And the winner is…
????
Advertising vs. PR
By: Somesh Dwivedi
Roll no. 102
• Advertising; as we know it
• PR; as we know it
• Differences between the two
• Trends in CBE responsible for increasing inclination towards PR
Advertising; as we know it
Our product is the best
• Most people have a love/hate relationship with advertising.
• The best ads are not only creative, they sell.
• The aim of advertising is not to state the facts about a product but to sell a solution or dream.
Buffery is an integral component of modern advertising
Advertising rarely creates product purchase
Creating an effective ad campaign
• Linking the brand directly to a single benefit.
“Eno on; acidity gone”
• Create a character that expresses the product’s personality.
• Developing a narrative with episodes centered on a problem and its outcome.
Public Relations
• Delivery of message through implied or explicit endorsement of a credible third-party media source.
PR is something you pray for rather than pay for
PR Vehicles
• News stories and Media Editorial coverage
Event & Sports Marketing
Cause - Related Marketing
Product Placement
Contests
Differences between advertising and PR
• Paid space or free coverage
• Creative control vs. no control
• Shelf life
• Wise consumers
• Creativity or a nose for news
Differences (contd.)
• In House or out of the town
• Target audience or hooked editor
• Limited or unlimited contract
• Special events
• Writing style
Advertising lacks credibility
Lack of Advertising ROI measures
• “Dude, if it doesn’t make cents; it doesn’t make sense”.
Steep rise in advertising clutter and noise
And the winner is…
IMC
Thank you!