Public Relations vs Advertising Kelly Costlow
“Where every effort to break through the clutter, causes more clutter.” (Persuaders, 2004)
“A planned process to influence public opinion, through sound character and proper performance.” – Seitel, 2011
Advertising “A subset of marketing where companies pay to have their message placed into media for the audience to see.” (Seitel, 2011)
Cost Creative Control Shelf Life Audience Control Understanding Differences
Creative Control: limited Shelf Life: one chance Audience Control: semi-targeted Cost: free
Creative Control: unlimited Shelf Life: unlimited Audience Control: targeted Cost: $$$$
Media Conglomerate Founded in ,000 employees
Targeting Dreamers "In today's rapidly evolving media environment, we need to go beyond traditional forms of research to ensure an effective connection with our audience – George Bodenheimer, President of ABC & ESPN
Public Relations $ 1.45 billion in 2009 Global advertisements Research Center – Marketing – Brand integration Advertising In house Restructured in 2010 – Global expansion
Created in 2002 Over 150 countries The Global Fund Invests 100% of profits to HIV and AIDS programs in Africa Has prevented more than 7.7 million deaths Provide AIDS treatment for 3.2 million
Outsourcing Costs
Cost Comparison $ 22.4 billion since 2002 $ billion in 2011
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