PR: Advertising by Other Means

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PR: Advertising by Other Means

SUMMARY

Longtime marketing strategist Al Ries and his daughter/business partner Laura Ries (A&L), however, espouse this definition of marketing:
Marketing = PR + Advertising
(specifically, PR first, advertising second)
The Ries's make several arguments in their book The Fall of Advertising & The Rise of PR to support their claim that PR builds brands whereas advertising merely serves to defend the brand. This article provides real world pharmaceutical examples in support of the Ries's claims.
Topics covered include:

The Many Faces of PR
Marketing Disguised as PR
Advertising Has No Credibility
PR Compared to Advertising (table)
The Chantix Case Study
Reaching Somebody Who Counts
Pro PR
Advertising As "Cheerleader"
"Stealth" PR Practices
Regulation of PR

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PMN57-01
Issue: Vol. 5, No. 7: July/August 2006
Word Count: 4930
TOPICS: Direct-to-Consumer (DTC) Advertising & Marketing | Brand Marketing | Physician Marketing & Promotion

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