An on-again, off-again debate fanned by folks with books to flog weighs the relative merits of advertising compared to the tactics traditionally associated with public relations. At issue is whether we've hit a point in media saturation of the human brain, such as it is, that advertising is somehow being obsoleted by PR. That advertising is essentially dead, to paraphrase one of the uberest of brand consultants, Al Ries. This has always struck me a little like a declaration that staple guns have obviated the need for screwdrivers or powersaws. In a branding campaign, as in a construction site, there are specific tools designed for specific tasks. A simple way to think about it: it's advertising's job to keep reminding people of the things you told them upfront in your PR program. Think of PR as a product's marketing 1.0, advertising rolls out in later "releases", so to speak . PR has no power to "brand" for the simple reason that it's not under your control. But this lack of control is what gives it power to persuade in the first place because it's someone else doing the talking on your behalf. Once the message is out there, creative use of advertising cements it into your brand. Nike pays to remind us that, yes, Tiger Woods really does hit balls they make with the clubs they make, too. The product endorsement is an element of the PR effort; the ads kick in to refresh our memory of it.
well,good mng,sir
this is pooja a research scholar in kurukshetra university
wishes ur help as my search topic is over ethics in advertisements
sir, plz if u have any relevant information then plz mail me immediately, i beg ur kind help
thanx
Posted by: pooja(india) | July 30, 2007 7:49 PM | Permalink to Comment