated Marketing
Communications Program
1. To recognize the roles of public relations,
publicity, and corporate advertising in the
promotional mix.
2. To know the difference between public relations
and publicity and demonstrate the advantages
and disadvantages of each.
17. Public Relations,
Publicity, and Corporate
Advertising
© The McGraw−Hill
Companies, 2003
Public Relations,Publicity,
and Corporate Advertising
17
3. To understand the reasons for corporate
advertising and its advantages and
disadvantages.
4. To know the methods for measuring the effects
of public relations, publicity, and corporate
advertising.