Annons eller PR
hur vet kommunikatören vad som skall väljas?
Problem Faith in the power of advertising has varied largely through the ages, and since we know that advertising is paid for, it therefore has less weight than the usual news. Publicity through promotional activities is in turn difficult to control. The question which of these two ways to communicate with the market that is the most effective, is equally entitled to ask, as difficult to answer. Purpose/Aim This paper is designed as a pilot study with two different objectives that go hand in hand. The first overall aim is to investigate how advertising and PR / publicity can be measured with the same tools while designing this metric. The second aim is to test whether this metric can find any differences in the advertisements or publicity efficiency. Method The main study that the paper leads to is an experiment that examines how two different groups is affected by the promotional and advertising materials. The two groups have been allocated an identical magazine with a difference between the groups. One group magazine was prepared by a published material as a possible result of a PR activity, such as a loan product or a press release. The second group magazine was prepared with an ad. In order to assure that good reliability achieved in the survey, two preparatory studies were carried out. The entire study leans towards a theoretical framework. Main results The conclusions of the paper are that this approach can seem to find differences between PR and paid advertising. However, the difference is small and focuses on increased probability of purchase after exposure of the ad. PR-material had a weaker effect than the advertisement in this case. The essay will give a basis for further research based on the experimental design used in the study.