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PR and advertising - it works well together

published July 01

An American study conducted by Insight Farm for the Institute PR, Gainesville, Fla., has looked at the impact of news coverage and advertising on consumer attitudes, based on research materials provided by AT&T. 

It found that:

  • In times of 'normal coverage' (mostly positive and some negative) news and advertising work together and increased advertising has a positive impact
  • In times of extremely positive and widespread news coverage, the impact of advertising decreases
  • In times of extremely negative and widespread news coverage, advertising does not have a positive effect, and may have a negative effect.
  • Ads work better on 'light' readers of news and may have little effect on heavy readers
  • Heavy advertising during a period of bad news may make matters worse by focusing attention on the company
  • In a period of light advertising, PR can be used to bolster a company's image in the marketplace.

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'PR Influences' is a free information resource from Network Communications (Australia) Pty Ltd to show how PR can be used by organisations. It features articles, trends, insights, comments and tips relating to all disciplines with communication - corporate, consumer industrial, B2B and associations. The site's newsletter is produced approximately five times per year with the latest issue always available here. The site's other resources are added to on a continual basis.
Editor: Grant Common


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PR Influences Australian Public Relations Newsletter. Article: PR & advertising, USA research - it works well together. Information Content: Marketing, Managing PR

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