The Oprah effect.

1
The Oprah effect.
2
PR built the safety position.
Atlanta Journal-Constitution June 22, 2002.
3
Advertising reinforces it.
4
PR-oriented advertising.

1. PR first to establish the credibility of the
   brand.
2. Advertising second to reaffirm the brands
   credibility.

5
Effective advertising.
Needs totouch an ideaalready in the mind.
6
Do as we say, not as we do.

• The only industry that doesnt believe in
  advertising is the advertising industry itself.
• What the advertising industry believes in is
  public relations.

7
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.

8
Whats the right message?

• Any advertising that touches an ideaor concept
  that is already embedded in the prospects mind.
• Especially if that idea or concept contains a
  motivating reason to buy the brand.

9
Case histories.

• Budweiser.
• Coca-Cola.