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
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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…
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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
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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
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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
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