Advertising and Public Relations
Unit 3. Covers Advertising concepts and process; Functions, types and forms of advertising; Advertising campaigns; Public relations and media management; Crisis management and the PRO.
About this unit
This unit studies two forms of persuasive communication used by businesses, governments and non-profit groups. Advertising is paid, openly sponsored communication that promotes products, services or ideas. Public relations (PR) builds and protects goodwill and a positive image through mostly unpaid channels. The unit covers how advertising works, its types and forms, how campaigns are planned, PR tools and campaigns, and how a public relations officer manages a crisis.
Key ideas
- Advertising is paid, non-personal communication by an identified sponsor.
- The AIDA model: Attention, Interest, Desire, Action.
- Types: product, service, public service, institutional, comparative and more.
- Forms such as cross-promotion, merchandise and covert advertising (product placement, surrogate ads).
- Campaign planning: research, objectives, target audience, message, media plan, budget, evaluation.
- PR tools: press releases, press conferences, events, house journals, websites and social media.
- Crisis management: speed, honesty and one consistent voice.
How to prepare
Memorise the AIDA stages and the steps of planning a campaign. Learn clear differences between advertising and PR. Practise case questions on choosing the right tool or response in a crisis.
Topics in this chapter
Advertising concepts and process
How advertising works.
5 questionsFunctions, types and forms of advertising
Cross-promotions, merchandise and covert advertising.
5 questionsAdvertising campaigns
Planning and running a campaign.
5 questionsPublic relations and media management
PR tools, steps, campaigns and building brand image.
5 questionsCrisis management and the PRO
Handling crises and the responsibilities of a public relations officer.
5 questions