The fall of advertising and the rise of public relations

INTRODUCTION. We see a dramatic shift from advertising-oriented marketing to public-relations-oriented marketing. You can’t launch a new brand with advertising because advertising has no credibility. You can launch new brands only with publicity or public relations (PR). PR has credibility. Advertising does not. PR provides the positive perceptions that an advertising campaign, if properly directed, can exploit. Advertising should follow PR in both timing and theme. Advertising is a continuation of public relations by other means and should be started only after a PR program has run its course.
ADVERTISING AND CAR SALESMEN. The advertising era is over. Today clients seldom trust their ad agencies to help them make all-important strategic decisions. A recent survey of eighteen hundred business executives shows that public relations is more highly regarded than advertising. The weakest link in any advertising program is its credibility. An advertising message has little believability with the average person. The rise of advertising volume coincided with a decline in advertising effectiveness. Every advertising effectiveness study shows the same result. The more advertising in a given medium, the less effective each individual advertising is.
In general, advertising is something you have trained yourself to avoid. If you read all the ads, you wouldn’t have time to do anything else.
There are exceptions. Your toilet is overflowing and you look for a plumber in the yellow pages. You’re going on a date and you check the movie times in the weekend section. You’re moving to the suburbs and you look for a new house in the classifieds.
Save for exceptions like these, perhaps 90 percent of all advertising falls into the “general” category. In other words, it is designed to motivate you to buy a certain brand. This is a difficult task indeed. The average consumer feels that he or she already knows enough about...

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