Advertising

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

Three goals of advertising

Inform Remind

Persuade

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

Political Advertising Advertising that promotes politicians

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

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

THINK!

CREATE!

DO!

Thank you for your

attention!