39 bob hunt trut h in your advert is ing avoid

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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 (2002). 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 3 /e 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...
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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.

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