Answer: Yes. In fact, too much advertising can be a turn off.

Think about your favorite brand. How were you initially introduced to it? The majority of people can't remember, but it could very well have been through an interview you read, a review on a blog you follow, a TV segment or a mention on the morning radio show you tune in to on your drive to work. Fortunately, all of these can be attained without spending a cent on advertising. PR brings credibility, knowledge and understanding of the product, whereas advertising, if done wrong, can lead to confusion or even worse: a consumer tuning out. Advertising tells a consumer how great you are, in contrast with PR coverage, when a media outlet sings your praises.

For startups, one round of advertising can consume an entire communication budget. Many great products have failed to sell simply because there was no build-up of excitement or market education for consumers, therefore resulting in wasted ad spending. Here's what you should keep in mind when deciding whether PR efforts or conventional advertising strategies are the best choice for you:

Pyramids are Built from the Bottom Up.
Research has shown that it takes 5-7 impressions of a product or service before the consumer is compelled to buy non-essential items. A sustained and consistent presence in the media can help achieve this over a 12- to 24-month period.

Paid Space vs. 'Free' Coverage.
By now, consumers are typically wary of advertising and often ignore it. Advertising is expensive, subjective, and won't be effective unless it's extremely targeted. Editorial or 'free' coverage is considered a credible endorsement of your product or service, resulting in a trusting relationship with the consumer. This credibility is more valuable than national ad campaigns, especially for smaller companies and startups.

Choosing Between the Two.
The most successful campaigns use both, but to a certain degree. Alternative Strategies recommends building your credibility and public awareness first with a strategic PR campaign, which will then help ensure the success of future advertising.