Advertising and Public Relations. An Analytical Approach
This paper explores the complementary roles of advertising and public relations in shaping public perception, promoting products, and fostering long-term relationships with stakeholders. Advertising, a paid communication method, delivers persuasive messages through various media channels to induc...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Editura ASE
2024-12-01
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| Series: | Revista de Management Comparat International |
| Subjects: | |
| Online Access: | https://www.rmci.ase.ro/no25vol5/05.pdf |
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| Summary: | This paper explores the complementary roles of advertising and public
relations in shaping public perception, promoting products, and fostering long-term
relationships with stakeholders. Advertising, a paid communication method, delivers
persuasive messages through various media channels to induce immediate consumer
actions, while public relations focuses on building trust and maintaining a positive
organizational image over time. Despite their overlapping objectives, advertising and
public relations remain distinct in their strategies and functions. The paper highlights
the strengths and limitations of each, from the high costs and limited selectivity in
advertising to the reliance on media outlets for public relations dissemination. When
combined, these tools offer a more cohesive and strategic approach to business
communication, enhancing engagement with diverse audiences. This integrated
strategy balances short-term action with long-term credibility, positioning |
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| ISSN: | 1582-3458 2601-0968 |