MKGT ENTP - ARTICLE: 7 Differences Between Advertising and Public Relations

Wendy Alphine

7 DIFFERENCES (article’s)

1. paid vs free

2. controlling the message vs influencing the message

3. a 10 second spot vs perpetuity on the internet

4. biased vs unbiased perceptions

5. creative vs nose for news

6. marketing research vs media research

7. below the fold vs above the fold

7 DIFFERENCES (shortened)

1. cost

2. control

3. credibility

4. purpose

5. speed

6. perception

7. impact

1. COST

paid vs free

advertising AD - PAID

• paid communication — companies must pay for ad space or airtime

public relations PR - UNPAID / EARNED

• generally unpaid — relies on earned media coverage

if payment is mentioned = advertising

2. CONTROL OF MESSAGE

controlling the message vs influencing the message

AD - HIGH

• full control over content, timing, and placement

PR - LOW

• limited control — media decides how the message is presented

full control = advertising

3. CREDIBILITY

a 10-second spot vs perpetuity on the internet

AD - LOWER

• lower credibility because audiences know it’s promotional

PR.- HIGHER

• higher credibility since messages come from third-party sources

trust & credibility = PR

4. PURPOSE

biased vs unbiased perceptions

AD - PERSUASION

• designed to persuade and encourage immediate action (buy, click, sign up)

PR - RELATIONSHIP BUILDING

• designed to build relationships, reputation, and goodwill over time

5. SPEED OF RESULTS

creative vs nose for news

AD - FAST

• produces fast, immediate exposure

PR - SLOW

• takes longer to see results but lasts longer

6. AUDIENCE PERCEPTION

marketing research vs media research

AD - BIASED

• seen as biased and sales-driven

PR - OBJECTIVE

• seen as more objective and informative

7. LONGEVITY OF IMPACT

below the fold vs above the fold

AD - SHORT TERM

• short-term impact — ends when the budget runs out

PR - LONG TERM

• long-term impact — stories and reputation can last over time

ADVERTISING BUYS ATTENTION

PR EARNS TRUST

WHAT IS THE DIFFERENCE?

ADVERTISING

• a paid form of communication
  

• the company has full control over:

  • message

  • timing

  • placement
    

• goal: persuade consumers to buy or take action
  

• ex.

  • tv commercials

  • ig ads

  • billboards

  • sponsored posts

PUBLIC RELATIONS - PR

• an earned form of communication
  

• company does not fully control the message
  

• goal: build relationships, credibility, and trust
  

• ex.

  • news articles

  • press coverage

  • product reviews

  • interviews

GOALS OF ADVERTISING

mainly used to:

• increase brand awareness

• promote products or services

• drive immediate sales

• support marketing campaigns

works best when:

• need quick results

• product is new or unfamiliar

• brand wants to control messaging

GOALS OF PR

focuses on:

• building positive brand image

• establishing credibility

• managing public perceptions

• long-term trust

important during:

• product launches

• company announcements

• crises or controversies

• brand storytelling