Tip Sheet: Impact On Initial Branding Attempts: The Advertising vs. PR Model

Ever wonder what the differences are when advertising and public relations are competing against each other? Oral tradition has it that media placement through public relations is anywhere from slightly to greatly more effective compared to advertising. In a report recently reported and published on the Institute for Public Relations Web site, we conducted an experiment among actual consumers who are regular newspaper readers, randomly selected from six large shopping centers across the United States. The study tested for differences in communications impact between editorial placement and an advertisement on a created product. Our findings concluded that in the restricted domain of new consumer product introduction, there was little difference on most key measures (awareness, relevance of the product and purchase intent) between those exposed to the editorial and those exposed to the advertisement.

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