1.    Read the abstract from the article “Advertising and Public Relations: Challenges and Implications”.

To define the challenging issues and implications of Advertising and PR, it is necessary to overview the instruments of advertising and public relations from angle of historical changes. Therefore, Table 1 outlines major instruments of advertising and public relations of the past, present and in the future.

Table 1: Instruments of advertising and public relations (past, present, future).

Table 1 shows main instruments of advertising and public relations. Analyzing the Table, one can conclude that advertising and public relations are gradually changing from mass to target media, and in future, it will change to interactive target media. This is one of the challenging issues from technological point. Companies, which will be first to acquire those technologies will have competitive advantage and can grow their audiences enormously. Analysis supports that the effects of changing technology are of great concern to the advertising and PR industries. The review of literature and papers will provide a broader scope of knowledge and understanding of advertising and PR effects on people, their behavior and the future. According to marketing theory, advertising and public relations is a part of the promotion mix, which relates to persuading audiences to buy products, concepts and ideas. Advertising defined as any paid of nonpersonal presentation and promotion of ideas, goods or services whereas public relations defined as nonpaid, nonpersonal stimulation of demand for a product, service or business unit by planning significant news about it or a favorable presentation of it in the media.

However, which is the best tool to sell products, advertising or public relation? There is no simple answer as they are part of the marketing field which requires many other factors to be taken into account. Bittlingmayer G suggests that when looking at the problems the firms faces in promoting their goods, one can understand why advertising used in some cases and not in others. It is true that it depends on how big is the company, what is the budget etc.