Oglašavanje
09/21/2011
Oglašavanje predstavlja informaciju koju u medije plasira identifikovani naručilac koji plaća vreme i prostor za to. To je kontrolisani metod objavljivanja određenih poruka u medijima.
I dok publicitet u medijima ne može da se kontroliše, naručioci reklama kontrolišu sadržaj i vreme kada je nešto objavljeno, zato što plaćaju medijima za reklamni prostor i vreme. I publicitet i oglašavanje predstavljaju vid posredne komunikacije, ali oglašavanje pruža naručiocu mogućnost kontrole nad objavljivanjem.
Mnogi povezuju oglašavanje sa marketingom, jer i jedna i druga aktivnost nastoje da prodaju robe i usluge, ali to nije jedina svrha oglašavanja. U odnosima s javnošću oglašavanje se koristi da bi se približili onom delu javnosti koji ne spadaju u potrošače, kojima se inače bavi marketing.
Organizacije koriste oglašavanje za potrebe odnosa s javnošću onda kada nisu zadovoljne kako o njima izveštavaju mediji, da osećaju da se njihov pogled na stvari ne predstavlja objektivno, kada smatraju da njihove javnosti ne shvataju određene probleme ili se osećaju apatičnim, ili kad pokušavaju da daju svoj glas za neki određeni cilj.
Uz adekvatan budžet, organizacije koriste oglašavanje kako bi stekle kontrolu nad sadržajem, vremenom i plasiranjem PR poruka u medijima.
Primeri:
Sedamdesetih godina 20. veka, kompanija Mobil Oil (danas Exxon Mobil) počela je da koristi tzv. ’’advertoriale’’, teksttove koji su se nalazili odmah pored uvodne reči urednika u časopisima ’’da bi raspravljali o brojnim javnim pitanjima, sa ciljem da dopru do kreatora javnog mnjenja’’. Tadašnji potpredsednik odeljenja za odnose s javnošću u Mobilu rekao je da je predsednik Mobila želeo da stavovi vezani za politička i ekonomska pitanja postanu deo javne rasprave. Ova reklama nije imala za cilj bolju prodaju Mobilovih proizvoda. Časopis Minnesota Law Review ovakvu udruženu reklamu opisao je kao ’’hibridnu kreaturu stvorenu da bi se uz pomoć metoda plaćene reklame postigli PR ciljevi’’.
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