Digital Advertising and Public Relations, Part 3: Advertising Strategies
JUNE 24, 2016
In this series, we’ll examine the tools, techniques, and strategies of paid advertising as they apply to public relations work. Advertising Strategies. The four advertising strategies to drive attention, awareness, trust, and behavior are syndication, brand building, direct response, and retargeting. The first and most common use of advertising is to capture attention. The second use of advertising is a method called retargeting.