PRS-UA / Publicity Stunt / Unique Advertising is planned events made by individuals or businesses or organizations for the purpose of attracting public’s attention to the organization or to their message, the purpose of them.
Actually, there is some difficult in distinguishing PRS-UA and Unique Advertising, however, the same main purpose is dispersal the message and increasing the sales.
PRS-UA or Unique Advertising (PRS-UA) contain fantastical elements, surprising, “shocking” factor and adventure. PRS-UA held by professional or amateur, and often use the reputation of the advertisers, famous artists, athletes and politicians.
PRS-UA often organized style of humorous and always attracted the attention of the public, sometimes the adventure action takes place in a public place, in front of these people and it happen lively on the streets to make an impression and attract attention. The event organizers are often made by staged PRS-UA in front of a newsworthy event to attract media for communicating. The events that can occur as ground-breaking, the world record-breaking ceremonies, dedicated on books, conference or organized demonstrations. By managing the event, the organizers always try to control and monitor what the media write about the event. A successful PRS-UA is a valuable event information, provide images, video, expressing the purpose and was prepared primarily for the media.
The individual units can use PRS-UA aimed to target certain demographics by organizing events at predetermined places (eg: at a conference) or the target selection demographic large, unidentified. The following steps will become easier and more efficient if the main event – such as anti-smoking campaign – the public understand the goal and wide calling. For example, the unit which can be used PRS-UA is thetruth.com, anti-smoking campaigns, the liberal activist “Yes Men”. They frequent spokesperson on behalf of companies and organizations are facts to prove and clarify their views.
A typical example is a message for PRS-UA “Non- face” in the Lotus car company. Lotus has transmitted the message “Non- face” to the big event took place in 2008, including Wimbledon party and Elton John ‘s great slogans attached “Bollywood is very presence in the world.” They wear leather cloth covering the face and wearing a black suit with a logo of Lotus, to bring the message “Once you have a Lotus, you nobody “
The organization of a successful PRS-UA, highlighting the message is not an easy task. Assuming reasonable will be very simple and if a company organized baked pizza pie to the world’s largest enrolment on record, but the Christian Youth Association can’t sponsor for a similar event. The most important thing is the event ‘s PRS-UA brings the value of information and awareness of ideas, products or services advertised. PRS-UA well as effective communication tool if used properly, on time, location and nature of the event.
Besides, many of the media look bad and evaluation of PRS-UA. They claim that the infamous PRS-UA, is a pastime and recreation rather than a PR campaign is carefully planned and strategic approach to mainstream. Sometimes, the term can be used to attack opponents event held in a political campaign or a program of business rivals.
In Vietnam, in 2007, VinaCafé has made a beautiful record for largest cup of coffee in the world with 3613.06 litters of coffee preparation. This is a chain marketing success message Vinacafé with its position of Vietnam’s coffee in the world and send it to the coffee maker message ” Raising brand coffee range Vietnam,” contributing stimulate domestic coffee consumption, improve the competitiveness of Vietnam’s coffee on the world market. This is a form of broadcast nature of PRS-UA be held in Vietnam in the form of ” a record ” and found free coffee to people in Ho Chi Minh City.
In fact, Using PRS-UA in western country or American seem easier than using it in eastern. The reason is about the culture, the way which public approach the campaign and their attitude about it. Anyway, PRS-UA is good case study for the PR-AD developer in Eastern.
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