Public Relations Tactics

Understanding How News Coverage And Advertising Impact Consumer Perception and Attitudes

Publication Date: 8/1999

Source: SO01 Public Relations Tactics
Product Code: 6C-089922
Organization/Author/Firm: Bruce Jeffries-Fox, APR, / Mark Weiner
Specialization(s): Research - Evaluation / Marketing / Measurement
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Given industry forecasts for increased levels of marketing communications spending — TV and print advertising alone constitute $300 billion — marketing and corporate communicators are challenged to show how, and if, this investment generates a positive return.