1. ADVERTISING. PUBLIC RELATIONS.
Limited control of msg. enhanced by careful
Total control of msg. content, method of
planning, in-depth preparation and
presentation and format.
professional execution.
Unlimited choice of communication medium Choice of communication media are restricted
to reach target audience. by editorial policies and media requirement.
Timing and frequency of media coverage and
Controlled and planned timing and frequency
product exposure cannot be projected or
of msg.
spoken to any large extent.
High level of credibility. Can achieve greater
Lower level of credibility and believability appeal, acceptance and standing for company
among consumers. and its products and services through 3rd
person endorsement in media.
Editorial placements in the media have a
Low approachability and remembering msg. higher reader, viewer, or listener attention
and recall.
Less expenditure. (Often outlaid as 1/10 of ad
Higher expenditure. (Purchasing time and
budgets. Column inches or air time gained is
space)
yardstick for measuring effectiveness.)
Length of commercials, page sizes and layouts, In-depth report and detailed articles offer
costs, as well as design and communication more scope for analysis, comment and
impact all limit what can be said in an ad. evaluation.
Marketing:
A management process responsible for identifying, anticipating and satisfying customer
requirements 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 and
media)
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)