Unformatted text preview: rran and Jef I. Ric hards , “The Regulation of
Children's Advertis ing in the U.S.,” The International J ournal of Advertis ing and Mark eting to Children 2, no. 2
38. ht t p: / / advert is ing. ut ex as . edu/ res earc h/ t erms / index . as p#O (ac c es s ed May 12, 2008).
39. Bob Hunt , “Trut h in Your Advert is ing: Avoid Puffery ?” Realt y Times , June 20, 2007.
40. As hley Heher, “Our Piz z a Didn't Tas t e Good, Domino's Say s in New Ads , ” Bos t on Glob e, January 12, 2010.
41. Hunt , “Trut h in Your Advert is ing: Avoid Puffery ?” 2011 McGraw-Hill Higher Education
Any us e is s ubject to the Term s of Us e and Privacy Notice.
McGraw-Hill Higher Education is one of the m any fine bus ines s es of The McGraw-Hill Com panies . connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 3/3 9/15/13 M cGr aw- Hill Connect - Ebook M arke ting EBook
Content Chapte r18: Adv e rtising, Public Re lations, and Sale s Prom otions Public Relations
As you may recall from Chapter 17, p u b lic r e latio n s (PR) involves managing communications and
relationships to achieve various objectives, such as building and maintaining a positive image of the
firm, handling or heading off unfavorable stories or events, and maintaining positive relationships with
the media. In many cases, public relations activities support other promotional efforts by generating
“free” media attention and general goodwill.
Designers, for example, vie to have celebrities, especially those nominated for awards, wear their
fashions on the red carpet. T heir brands offer intangible benefits, not just functional benefits. Events
such as the Oscars, with its 35 million annual viewers, provide an unparalleled opportunity to
showcase the emotional benefits of the brand and make others want to be a part of it. T hus, the
celebrities whom designers pursue and offer their items are those who will sell the most or provide
the best iconic images. When F ergie wore an Emilio Pucci dress with a Judith Leiber clutch, both...
View Full Document
This note was uploaded on 01/25/2014 for the course BADM 320 taught by Professor Staff during the Winter '08 term at University of Illinois, Urbana Champaign.
- Winter '08