Download - The Oprah effect
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The Oprah effect.
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PR built the safety position.
Atlanta Journal-Constitution June 22, 2002.
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Advertising reinforces it.
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PR-oriented advertising.
1. PR first to establish the credibility of the brand.
2. Advertising second to reaffirm the brand’s credibility.
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Effective advertising.
Needs totouch an idea
already in the mind.
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Do as we say, not as we do.
• The only industry that doesn’t believe in advertising is the advertising industry itself.
• What the advertising industry believes in is public relations.
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Advertising-oriented PR.
1. Advertising first to establish the creativity of the brand.
2. PR second to take credit for the creativity of the advertising.
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What’s the right message?
• Any advertising that touches an ideaor concept that is already embedded in the prospect’s mind.
• Especially if that idea or concept contains a motivating reason to buy the brand.
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Case histories.
• Budweiser.
• Coca-Cola.