Advertising encompasses many different forms and various platforms, with an ultimate goal of encouraging the target audience to purchase a product or use a particular service. Hit TV shows such as Mad Men popularised early forms of advertising , where advertising agencies creating, planning, and handling of advertising and sometimes other forms of promotion and marketing for its clients. While ad agencies are still in demand and serve a purpose, in this digital age, ad campaigns can be found in the form of social media campaigns and display advertising amongst others.
Public relations is the practice of managing the spread of information between an individual or an organisation and the general public. It is a strategic communication process with the goal of building a mutually beneficial relationship between the organisation and the brand. Often a company would utilise public relations to announce major announcement or significant news to share with its audience or stakeholders or to maintain a reputable and favourable standing amongst the general public.
Press releases are an integral part of public relations. Releases are statements in the form of a news release or statement directed at members of the news. Promoting your content through this channel can be very effective, with consumers more likely to take heed of third party endorsements in contrast to paid advertisements. The different channels used in advertising in comparison to PR.
When it comes to advertising methods, there are two distinct methods marketers tend to employ, inbound and outbound. Inbound marketing is a strategy that has risen and become commonplace in this digital age. A technique used to draw potential customers in to products and services via numerous marketing efforts, whether through content, social media, SEO, opt-in emails or even through blogs. In contrast, outbound marketing refers to more traditional avenues of marketing, one where the company begins the communication process and sends its message out to the public.
Examples include radio ads, print ads in numerous publications and cold calling potential customers. Outbound practices have the potential to be seen by audiences in many places, however the cost can be quite high, with no guarantee of a profitable return as well as a difficulty in tracking the numerous campaigns and the return on their investment. Both advertising and PR tread similar ground in that their aim is to convey a message to their respective target audience.
However the content of the message, as well as how much control one has over the message differs greatly. In regards to advertising, companies have creative control over every aspect relating to the advert. That includes the message of the advert, the creative element, as well as the channels that will be used to promote the advert, essentially when and where the audience will be shown the content.
Essentially, companies are allowed free-reign to showcase how great they are and indulge in as much self-promotion as possible with little regulation, depending on the industry, providing said content is not offensive or harmful. Paid vs.
PR: your PR agency develops strategies for you to gain publicity in the media. Message control Advertising: you have control over the content of your advertisement including where and when it will be seen in the media. PR: you have less control of your coverage in the medi a.
Once you send a story idea to a journalist they have control over it. They can choose to change your story idea or not even publish it at all. However, your PR agency should offer you media training so you know how to control an interview and make the most of any media opportunities they create for you. Duration of coverage Advertising: You can pay for an advertisement to be shown in the media as many times as your budget allows. PR: An advantage of PR is that you can send a story idea to a number of journalists who will then publish the story in different ways.
This allows your target audience to see the information differently in many mediums, which may be more effective at reinforcing the message. PR: PR provides information and newsworthy stories to a journalist so they can write an article about your product or business, if they chose to. This means your target audience may view the article with more credibility than an advertisement because it is not blatantly selling them something.
PR provides information and newsworthy stories to media so they can write a piece about the respective product or business, if they chose to. PR can be very powerful in helping shape public opinion. PR professionals can communicate the message by a variety of channels.
The key to reaching a target audience is to place the message at the platform the target audience is likely to use. This could be an article in a company newsletter, an email to clients, a blog post, a tweet, an article through media and various other channels.
This means that PR may be more effective than advertising because it can help a business reach their target audience through a variety of mediums. What is the primary motive of a business? Profit maximisation which can only be achieved by increasing sales. Each company applies various strategies, tactics, tools, plans to gain maximum customer attention and to grab a competitive position in the market, which comes through a mix of promotional measures. There could be four aspects of promotion, which are advertising, direct sales, promotional marketing, and public relations.
The public reacts very differently to an advertisement creative than to a newspapers or magazine article, online communication or a TV report. While looking at an advertisement, people know very well that the information that has been communicated through that is meant to serve a purpose and hence is perceived with a certain degree of skepticism.
People know that the purpose of a creative is to persuade them to buy a particular product or service and the information given may not be so true after all.
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