Technology Marketing Specialist

Study reveals PR scores more than advertising in building brand value

Clients want to keep track of all their money spent in this economic downturn . They want to know how it helped in building the brand value. Keeping this in mind, recently Text100 Global Public Relations [Press Release] and its research arm, Context Analytics, announced the results of their Media Prominence Study [PDF]. The study establishes that public relations may be more important than advertising to brand value, especially for companies that sell feature-rich or complicated products such as consumer electronics, financial services and automobiles.

Brief findings:

• PR is more powerful than advertising in building brand value and delivering real business value.
• PR is more cost effective than advertising.
• Consumers, especially in high involvement brands, trust more the reports out in publications than a 30-second commercial. The more complex a product is to a buyer, the more likely they are to research the product category and to look for information they can trust – from editorial content rather than advertisements.
• Advertising is more important for low involvement brands