Why Advertising Is Becoming Ineffective Compared To Public Relations
December 28th 2007 06:18
Maketing author Al Ries and and his daughter Laura Ries, writing in their controversial book, "The Fall of Advertising and The Rise of PR," examined the reasons why advertising is becoming less effective and less efficient compared to Public relations.
According to this best-selling author, Al Ries , he observed that Advertising has gotten more expensive as there has been a dramatic increase in the volume of advertising. But it has it's advantages such as : You can reach exactly the right people at the right time with your right message. But advertising has one major problem, he emphasized. It lacks credibility. People just do not believe what they read or see or hear in an advertisement. People recognize the fact that advertising is self-serving. Consumers turn off most advertising because there is just too much of it and the messages are self-serving.
PR or Public relations, the team explained, has many disadvantages like you can't control the media, you can't control the message. But it has one major advantage. PR has credibility. Consumers tend to believe what they read in the pages of the newspapers and magazines and what they hear on radio and television from independent people.
According to this best-selling author, Al Ries , he observed that Advertising has gotten more expensive as there has been a dramatic increase in the volume of advertising. But it has it's advantages such as : You can reach exactly the right people at the right time with your right message. But advertising has one major problem, he emphasized. It lacks credibility. People just do not believe what they read or see or hear in an advertisement. People recognize the fact that advertising is self-serving. Consumers turn off most advertising because there is just too much of it and the messages are self-serving.
PR or Public relations, the team explained, has many disadvantages like you can't control the media, you can't control the message. But it has one major advantage. PR has credibility. Consumers tend to believe what they read in the pages of the newspapers and magazines and what they hear on radio and television from independent people.
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