Chapter 17 Advertising and Public Relations

In the U.S. 10 million dollars are spent on advertising by major companies each day. For large companies, their advertisements keep the consumer aware of the brand name and remind them to purchase products. Companies use many media types for advertising: newspapers, television, radio, magazine and internet. Each type has a different cost per contact and each reach a different amount of people. 

Television has been the most expensive and most effective way companies reach potential consumers. The internet is becoming a very popular way consumers get news and watch TV programs and movies. Internet advertising has 22 billion dollars in revenue each year to keep up with the consumers.  Phones now have internet access, laptops are more portable and new devices like the iPad have made it easier for the on the go consumer to stay informed.

 The Hard Rock Café uses its own internet site as advertisement. Users who go to hardrock.com can get information on any café worldwide including menu items, special events and hours of operation. HRC advertises special deals and for consumers that can only be found online. This is a profit strategy that a company uses because if a consumer buys a product online, the company pays less overhead and earns more than if that consumer purchased from a retail store. 

You can find other less mainstream types of ads in each city that has a HRC. HRC have become a 3D tangible figure. They have built themselves into the landscape of each city they are in. Since HRC are only built in high traffic areas, usually near arenas and hotels, many people will pass the giant trademark guitar in front of most HRC. A consumer may not realize they are being advertised to each time they pass the HRC on their way to work but if that person goes to that HRC for drinks before a baseball game, that 3D advertisement worked. 

Hard Rock Cafe at New York's Yankee Sadium