Advertising and Public Relations - Essay Example

Public relation is an art, technique or profession carried out by an individual with the motive of Brand promotion, whether of a product, a service or an industry. The main aim of public relations is image building, through the process of interaction with individuals, groups or agencies. In today's work environment, a public relations officer can be seen operating in a dynamic or staid business setting, government units as well in nonprofit organizations. The study of mass communication theory helps an individual to cope up with the communication-based activities that have to be undertaken for these organizations.

The objective of studying Mass Communication: Thus, the primary objective of studying is to teach individuals about the role of human behavior in a particular segment, the type of media that has to be used to promote the product in that segment and the clarity of promoting the information so that it is conceived by the society in the right perspective. (College of Communication Bulletin 2007-2008, 2007). Advertising is a one-way communication, whose main purpose is to inform prospective customers about the qualitative benefits of products and services and how it could benefit the ultimate consumers, by understanding and responding to the needs of consumers.

Communication plays an important role in the advertising industry and mass communication theory teaches how individuals have to use their communication skills to convince customers to buy their products. Like the saying different strokes for different folks, advertising professionals have to design their advertising model according to the market segment they are targeting. The various theories can be put in to practice for developing advertising campaigns as well as in research studies. The aspect of social marketing theory: One of the mass communication theories that has been having chosen is social marketing theory, which can be used in advertising and public relations.

Social marketing is the systematic use of marketing techniques, along with other concepts, designed to achieve specific behavioral goals for social good. The primary aim of social marketing is to achieve social good, unlike commercial marketing which aims at a profit. (Harvey, 1999). The relevance of social marketing could best be explained with the help of an illustration. A nonprofit organization called DanceSafe implemented social marketing theory to spread its message about the harmful effects caused by the usage of drugs.

The organization was established for the purpose of reducing the inherent risks associated with recreational drug use in the rave and nightclub communities. The organization believed that if drug users have relevant information about the substances they are consuming and its effects, then they would voluntarily take up necessary precautions to avoid the usage. Volunteers at this organization have helped create awareness by setting up tables at events, raves, clubs, etc where they provide information about drug usage and its harmful effects.

(DanceSafe, 2007). Validity and usefulness of the theory: The theory emphasizes the identification of a social problem, collecting information regarding whose affected by this problem and how they can communicate to that particular group so that the message is taken with the right perspective and thereby achieving the social aim. The above-mentioned illustration serves to illuminate the teachings of the theory. Social marketing advertising may persuade people to change their behavior or, as illustrated in the above case, to stop the usage of drugs, who would otherwise, be reluctant to relinquish their addiction.

Conclusion: Convincing power is an important player in this area because social advertising involves changing the long term behavior of the target population. (Harvey, 1999). Social marketing theory helps Advertising and PR professionals to attain their goal of creating wellness in society and promoting a new world order of health and happiness for all by dissuading the use of substance abuse and related habits.