What is Advertising?
Advertising is a paid form of communication in which a brand delivers its message to its target audience by buying space and time. Its key difference from PR is that visibility is paid for rather than earned through news value. The two are complementary, not rivals: advertising accelerates reach, while PR builds trust.
- Term
- Advertising
- English term
- Advertising
- Topic
- Advertising and media planning
- Glossary
- Brandworks PR Glossary
How is advertising put into practice?
In an integrated campaign, advertising, PR and digital communications are tied to the same message architecture. Advertising raises awareness quickly, while PR boosts the credibility of the message by providing third-party endorsement. In measurement, reach, frequency and conversion on the advertising side are read together with share of voice, sentiment and the quality of earned coverage on the PR side.