Discussion On Advertising, Public Relations, And Personal Se
63 Discussion Advertising Public Relations Personal Selling And
After completing the readings and reviewing module topics, respond to the following questions. Discuss the following: Why is it important that the advertising media and creative department work closely together? Why is public relations sometimes referred to as a marketing stepchild? What are the main differences between sales promotion and advertising? USE; Armstrong, G., & Kotler, P. (2014). Principles of Marketing. (15th ed.) Upper Saddle River, NJ, New Jersey: Pearson Education Inc.
Paper For Above instruction
Effective collaboration between the advertising media and creative departments plays a crucial role in the success of marketing campaigns. The creative department is responsible for developing compelling messages, visual elements, and overall conceptual ideas that resonate with the target audience. Meanwhile, the media department ensures that these creative messages are delivered through channels that maximize reach and engagement. When these two departments work closely, they can coordinate timing, select appropriate media outlets, and tailor messages to specific audiences, resulting in more cohesive and impactful campaigns (Armstrong & Kotler, 2014). For example, a creative team might design an eye-catching advertisement, while the media team determines whether it is best suited for social media, television, or print, depending on the target demographic. This synergy ensures efficient use of resources, consistency in messaging, and higher ROI on advertising efforts.
Public relations (PR) is sometimes referred to as a marketing "stepchild" because it often receives less emphasis or funding compared to advertising and sales promotions, despite its strategic importance. Unlike paid advertising, PR relies on unpaid, earned media such as press releases, events, and relationships with journalists and stakeholders. Organizations may undervalue PR due to its less immediate and measurable outcomes, or because it lacks the flashy appeal of traditional advertising campaigns. However, PR plays a vital role in shaping perceptions, building reputation, and establishing trust with the public, which are intangible yet critical assets for long-term success (Armstrong & Kotler, 2014). The perception of PR as a secondary activity may also stem from organizational hierarchies where marketing departments prioritize direct sales and advertising budgets over PR initiatives.
Sales promotion and advertising are two distinct promotional tools with different objectives and methods. Advertising is a long-term communication effort aimed at building brand awareness and shaping consumer perceptions through paid messages across various media channels. It aims to inform, persuade, and remind potential customers about a brand or product. Conversely, sales promotion involves short-term incentives designed to stimulate immediate purchase or trial of a product or service. Examples include discounts, coupons, contests, and free samples. While advertising focuses on creating brand equity and fostering customer relationships over time, sales promotion seeks to generate quick sales and attract new customers or encourage repeat buying (Armstrong & Kotler, 2014). Combining both tools effectively can enhance overall marketing effectiveness by balancing brand development with immediate sales objectives.
In conclusion, close coordination between media and creative teams ensures that advertising campaigns are cohesive and effective in reaching target audiences, while understanding the strategic importance of public relations can elevate a company's reputation and stakeholder trust. Distinguishing between sales promotion and advertising helps marketers allocate resources effectively to meet both short-term sales goals and long-term brand building efforts, ultimately contributing to sustainable business growth.
References
- Armstrong, G., & Kotler, P. (2014). Principles of Marketing (15th ed.). Pearson Education Inc.