Module 3-Week 12: Advertising, Sales Promotions, Public Relations, and Green Washing

Learning Outcomes

  • List the steps in developing, executing, and evaluating an advertising program.
  • Assess common advertising appeals and their impact in the advertising message.  
  • Interrogate the strengths and weaknesses of consumer-oriented and trade-oriented sales promotions.
  • Investigate the advantages and disadvantages of major advertising media.
  • Critique the role of public relations in marketing as an important form of communication.
  • Define and discuss the marketing practice of 'Green Washing.'


The last week of the course is about advertising, sales promotions, public relations, and green washing. Marketers design an advertising program based on the characteristics of the target market by carefully designing the advertisement message. Selection of the right media is also an important consideration within the advertising program. Marketers use different advertising appeals in the message content of the advertisement. These appeals are applied with care including fear appeal, sex appeal, and humorous appeal. Advertisers use a mix of media forms to achieve the goal of maximizing the exposure of the message while minimizing costs. Different media alternatives in advertising are discussed in this lesson including TV, radio, newspapers, direct mail, magazines, online advertisements, and outdoor advertising. Sales promotions are also examined on two fronts: consumer-oriented sales promotions and trade-oriented sales promotions. The last part of the lesson is on the importance of public relations and the practice of green washing.

Related Readings  

It is recommended that you complete the accompanied readings from the course textbook that complements the lessons. The readings include content and additional examples that will allow you to achieve the indicated learning outcomes as indicated in your textbook for Chapter 17 and will cover content for Week 12. You will be expected to achieve the learning outcomes LO2 (Lesson 12.1), LO3 and LO4 (Lesson 12.2), LO4 and LO5 (Lesson 12.3).

Activities and Assignments