Question: Theme Six - PR vs. Advertising - First, why is advertising dumb - what is behind this riddle? When launching a new brand, it is

Theme Six - PR vs. Advertising - First, why is "advertising dumb" - what is behind this riddle? When launching a new brand, it is best to build the brand first with PR, and then sustain it with advertising if necessary. Explain this reasoning by providing support from the readings. In essence, provide a specific overview of your promotion strategy what are the aims, and what are you going to do to communicate your value proposition? Here is a great opportunity to pull from Berger's Contagious as well.

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