Skip to ContentGo to accessibility pageKeyboard shortcuts menu
OpenStax Logo
Principles of Marketing

In the Spotlight

Principles of MarketingIn the Spotlight
Times Square in New York City is shown at night. The tall skyscrapers are lit up. Electronic billboards show ads for T V shows, Broadway plays, products, and restaurants. The streets are crowded with people and traffic.
Figure 14.1 Advertising is a form of promotion and can be presented in many channels; one example is the billboards in Times Square in New York City. (credit: modification of work “Times Square, NYC” by MK Feeney/flickr, CC BY 2.0)

Chapter Outline

14.1 Advertising in the Promotion Mix
14.2 Major Decisions in Developing an Advertising Plan
14.3 The Use of Metrics to Measure Advertising Campaign Effectiveness
14.4 Public Relations and Its Role in the Promotion Mix
14.5 The Advantages and Disadvantages of Public Relations
14.6 Ethical Concerns in Advertising and Public Relations

Leo Burnett was a journalist for the Peoria Times in Illinois when he decided to start his own advertising firm with the same name in 1935.1 His strategies were fairly simple: to utilize models who looked like ordinary people instead of Hollywood stars. His motto: “What helps people, helps business.” That strategy paid off big for Philip Morris with the introduction of the iconic—albeit now considered unethical—Marlboro Man. In 1952, the ageless Tony the Tiger cartoon icon for Kellogg’s Frosted Flakes was also born from the Leo Burnett ad agency. Other notable companies that have utilized the Leo Burnett ad agency include Procter & Gamble, McDonald’s, and Fiat, to name just a few.

Today, the company has offices around the globe, and it still prides itself on aligning brands with human values. According the company, “Leo Burnett was built on a simple belief. That the most creative, most effective and most powerful work has people at its core—their needs, wants, dreams and hopes. It’s a belief that can be seen in action in everything we make.”2

In July of 2021, Leo Burnett London released a new advertisement for McDonald’s—“Fancy a McDonald’s?”—that showcases one of life’s simpler pleasures: laughter. It featured a television advertisement with no dialogue, just some friends and family enjoying time together.3 The advertisements, a big success, ultimately highlight Leo Burnett’s ability to reach a multitude of audiences across cultures and generations.4

PreviousNext
Order a print copy
Citation/Attribution

This book may not be used in the training of large language models or otherwise be ingested into large language models or generative AI offerings without OpenStax's permission.

Want to cite, share, or modify this book? This book uses the Creative Commons Attribution License and you must attribute OpenStax.

Attribution information
  • If you are redistributing all or part of this book in a print format, then you must include on every physical page the following attribution:
    Access for free at https://openstax.org/books/principles-marketing/pages/1-unit-introduction
  • If you are redistributing all or part of this book in a digital format, then you must include on every digital page view the following attribution:
    Access for free at https://openstax.org/books/principles-marketing/pages/1-unit-introduction
Citation information

© Jan 9, 2024 OpenStax. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution License . The OpenStax name, OpenStax logo, OpenStax book covers, OpenStax CNX name, and OpenStax CNX logo are not subject to the Creative Commons license and may not be reproduced without the prior and express written consent of Rice University.