The Difference Between Advertising and a Publicist

-

There's a saying people use to explain the difference between advertising and PR: "Advertising you pay for, PR you pray for." That's at the heart of the difference between the two closely related industries. 

When a client goes to an advertising agency, he's expecting the agency to put together a campaign to make people aware of his product or service. The work includes some creative effort along with a strategy for exposing it to as many people as possible - and he's willing to purchase media space to place the ads.

When a client goes to a Publicist firm, he is also looking to communicate with the public. However, as opposed to an advertising representative, a Publicist agent has to convince a journalist to feature the client - without paying the journalist. And in the cases where a journalist has already decided to feature the client, the Publicist agent's job is to ensure that the client is portrayed in as positive a light as possible.

Publicity is great when you get it, because the public is more likely to believe a newspaper article or news story than an advertisement - but the catch is that publicity offers no guarantees. For example, Barry's Bagels could gain positive publicity by sponsoring a free bagel making class next Saturday, but coverage of the event could easily be overshadowed if there's an earthquake in New Jersey the same day. Alternately, Barry could pay for a TV campaign. He would definitely get his name out, but he wouldn't necessarily have an edge over all the other bagel producers on the supermarket shelves.

Though they take different approaches to publicity and marketing, Publicist and advertising have been collaborating for at least 80 years. In fact, in 1919, N.W. Ayer and Son became the first advertising agency to open its own Publicist department.

Today most major advertising agencies have a Publicist division. By creating product awareness, Publicist's often lay the foundation for advertising. It can also draw attention to existing advertising. Many advertisers believe that it makes no sense to spend money on advertising unless a company has established credibility and name recognition with Publicist.







Today many advertisers create integrated marketing programs that combine traditional advertising, sales promotion, interactive ads, direct marketing, and other tools.






 *Garis PR

Comments

Post a Comment

Popular posts from this blog

The Difference between A-list, B-list, C-list and D-list Actors & Celebrities

-
Image
“A-list”  actors are exceptionally successful, their notoriety extends beyond the silver screen, and their name guarantees a box office hit. Some “A-list” actors include: Will Smith, Brad Pitt, Leonardo DiCaprio, Angelina Jolie, Meryl Streep, and Johnny Depp. The “A-list” actors are usually made up of male actors as with more high earning positions. “B-list”  actors are usually television actors or less successful movie stars. Some “B-list” actors include: Nicholas Cage, Katherine Heigl, David Morse, Samantha Morton, and Pierce Brosnan. “B-list” actors usually never headline a film by themselves; this means the supporting actors are usually fairly notable too. “C-list”  actor is a character actor that’s known by face and not by name. They are usually still good actors, but they receive less notoriety than an A or B-list actor. “D-list”  actors are the lowest on the celebrity hierarchy; they appear on celebrity game shows and reality television. Celebrity  refers to popular
Read more

Take a tour of Tyler Perry's massive new studio on a former Army base in Atlanta, Georgia

-
Image
Actor, producer and director Tyler Perry at his corporate "Dream Building." According to Perry's website, "Tyler Perry Studios will be a film and entertainment production facility like no other, with a world-class ability to support the artists who create new worlds." Perry — the most successful African American filmmaker in history and the ruler of an entertainment empire of hit movies, TV series and plays — maneuvers the vehicle from a parking lot near the entrance of the historic Ft. McPherson Army base onto a paved road. Suddenly, he veers off into a massive, rolling sea of lush greenery. He passes various sights on the vast, grassy landscape; a white yacht resting on a platform, surrounded on three sides by sheets of greenscreen; large ponds with frolicking geese; a trailer park; a cluster of well-kept brick buildings. No one is around. The only sound is the roar of Perry’s engine.  “For me, this is pure paradise,” Perry says, surveying the view
Read more

Etiquette: Unwritten Rules of Movie Theaters You're Probably Breaking

-
Image
View in Browser:   https://mypublicist.blogspot.com/2017/09/etiquette-unwritten-rules-of-movie.html People have been going to the movies for more than 100 years, but in a world increasingly dominated by the streaming pleasures of Netflix, Amazon, HBO, and more, a trek to the local multiplex has become both more sacred (if you're going to spend the big bucks, you want the experience to be perfect ) and less important. With all the conveniences of streaming, it's easy to forget that when you're in a theater watching a movie, you're  in a theater watching a movie . With other people. Not in your house. In. Public. Temporarily forgetting the real world is fine and all... until you realize you're sitting dead center in the middle of a movie theater surrounded by 99 people who each laid down $50 -- popcorn and soda ain't cheap! -- to take in the evening's entertainment. You can do better. You can avoid  a fistfight over the end credits. How? The Th
Read more