| When you have completed this chapter, you should be able to understand the following learning objectives (LO): |
| LO 1 | To recognize the roles of public relations, publicity, and corporate advertising in the promotional mix. |
| LO 2 | To know the difference between public relations and publicity and demonstrate the advantages and disadvantages of each. |
| LO 3 | To understand the reasons for corporate advertising and its advantages and disadvantages. |
| LO 4 | To know the methods for measuring the effects of public relations, publicity, and corporate advertising. |
| LO 5 | To understand the different forms of corporate advertising. |
