Transcript
Advertising
According to American Marketing
Association – advertising is any paid
form of non-personal presentation
and promotion of ideas, goods and services by an identifies sponsor.
The word advertising comes from Latin word “ad vertere”
meaning to turn minds of towards
TYPES OF ADVERTISING
Brand Advertising
Retail or Local
Advertising Political Advertising
Directory Advertising
Direct-Response
Advertising Business-to-Business
Advertising
Institutional Advertising
Public Service
Advertising Interactive Advertising
Brand AdvertisingCommonly seen type of advertising
where brands make an effort to establish long term
identity or image in the minds of the customer
Retail or Local AdvertisingAdvertising done by local stores.
This aims to encourage traffic to come into the store
Directory Advertising Advertising that appears in a specific type of
directory.
A popular example of directory advertising is those
companies that place ads in the Yellow Pages directory
Direct-Response AdvertisingDirect way of stimulating a response, usually a sale, through direct
contact to prospect via mail, telephone,
e-mail and now short messaging system
Business-to-Business AdvertisingBusiness-to-business advertising may involve the promotion of
products such as copier machines, or services such as human resources consulting or logistics, that are primarily designed for businesses
Institutional AdvertisingThe promotional message aimed at creating an image,
enhancing reputation, building goodwill, or advocating an idea or the philosophy of an organization, instead of sales promotion
Public Service AdvertisingPublic Service Advertisements are primarily designed to inform
and educate rather than sell a product or service
Interactive Advertising IA uses online or offline interactive media to communicate with
consumers and to promote products, brands, services,and public service announcements, corporate or political groups
Difference between PR and Advertising
«Advertising is what you pay for, publicity is what you pray for»
Credibility / Believability
Advertising:
Advertisements have less
credibility than the coverage
gained by PR
Public Relations:
PR provides information and newsworthy stories to a journalist, so they
can write an article about your product or business.
(An article written by a journalist will be presented in an unbiased manner and contains the journalist’s third-party endorsement. This means your target audience may view the article with more credibility than an advertisement)
Advertising Vs PR
Advertising PR
Paid
Builds exposure
Guaranteed placement
Audience is skeptical
More expensive
Ads are mostly visual
Builds trust
Earned
Media gives third-partly validation
No guarantee, must persuade media
PR uses language
“Buy this product”
Media controls final version
Less expensive
“This is important”
Complete creative control
Target audiencesAdvertising and PR are similar in that - they both want to convey
a message to their client’s target audience.
However, they convey the message differently and in different mediums
Your company can pay for an
advertisement to be placed
directly in the media your target
audience is interested in
Advertising
Target audiencesAdvertising and PR are similar in that - they both want to convey
a message to their client’s target audience.
However, they convey the message differently and in different mediums
PR
PR professionals can communicate
your message to a target audience
in a variety of channels.
The key to reaching a target
audience is to place your message
in the channel that your target
audience is likely to use
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