Running Head: HOW ADVERTISING AND PUBLIC RELATIONS ARE USED TO BOOST
COMPANIES’ BRAND? 1
How Advertising and Public Relations tools are used to Boost Companies’ Brand?
Carmen Lacy
Saint Leo University
August 17, 2014
Dr. McLeod
How Advertising and Public Relations are used to boost Companies’ Brand 2
Abstract
The paper explores two of the most crucial tools used by companies and individuals alike
to spread their message across to their target audience. Advertising and Public Relations have
helped the companies spread awareness about their products and disperse any unfavorable
rumors or events that may dent its reputation. The use of both these tools isn’t new to the
corporate world. Advertising can be traced back to the very beginnings of recorded history.
Public relations are used to promote individuals, brands, ideas, organizations and even cities.
This function places relevant and specific information in news media to direct attention to an
individual, a product or a service. However, their use has become more organized and systemic.
The paper explores the methods and tools adopted by advertisers as well as public relations
professionals, in order to further their company’s goals and help achieve the optimal solution to
all the communication needs of the company.
How Advertising and Public Relations are used to boost Companies’ Brand 3
Human race has thrived on this planet since the first form of Homo sapiens appeared on
this planet 200,000 years ago. Their evolution into modern man has been a phenomenal tale
worthy of writing stories and makes movies on. Throughout their existence, their passion and
curiosity to discover the hidden mysteries that are embedded into this planet has enabled them to
progress and invent novel things that makes their lives easier. Imagine the effort the pre-historic
man had to go through to light fire to warm himself and compare it with the automatic heaters
that modern society has blessed us with. Last century has witnessed the highest rate of
discoveries and invention of products that came into existence in order to make our lives easier.
Amid the frenzy to make our lives more comfortable and luxury more affordable, a modern man
encounters so many products on everyday basis that, at times, it becomes excessive and
downright outrageous. The choices that revolve around us have made the decision-making
process lengthy and difficult.
There are hundreds of brands and sub-brands in every consumer category that can make
one’s drive to a grocery store indecisive. I remember my first visit to a local grocery store soon
after I moved into college residence hall. All of a sudden I had to decide what detergent would
best suit me, what brand of iron I need to buy, and what brand of bacon and cereal bars would
keep me going. I had to buy a new notebook too which was probably the most involving
decision. The clutter of information that we are bombarded it makes the situation even worse.
The over–dose of information does not help you decide by narrowing down your choices but
increases them by arousing new needs. By exploring the choices available to one, one cannot
How Advertising and Public Relations are used to boost Companies’ Brand 4
reach to a satisfying conclusion in little time. Considering this situation, businesses have become
ever too engrossed with their public relations and advertising campaigns in order to make their
brand noticeable and help consumers believe that their brand provides the solution to their needs.
Advertising is any form of presentation and promotion of ideas, goods or services made
by an identified sponsor. Advertising can be traced back to the very beginnings of recorded
history. In ancient times, various events and offers were announced to the general public through
colored signs. The Phoenicians painted pictures on huge rocks, in order to promote their wares
and the Romans announced the famous gladiator fights by painting on the walls along the
passages within the cities. Town markets were a place for traders to announce the sale of
handicrafts, livestock, and other consumer goods. The modern form of advertising is worlds
apart. Advertising is an organized industry and companies have been spending over $271 billion
