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Advertising 
The word advertising comes from Latin word “ad vertere” 
meaning to turn minds of towards 
According to Ameri...
Three goals of advertising 
Persuade 
Inform Remind
TYPES OF ADVERTISING 
 Brand Advertising 
 Retail or Local 
Advertising  Political Advertising 
 Directory Advertising...
Brand Advertising 
Commonly seen type of advertising 
where brands make an effort to establish long term 
identity or imag...
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 advertis...
Direct-Response Advertising 
Direct way of stimulating a response, usually a sale, through direct 
contact to prospect via...
Business-to-Business Advertising 
Business-to-business advertising may involve the promotion of 
products such as copier m...
Institutional Advertising 
The promotional message aimed at creating an image, 
enhancing reputation, building goodwill, o...
Public Service Advertising 
Public Service Advertisements are primarily designed to inform 
and educate rather than sell a...
Interactive Advertising 
IA uses online or offline interactive media to communicate with 
consumers and to promote product...
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 R...
Advertising Vs PR 
Advertising PR 
 Paid 
 Builds exposure 
 Audience is skeptical 
 Guaranteed placement 
 Ads are m...
Target audiences 
Advertising and PR are similar in that - they both want to convey 
a message to their client’s target au...
Target audiences 
Advertising and PR are similar in that - they both want to convey 
a message to their client’s target au...
THINK! 
CREATE! 
DO! 
Thank you for your 
attention!
Advertising
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Advertising

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The presentation about advertising and PR

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Advertising

  1. 1. 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.
  2. 2. Three goals of advertising Persuade Inform Remind
  3. 3. 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
  4. 4. 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
  5. 5. Retail or Local Advertising Advertising done by local stores. This aims to encourage traffic to come into the store
  6. 6. Political Advertising Advertising that promotes politicians
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. Public Service Advertising Public Service Advertisements are primarily designed to inform and educate rather than sell a product or service
  12. 12. 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
  13. 13. Difference between PR and Advertising «Advertising is what you pay for, publicity is what you pray for»
  14. 14. Credibility / Believability
  15. 15. 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)
  16. 16. 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
  17. 17. 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
  18. 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 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
  19. 19. THINK! CREATE! DO! Thank you for your attention!

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