Advertising Vs PR: A casetudy of how to advertise on Indian Internet
For a publisher CPM based banner ads are the best option while for the advertiser they are the worst option but people have no idea about ho...
https://ideasmarkit.blogspot.com/2009/05/advertising-vs-pr-casetudy-of-how-to.html
For a publisher CPM based banner ads are the best option while for the advertiser they are the worst option but people have no idea about how invaluable is PR. Here are the original comparison of figures the first row represents the result of a costly CPM based banner ad on a premium Indian portal and the second represents a free PR article on the same portal both running in the same period. While the hugely costly advertising brought only 201 visits for the same period the free PR brought 164 visits but the key aspect is that the visitors coming in from an insightful written PR article spent far greater time on the site with very low bounce rate. So my suggestion is to stay away from CPM based banner advertising and evaluate PR also as it is a valuable marketing tool too.
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PR Articles score over treditional Advertising in the following scenarios :- 1) High Value Purchase (Grater Consumer Involvement); 2) Due to the clutter of ads the treditional Advertising generates no additional sales; 3) New Product Launch; 4) High-Tech Product; 5) Endorsment of the product by related Openion Makers give a great boost to the Brand Value; 6) To create product differentiation and reduce commoditization inturn (Pls feel free to add more)
Moreover the decision-maker (consider Ourselves) today has become quite aware of the various gimmicks employed by the marketeers to push a product. (we feel that just a ad cannot sway my decission). On the other hand if one reads a PR article in a reputed print media and the article contains comments and endorsments by some prominant personalities like the company CEO, A Media Personality or even a Critic, we would definitely buy the product. (provided the need exists)
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