Advertising VS

Public Relations

Advertising VS

Public RelationsCh. 10 & 11

Media Impact

Ch. 10 & 11Media Impact

AdvertisingAdvertising Begun as early as 1200 B.C. with

Phoenicians painting messages on stones

Can be presented in many different forms Newspapers, Television, Radio,

Magazines, Internet

Begun as early as 1200 B.C. with Phoenicians painting messages on stones

Can be presented in many different forms Newspapers, Television, Radio,

Magazines, Internet

What is Advertising?What is Advertising? Original Meaning: To take note of

or consider Modern Meaning: To persuade It is NOT a mass medium

Original Meaning: To take note of or consider

Modern Meaning: To persuade It is NOT a mass medium

Advertising Characteristics

Advertising Characteristics

Repetition: repeating a simple message for effect

Style: plain and direct or hyperbole-- making large claims for products, i.e. “tall-talk”

Ubiquity: Advertising is everywhere, opportunities are unlimited

Repetition: repeating a simple message for effect

Style: plain and direct or hyperbole-- making large claims for products, i.e. “tall-talk”

Ubiquity: Advertising is everywhere, opportunities are unlimited

Public RelationsPublic Relations 1st publicity firm, The Publicity

Bureau, opened in Boston in 1900 to criticize railroad companies

Early PR example: Henry Ford announces rebates if 300,000 Model Ts sold that year

1st publicity firm, The Publicity Bureau, opened in Boston in 1900 to criticize railroad companies

Early PR example: Henry Ford announces rebates if 300,000 Model Ts sold that year

What is Public Relations?

What is Public Relations?

A way to create favorable images Creating an understanding for, or

goodwill toward, a company, a person or a product

It is NOT a mass medium

A way to create favorable images Creating an understanding for, or

goodwill toward, a company, a person or a product

It is NOT a mass medium

Public Relations Approach

Public Relations Approach

Persuasion: Act of using argument or reasoning to induce someone to do something

Persuasion: Act of using argument or reasoning to induce someone to do something

Advertising VS Public Relations

Similarities:

Advertising VS Public Relations

Similarities: Both persuade you to make a

purchase Both are not a mass medium

So what’s the difference??

Both persuade you to make a purchase

Both are not a mass medium

So what’s the difference??

Advertising VS Public Relations

Differences:

Advertising VS Public Relations

Differences:

Advertising: Advertising cost a

lot of money

Advertising tries to sell a product

Advertising: Advertising cost a

lot of money

Advertising tries to sell a product

Public Relations: PR is free!

PR tries to shape an image

Public Relations: PR is free!

PR tries to shape an image

Advertising VS Public Relations

Differences:

Advertising VS Public Relations

Differences: Advertising:

Advertising uses a physical ad to persuade you to purchase a product

Advertising: Advertising uses a

physical ad to persuade you to purchase a product

QuickTime™ and a decompressor

are needed to see this picture.

Ad*Access On-Line Project - Ad #TV0415 John W. Hartman Center for Sales, Advertising & Marketing History Duke University Rare Book, Manuscript, and Special Collections Library http://library.duke.edu/digitalcollections/adaccess/

Advertising VS Public Relations

Differences:

Advertising VS Public Relations

Differences: Public Relations:

PR uses publicity which creates events and presents information so the press and public pay attention

Public Relations: PR uses publicity

which creates events and presents information so the press and public pay attention

I bought a Coca Cola yesterday…

QuickTime™ and a decompressor

are needed to see this picture.

Advertising VS Public Relations

Difference:

Advertising VS Public Relations

Difference: Advertising

Advertising is a controlled use of media

Advertising Advertising is a

controlled use of media

Public Relations PR is uncontrolled--

the press has control over the message

Public Relations PR is uncontrolled--

the press has control over the message

QuickTime™ and a decompressor

are needed to see this picture.

Things to noteThings to note Advertising pays for our media

Media industries and Advertising businesses are interdependent

Marketing has gone “Viral” The advertising message is passed

along

Advertising pays for our media Media industries and Advertising

businesses are interdependent Marketing has gone “Viral”

The advertising message is passed along

QuickTime™ and a decompressor

are needed to see this picture.

QuickTime™ and a decompressor

are needed to see this picture.

Things to noteThings to note

Public relations is used to promote product acceptance as well as help protect against negative publicity

Variety of clients use public relations Nonprofit organizations is growing the

fastest

Public relations is used to promote product acceptance as well as help protect against negative publicity

Variety of clients use public relations Nonprofit organizations is growing the

fastest