PR OUTRANKS ADS IN AAF STUDY
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New York – Jack O’Dwyer’s Newsletter, New York, reports that PR outranks advertising in terms of “strategic importance,” according to a survey for the American Advertising Federation, Washington, D. C.
The survey asked 3,000 senior managers of U.S. companies to rank the “strategic importance” of seven departments in meeting sales and marketing goals.
PR ranked third behind product development and strategic marketing while advertising ranked sixth, ahead of the legal department.
PR ranked seventh and advertising fourth when companies with ad budgets of $25 million+ were asked how they would use a large amount of extra funds that became available. Half of the respondents agreed that ad campaigns should use PR.
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