Definition of Advertising
n “Advertising is communicating with and influencing someone to do something- usually to buy a product or service- and often something to think” about?
n According to the Encyclopedia Britannica “Advertisement as a form of paid announcement intended to promote the sale of commodity or service, to advance an idea or to bring about some other effect, desired by the advertiser.”
Objectives of Advertising
n To sell the brand to the target consumers.
n To achieve repeat purchase.
n To achieve specified and targeted sales of the brand and profit for the company.
n To capture a hare in the market.
Objectives of PR
n To resolve difference through communication and facilitate negotiation between the management and the workers.
n To bring the strike to an end.
Message Communication: (What?)
n The message in advertising is about the brand. It creates awareness in the brand, puts across the plus points and special benefits to the user, and helps create brand loyalty.
n It is based on the consumer’s needs and motivation, on the one hand and competition in the market on the other hand.
n
PR
n The message in such a public Relations situation is one that builds mutual confidence between the workers and the management.
n It projects that it is in the interest and benefit of both the worker’s demand and the management’s offer must be clearly understood in developing the message and a meeting point should kept in sight for the desired result.
Target Group: (To whom?)
n Women (or families/ household) from the higher income groups in urban areas.
PR
n Workers.
n Union leaders.
n Others employees (including the management).
n Outsiders (the customers, the suppliers, the press).
Communication Media: (How?)
n The Press- special women’s magazines, general magazines, newspapers.
n The television- the national network.
n The Cinema- in target markets.
n The radio- covering target markets.
PR
n Personal meetings- between the union leaders and the management representatives.
n Exchange of letters and facts with regards to the issue.
n Notice on notice boards.
n House journal.
n News sheets, posters and banners.
n Video magazines.
n Press releases.
Timing of Activity: (When?)
n The timing also depends on resources available and market situations.
PR
n In the case of a strike at the factory, the communication exercise must begin as soon as it happens.
n It must be continued right through the negotiations and even for the period after the strike is over to retain /maintain the confidence of the parties concerned, other employees and the external target groups.
Development of Message: (Where?)
n The diffusion of the advertising message to any specific areas is related to the existing and potential markets for the brand.
n This is based on experience or market research.
PR
n The PR message must match the objectives defined and the media in which it is going to be projected, especially in its tone of voice, words, facts and figures.
1. Paid Space or Free Coverage
n Advertising:
The Company pays for ad space. You (Company) know exactly when that ad will air or be published.
The Company pays for ad space. You (Company) know exactly when that ad will air or be published.
n Public Relations:
Your job is to get free publicity for the company. From news conferences to press releases, you're focused on getting free media exposure for the company and its products/services.
Your job is to get free publicity for the company. From news conferences to press releases, you're focused on getting free media exposure for the company and its products/services.
n These two industries are very different even though they're commonly confused as being one and the same. The following ten properties just scratch the surface of the many differences between advertising and public relations.
2. Creative Control Vs. No Control
n Advertising:
Since you're paying for the space, you have creative control on what goes into that ad.
Since you're paying for the space, you have creative control on what goes into that ad.
n Public Relations:
You have no control over how the media presents your information, if they decide to use your info at all. They're not obligated to cover your event or publish your press release just because you sent something to them.
You have no control over how the media presents your information, if they decide to use your info at all. They're not obligated to cover your event or publish your press release just because you sent something to them.
3. Shelf Life
n Advertising:
Since you pay for the space, you can run your ads over and over for as long as your budget allows. An ad generally has a longer shelf life than one press release.
Since you pay for the space, you can run your ads over and over for as long as your budget allows. An ad generally has a longer shelf life than one press release.
n Public Relations:
You only submit a press release about a new product once. You only submit a press release about a news conference once. The PR exposure you receive is only circulated once. An editor won't publish your same press release three or four times in their magazine.
You only submit a press release about a new product once. You only submit a press release about a news conference once. The PR exposure you receive is only circulated once. An editor won't publish your same press release three or four times in their magazine.
4. Wise Consumers
n Advertising:
Consumers know when they're reading an advertisement they're trying to be sold a product or service.
Consumers know when they're reading an advertisement they're trying to be sold a product or service.
