Advertising
The word advertising comes from Latin word “ad vertere”
meaning to turn minds of towards
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.

Three goals of advertising
Persuade
Inform Remind

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 Advertising
Commonly 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 Advertising
Advertising 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 Advertising
Direct 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 Advertising
Business-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 Advertising
The 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 Advertising
Public 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
 Audience is skeptical
 Guaranteed placement
 Ads are mostly visual
 More expensive
 Earned
 Builds trust
 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 audiences
Advertising 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
Advertising
Your company can pay for an
advertisement to be placed
directly in the media your target
audience is interested in

Target audiences
Advertising 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!