COM 107 Lecture Notes - Lecture 10: Deepwater Horizon Oil Spill, Ballet Flat, Cole Haan
Document Summary
Purpose of advertising: to sell: paid message, content controlled by sponsor, sponsor identified, purpose is to sell a product, service, idea, candidate, etc, different from public relations as a persuasive technique. Goal of pr and advertising is the same - to sell. However, pr is not a paid message and the content is not controlled by the company. The purpose is to not reveal who"s behind the ad. Hired advertising to show what they had done to fix things. Image needs to be repaired by pr. Guide people through a strategy - like events, contributions to communities, etc. Ask media if they"re interested in telling a story. Hopefully, media will write stories that clean up the reputation of bp. More effective, however, pr agencies just not necessarily in control. Need to be able to deal with uncertainty. Big data - what you search online is sold so specific advertising is directed towards you.
