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PRO458
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PRO458

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  • 1. ADVERTISING. PUBLIC RELATIONS. Limited control of msg. enhanced by carefulTotal control of msg. content, method of planning, in-depth preparation andpresentation and format. professional execution.Unlimited choice of communication medium Choice of communication media are restrictedto reach target audience. by editorial policies and media requirement. Timing and frequency of media coverage andControlled and planned timing and frequency product exposure cannot be projected orof msg. spoken to any large extent. High level of credibility. Can achieve greaterLower level of credibility and believability appeal, acceptance and standing for companyamong consumers. and its products and services through 3rd person endorsement in media. Editorial placements in the media have aLow approachability and remembering msg. higher reader, viewer, or listener attention and recall. Less expenditure. (Often outlaid as 1/10 of adHigher expenditure. (Purchasing time and budgets. Column inches or air time gained isspace) yardstick for measuring effectiveness.)Length of commercials, page sizes and layouts, In-depth report and detailed articles offercosts, as well as design and communication more scope for analysis, comment andimpact all limit what can be said in an ad. evaluation.Marketing:A management process responsible for identifying, anticipating and satisfying customerrequirements profitably. (Jefkins)Marketing vs. Public Relations.M: Building a relationship with one public. (Customers)PR: Building relationships with all organization’s strategic publics. (Community, employee andmedia)Propaganda:Means of gaining support for an opinion, creed or beliefs. (Jefkins)Propaganda vs. Public Relation.P: Prejudiced in favor of its topic. (E.g. Keeping govt. in power)PR: Being factual and unbiased. (E.g. Getting org’s services understood and used properly)

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