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People know that a commercial is paid for and designed under the companies own perspective of itself. People are more likely to pay attention to what a newspaper article, or a television interview gets across to them than a commercial. The reason for this is because the information is coming from a source outside of the company, and is therefore more trustworthy...

This is not to say that advertising is not effective. A good publicity campaign should be worked in with an advertising campaign, not used in its place. Using these two elements together is the most effective way to catch the public's attention. One example of how well these two elements work together is, "Because of good public relations and advertising campaigns, most North Americans believe that the world's best coffee comes from Columbia...

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