In this chapter, we discuss the importance of advertising and public relations in the promotional mix. The use of metrics to measure the success provide key information to marketers and include brand recognition and/or awareness, ad views, conversion rates, and return on ad spend

advertising — paid communication messages that identify a brand or organization and are intended to reach a large number of recipients. public relations — any actions that help to create and maintain a favorable public image. brand recognition — the ability of a campaign audience to recognize and identify a specific brand. impact — how quickly members of the audience receive an advertising message.