"The consumer understands that we have paid to present our selling message to him or her, and unfortunately, the consumer often views our selling message very guardedly," Paul Flowers, president of Dallas-based Flowers & Partners, Inc., said. "After all, they know we are trying to sell them."
n Public Relations:
When someone reads a third-party article written about your product or views coverage of your event on TV, they're seeing something you didn't pay for with ad dollars and view it differently than they do paid advertising.
When someone reads a third-party article written about your product or views coverage of your event on TV, they're seeing something you didn't pay for with ad dollars and view it differently than they do paid advertising.
"Where we can generate some sort of third-party 'endorsement' by independent media sources, we can create great credibility for our clients' products or services," Flowers said.
5. Creativity or a Nose for News
n Advertising:
In advertising, you get to exercise your creativity in creating new ad campaigns and materials.
In advertising, you get to exercise your creativity in creating new ad campaigns and materials.
n Public Relations:
In public relations, you have to have a nose for news and be able to generate buzz through that news. You exercise your creativity, to an extent, in the way you search for new news to release to the media.
In public relations, you have to have a nose for news and be able to generate buzz through that news. You exercise your creativity, to an extent, in the way you search for new news to release to the media.
6. In-House or Out on the Town
n Advertising:
If you're working at an ad agency, your main contacts are your co-workers and the agency's clients. If you buy and plan ad space on behalf of the client like Media Director Barry Lowenthal does, then you'll also interact with media sales people.
If you're working at an ad agency, your main contacts are your co-workers and the agency's clients. If you buy and plan ad space on behalf of the client like Media Director Barry Lowenthal does, then you'll also interact with media sales people.
n Public Relations:
You interact with the media and develop a relationship with them. Your contact is not limited to in-house communications. You're in constant touch with your contacts at the print publications and broadcast media.
You interact with the media and develop a relationship with them. Your contact is not limited to in-house communications. You're in constant touch with your contacts at the print publications and broadcast media.
7. Target Audience or Hooked Editor
n Advertising:
You're looking for your target audience and advertising accordingly. You wouldn't advertise a women's TV network in a male-oriented sports magazine.
You're looking for your target audience and advertising accordingly. You wouldn't advertise a women's TV network in a male-oriented sports magazine.
n Public Relations:
You must have an angle and hook editors to get them to use info for an article, to run a press release or to cover your event.
You must have an angle and hook editors to get them to use info for an article, to run a press release or to cover your event.
8. Limited or Unlimited Contact
n Advertising:
Some industry pros such as Account Executive Trey Sullivan have contact with the clients. Others like copywriters or graphic designers in the agency may not meet with the client at all.
Some industry pros such as Account Executive Trey Sullivan have contact with the clients. Others like copywriters or graphic designers in the agency may not meet with the client at all.
n Public Relations:
In public relations, you are very visible to the media. PR pros aren't always called on for the good news.
In public relations, you are very visible to the media. PR pros aren't always called on for the good news.
If there was an accident at your company, you may have to give a statement or on-camera interview to journalists. You may represent your company as a spokesperson at an event. Or you may work within community relations to show your company is actively involved in good work and is committed to the city and its citizens.
9. Special Events
n Advertising:
If your company sponsors an event, you wouldn't want to take out an ad giving yourself a pat on the back for being such a great company. This is where your PR department steps in.
If your company sponsors an event, you wouldn't want to take out an ad giving yourself a pat on the back for being such a great company. This is where your PR department steps in.
n Public Relations:
If you're sponsoring an event, you can send out a press release and the media might pick it up. They may publish the information or cover the event.
If you're sponsoring an event, you can send out a press release and the media might pick it up. They may publish the information or cover the event.
10. Writing Style
n Advertising:
Buy this product! Act now! Call today! These are all things you can say in an advertisement. You want to use those buzz words to motivate people to buy your product.
Buy this product! Act now! Call today! These are all things you can say in an advertisement. You want to use those buzz words to motivate people to buy your product.
n Public Relations:
You're strictly writing in a no-nonsense news format. Any blatant commercial messages in your communications are disregarded by the media.
You're strictly writing in a no-nonsense news format. Any blatant commercial messages in your communications are disregarded by the media.
Review
1. Paid Space or Free Coverage.
2. Creative Control Vs. No Control.
3. Shelf Life.
4. Wise Consumers.
5. Creativity or a Nose for News.
6. In-House or Out on the Town.
7. Target Audience or Hooked Editor.
8. Limited or Unlimited Contact.
9. Special Events.
10. Writing Style.
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