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Public Relations vs Advertising

Public Relations vs Advertising. Kelly Costlow. “ W here every effort to break through the clutter , causes more clutter .” (Persuaders, 2004).

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Public Relations vs Advertising

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  1. Public Relations vsAdvertising Kelly Costlow

  2. “Where every effort to break through the clutter, causes more clutter.” (Persuaders, 2004)

  3. “A planned process to influence public opinion, through sound character and proper performance.” • Seitel, 2011

  4. Advertising • “Asubset of marketing where companies pay to have their message placed into media for the audience to see.” (Seitel, 2011)

  5. Understanding Differences

  6. Creative Control: limited • Shelf Life: one chance • Audience Control: semi-targeted • Cost: free

  7. Creative Control: unlimited • Shelf Life: unlimited • Audience Control: targeted • Cost: $$$$

  8. Media Conglomerate • Founded in 1923 • 149,000 employees

  9. 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

  10. Public Relations Advertising In house Restructured in 2010 Global expansion • $ 1.45 billion in 2009 • Global advertisements • Research Center • Marketing • Brand integration

  11. 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

  12. Outsourcing Costs

  13. Cost Comparison $ 22.4 billion since 2002 $ 10.74 billion in 2011

  14. References 2012 Display Advertising Rates. (2011). Cosmopolitan Media Kit. Retrieved November 06, 2011, from http://www.cosmomediakit.com/r5/showkiosk.asp Annual Cost of a Super Bowl Ad. (2011, February 06). The Big Picture. Retrieved November 05, 2011, from http://www.ritholtz.com/2011/02/annualized-cost-of- super-bowl-ad-3-2-tn-german-gdp/ Duncan, A. (2011). 10 Differences Between Advertising and Public Relations. Advertising Strategies, Advertising Careers, and Small Business Advertising. Retrieved November 09, 2011, from http://advertising.about.com/od/careersource/a/10advpr_2.htm Fontaine, J. (2010, November 05). Walt Disney Studios Restructures PR Dept – Deadline.com. Hollywood Entertainment Breaking News - Nikki Finke on Deadline.com/hollywood. Retrieved November 03, 2011, from http: www.deadline.com/2010/11/walt-disney-studios-restructures-pr-department/ Marx, W. (2009, June 22). Public Relations: The Latest False Dichotomy: PR vs. Advertising | Fast Company. FastCompany.com - Where Ideas and People Meet | Fast Company. Retrieved November 09, 2011, from http: www.fastcompany.com/blog/wendy-marx/brand-u-wendy-marx/public-relations-latest-false-dichotomy-pr-vs-advertising Earnings Preview: The Walt Disney Company. (2011, November 08). CNBC Mobile Home. Retrieved November 09, 2011, from http://www.cnbc.com/id/45211411 Join (RED). (2011). Join (RED) Mashable Awards. Retrieved October 31, 2011, from http://www.joinred.com/red/ O'Connor, K. R. (2009, June 17). Advertising vs. PR: What pays off? - Small Business Questions and Answers. Small Business Questions and Answers on CNNMoney.com. Retrieved November 09, 2011, from http: smallbusiness.blogs.cnnmoney.cnn.com/2009/06/17/advertising-vs-pr-what-pays-off/ The Persuaders [Television series episode]. (2004, November 09). In Frontline. PBS. Seitel, F. P. (2011). The practice of public relations. Upper Saddle River, NJ: Prentice Hall/Pearson. (STARBUCKS) RED. (2011). Starbucks Coffee Company. Retrieved October 31, 2011, from http://www.starbucks.com/responsibility/community/starbucks-red Walt Disney Company's Media Networks to Develop Emerging Media and Advertising Research Lab. (2011). The Walt Disney Company and Affiliated Companies - Corporate Information. Retrieved November 09, 2011, from http://corporate.disney.go.com/corporate/moreinfo/media_advertising_research_lab.html York, E. B. (2008, November 06) Starbucks Launches 'Project Red' Campaign. Advertising Age. Retrieved on October 31, 2011, from http://adage.com/article/news/starbucks-launches-project-red-campaign/132847/

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