This document discusses advertising and public relations. It defines advertising as paid, non-personal promotion and defines PR as unpaid coverage gained through newsworthy stories. The goals of advertising are to persuade, inform and remind audiences, while PR aims to build trust and credibility through third party validation from journalists. Both advertising and PR aim to convey messages to target audiences, but they differ in whether the message is paid for and guaranteed versus earned through persuading media.

2. 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.

3. Three goals of advertising
Persuade
Inform Remind

4. 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

5. 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

6. Retail or Local Advertising
Advertising done by local stores.
This aims to encourage traffic to come into the store

7. Political Advertising
Advertising that promotes politicians

8. 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

9. 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

10. 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

11. 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

12. Public Service Advertising
Public Service Advertisements are primarily designed to inform
and educate rather than sell a product or service

13. 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

14. Difference between PR and Advertising
«Advertising is what you pay for, publicity is what you pray for»

15. Credibility / Believability

16. 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)

17. 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

18. 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

19. 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

20. THINK!
CREATE!
DO!
Thank you for your
attention!