You are the director of a public relations agency and are sitting in a meeting with the

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You are the director of a public relations agency and are sitting in a meeting with the director of an advertising agency. Your client, the chief marketing officer, asks you if public relations should replace advertising as the primary means of introducing a new product. What arguments would you make in favour of this and what arguments do you expect the director of the advertising agency to make? How would you advise the marketing director to respond and why?

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Advertising: An Integrated Marketing Communication

ISBN: 9781760422998

4th Edition

Authors: George E. Belch, Michael A. Belch, Gayle Ker

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