Question

 

1. List the two major goals of advertising. 
2. What is the big advantage of public relations over the other aspects of promotion? Briefly explain.  What is the big disadvantage of public relations versus the other aspects of promotion? Briefly explain. 
3. Why does sex not sell well when used in advertising? 

Answer 1

*Following are the major goals of advertising :-

1. Increase awareness about brand

Every brand has a personality — a human voice shaped by the tone you strike and the platforms you're using and the subjects or topics you're talking about. If your goal is to raise brand awareness, figuring out what that personality is and how that voice sounds are two great places to start.

When it comes to creating a strategy around this goal, consider the kinds of places where your target buyers spend the most time. The chances are high that you'll want to look into a social media strategy, which gives you a platform to engage with your target audience. This could come in the form of sharing interesting articles related to your industry, posting about your company culture, or conducting polls to connect with your audience.

2. Generate high quality leads

Your sales department depends on a consistent stream of leads to nurture and turn into new customers. You're not their only source of leads, but it's safe to say your colleagues over in sales are depending on you to convert your website's highest-quality leads into new contacts to which they can reach out.

*Following are the advantages of public relations :-

1. Attracting consumer :-

In advertising, Consumers know when they're reading an advertisement that someone is trying to sell them something. Whereas ,

In public relations, When someone reads a news article written about your product or views coverage of your event on TV, they're seeing something you didn't pay for with ad dollars. The public views it differently than it would a paid advertisement because your information has third-party endorsement—its viewed by the news media to be of some value

2. Limited or unlimited contact :-

In Advertising, Some industry pros have contact with the clients. Others, like copywriters or graphic designers, may never meet with a client.

In public relations, In public relations, you are visible to the media. Also, PR pros aren't always called on for the good news. If there was an accident at your company or impending litigation, you may have to give a statement or on-camera interview to journalists, because you are the spokesperson for the company.

3. Paid specs or free coverage:-

In advertising The company pays for the ad space or airtime and knows exactly when the ad will air or be published.

In Public relations, Your job is to get free publicity for the company. From news conferences to press releases, you're focused on getting free media exposure for the company and its products or services.

Following are the disadvantages :-

1. Control :-

In advertising Because you're paying for space, you have control over what goes into that ad and how it looks or sounds.

In public relations ,You have no control over how the news media presents your information—if they decide to use your information at all. The news media is not obligated to cover your event or publish your press release just because you want them to do so.

2. Shelf Life :-

In Advertising, Because you pay for space or airtime, you can run your ads over and over for as long as your budget allows. An ad generally has a longer shelf life than a single press release.

In public relations, You submit a press release about a new product, a newsworthy event, a news conference, or a trend story only once, and the PR exposure you receive is circulated only once. A journalist won't publish the same information three or four times.