School of Business
Department of Marketing
BMKT300 – Marketing Theory and Principles
Chapter 15 | Part 1
Advertising and Public Relations
,Objectives:
• Define the role of advertising in the promotion mix.
• Describe the major decisions involved in developing an
advertising program.
, Advertising and Public Relations
Advertising
• Advertising is any paid form of nonpersonal presentation and
promotion of ideas, goods, or services by and identified sponsor.
• It can be traced back to the very beginnings of the recorded history.
• Archeologists working in countries around the Mediterranean Sea
have dug up signs announcing various events and offers.
Example: Romans painted walls to announce gladiator fights, and the
Phoenicians painted pictures on large rocks to promote their wars.
Department of Marketing
BMKT300 – Marketing Theory and Principles
Chapter 15 | Part 1
Advertising and Public Relations
,Objectives:
• Define the role of advertising in the promotion mix.
• Describe the major decisions involved in developing an
advertising program.
, Advertising and Public Relations
Advertising
• Advertising is any paid form of nonpersonal presentation and
promotion of ideas, goods, or services by and identified sponsor.
• It can be traced back to the very beginnings of the recorded history.
• Archeologists working in countries around the Mediterranean Sea
have dug up signs announcing various events and offers.
Example: Romans painted walls to announce gladiator fights, and the
Phoenicians painted pictures on large rocks to promote their wars.
