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The Oprah effect.

The Oprah effect. PR built the safety position. Atlanta Journal-Constitution June 22, 2002. Advertising reinforces it. PR-oriented advertising. PR first to establish the credibility of the brand. Advertising second to reaffirm the brand’s credibility. Effective advertising.

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The Oprah effect.

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  1. The Oprah effect.

  2. PR built the safety position. Atlanta Journal-Constitution June 22, 2002.

  3. Advertising reinforces it.

  4. PR-oriented advertising. • PR first to establish the credibility of the brand. • Advertising second to reaffirm the brand’s credibility.

  5. Effective advertising. Needs totouch an ideaalready in the mind.

  6. 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.

  7. Advertising-oriented PR. • Advertising first to establish the creativity of the brand. • PR second to take credit for the creativity of the advertising.

  8. 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.

  9. Case histories. • Budweiser. • Coca-Cola.

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