Principles of Marketing: "Chapter 12: Public Relations and Sales Promotions”
Read this chapter. Answer the review questions at the end of each section. The material explains the various public relations (PR) concepts and tools used by organizations. Public relations are the activities organizations engage in to create a positive image for a company, product or service, or a person. Press releases, sponsorships, and product placements are three commonly used PR tools. Press releases are designed to generate publicity, but there is no guarantee the media will use them in the stories they write. Sponsorships are designed to increase brand awareness, improve corporate image, and reach target markets. Product placements are designed to generate exposure, brand awareness, and interest.