T21 / The rise of advertising and the rise of PR: The future of advertising

Date: Tuesday, 28 June
Time: 2:45 - 4 pm
Track: Marketing & Brand

American and other global advertising seems to be working against its own long-term and even short-term best interests. From brewers sending "unintended messages to unintended audiences,” to pharmaceutical companies alienating their regulators, to politicians alienating almost everyone, advertising seems to be a crisis in the making. Is advertising useful in a world of increasingly measured and integrated choices?

As an active audience member you will learn:

• What "bad" advertisers are doing wrong
• What lessons we can learn from advertising mistakes
• What PR can do to prevent "bad" advertising from damaging the corporate reputation and brand

Presenter / Clarke L. Caywood, Ph.D. / Illinois, USA, is director of the graduate program in public relations and past chair of the department of integrated marketing communications in the Medill Graduate School at Northwestern University. He has published numerous articles and book chapters on advertising and marketing, as well as research on values in contemporary advertising and integrated marketing communication.