Marketing: Creating Value for Customers.


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Chapter 18 Learning Objectives

After reading this chapter and the student study guide, you should be able to:

  1. List major functions of advertising.

  2. Identify basic types of advertising.

  3. Discuss legal and ethical issues in advertising.

  4. Describe how marketers manage an advertising campaign.

  5. Identify major techniques for sales promotion.

  6. Explain how sales promotion can create value and be used ethically.

  7. Summarize basic types of publicity and ways that marketers generate publicity.

  8. Describe how marketers manage bad publicity.





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