O'Reilly logo

An Idea A Day by David Thompson

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

image

MARKETING

LINK YOUR PR AND YOUR ADVERTISING

Jim Blythe

OF COURSE! ALL firms link their PR and their advertising, surely? Not to mention their other communications—sales promotions, personal selling, websites, etc., etc., etc.

However, most firms only make these links in a superficial way, perhaps using the advertising to refer to a particularly successful PR campaign, or creating a PR campaign based around a particular advertisement. Really slick companies will create an integrated campaign based on a combination of communication techniques, each one boosting the other.

The idea

When Sega introduced its Mega-CD games console, the company knew ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required