The Concepts of Advertising and Public Relations Essay

The Concepts of Advertising and Public Relations - Essay Example The targeted public is not necessarily part of any given consumer base. However, the practice of influence, encouragement, or influence still plays a fundamental role as far as public relations are concerned. In essence, public relations work towards effective and efficient management of the underlying communication between an organization and its targeted publics (Wilcox, Glen, Philip, & Warren, 2003). In light of the above definitions, advertising and public relations are essentially intertwined, but they still have their operational differences in actual practice. Advertising, which makes use of marketing communication, strives to influence consumer behaviour and perceptions towards given products and/or services (Chia & Synnott, 2012). In so doing, the result is to sell and at the same time convince the consumer to buy. While modes of advertising vary from one consumer target to another, the common denominator is that advertising is designed to influence consumer attitude. According to Chia and Synnott (2012), Clow and Baack, Means-End theory, and Leverage Points are critical models upon which advertising is practised. Before buying, consumers move through progressive steps of decision making before choosing a product or service.