More thoughts on Marketing/PR/Advertising

Posted: September 3, 2008 in Food for thought
Tags: , ,

Kristy has a great way of explaining the big picture differences between marketing & PR. Excellent response!

Marketing/PR

In many organizations, PR reports to marketing and has a smaller budget than marketing. There are many reasons for that, but an important one is that marketing reports ROI (return on investment) in $$$ figures (sales), whereas PR is much harder to evaluate and translate into $$$. We’ll learn a lot about measurement and evaluation in this course, and now you can see the political implications of being able to quantify & demonstrate the results of PR.

Advertising/PR

An important point to think about is credibility. Here’s a scenario:

Clemson PR prof pays for ad in The Tiger. Ad reads:

“Dr. X is the bestest, greatest, smartest, most wonderful professor on campus!!!!”

Compare that to an article in The Tiger about Dr. X. It might not contain as many superlatives, but it does provide in depth, positive coverage of this professor, and testimonials from students and colleagues.

Which one would you believe more? Why?

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Comments
  1. I would believe an article in which someone thoroughly evaluated the professor and critiqued them. Even if the article exposed a few negative aspects about the professor, I think it would be more beneficial to read the truth. Anyone can pay for a part of media, in this case the newspaper, to say whatever message they would like for the audience to believe. However, “greatest, most wonderful” are opinionated words. Therefore, facts and a more “in depth” review from people who have crossed paths with this professor would be much more helpful and believable.

  2. salliemckenzie says:

    I would believe an article written in the Tiger more than I would an advertisement. The point of an advertisement is to get people to notice it and hopefully respond to what the ad is promoting by visiting a place, purchasing a product, or signing up for a certain professor’s class. No one is going to put out a negative ad for themselves or for their organization. Therefore, the advertisement will have a positive bias, whether it is true or not. Articles in journalism are supposed to be written from an objective point of view. If the article still contains positive coverage with beneficial student and colleague testimonials as well, the credibility and opinion of the instructor increases. The article is then much more significant than the one-sided advertisement.