ABSTRACT
In the age of increasing use of digital and social media, advertising chiefs at major corporations spend their days trying to find the most efficient and effective media to support their messages and to attract key audiences to their brands and to their products. The splintering of media has disrupted traditional advertising pathways and called the old equations into question. In the current media environment, consumers have a plethora of access points for information and news and can be highly selective in what they see and read and can change their minds readily, leaving advertisers to wonder where to spend money and what messages to send. The measurement and research tools and techniques that each discipline uses are similar, at times the same, and public relations (PR) has taken to borrowing from advertising as more pressure is put on PR practitioners for data to support campaigns and initiatives.
