18:  Advertising and Public Relations

How has big business embraced the internet?

What are just a few types of advertising? (461-462)

A.  The Advertising Campaign  (explain these)

                1.  I.D. the Target

                2.  Define the advertising objectives

                3.  Create the advertising platform

                4.  Determine how much money to spend (what are some methods?)

                5.  Develop the media plan

                                Look at the mediums and the details of each – a lot of lookin’

                6.  Create the message (explain the process)

                7.  Execution

                8.  Evaluation

                Who Develops the campaign?

B.  Public Relations – what is it and what are some tools that can be used?

                1.  How do you know if it is effective?

                2.  How do you deal with unfavorable PR?

CASES:  Dot.Com Adversting and MSFT