And the winner is… ????. Advertising vs. PR By: Somesh Dwivedi Roll no. 102

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!