• Summary
  • Contents

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Key Concepts in Public Relations:

  • Provides a comprehensive, easy-to-use overview to the field
  • Covers over 150 central concepts in PR
  • Paves the way for students to tackle primary texts
  • Grounds students in both practice and theory
  • Takes it further with recommended reading

Advertising is the paid for promotion of goods, services, companies and ideas, usually by an identified sponsor. Advertising is part of the overall promotional strategy of an organisation and forms a lead element in the marketing mix. Other elements include publicity, public relations, personal selling, sales promotion, direct marketing and web marketing.

Commercial messages and election campaign displays were found in the ruins of Pompeii and the Egyptians created sales messages and wall posters. ‘Lost and found’ message advertising was common in Ancient Greece and Rome. As the printing process developed in the 16th and 17th centuries, advertising expanded along with the development of mass media newspapers. In the 17th century, advertisements started to appear in weekly newspapers in England. Regulation to control the content ...

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