Publicity

It's a nonpaid communication to promote

your company in a positive light using
media vehicles like television, radio,
magazines and newspapers or through any
other techniques.
It is done by the third party. The major tool
used in the publicity is press release. It
provides information about a product or
product related activities.

 Differences between publicity
and public relations
Publicity is short term strategy
Positive & Negative
Less control.
Public relations is over a period of
time.
Positive information.
Controlled

 Advertising versus
publicity
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 Advantage of publicity
It is credible.
It is cost effective.
Often generates high frequency of
exposure .
 Disadvantage of
publicity
It has less control.
Very few releases published by an
organization actually get taken up by
the media.
Less accuracy.
 Publicity Techniques
Three distinct categories of
techniques:
Continuous public relations activities
Pre-planned, short-term activities
Unpredictable, short-term activities
 Continuous publicity
activities
Local community involvement
Industry community involvement
Newsletters, newspapers, and
company magazines
Employee relations Media relations
Media kits and photography
Shareholder, owner, and fnancial
community relations
 Personal selling.
Personal sellingis where
businesses use people (the "sales
force") tosellthe product after
meeting face-to-face with the
customer. The sellers promote the
product through their attitude,
appearance and specialist product
knowledge.
They aim to inform and encourage
the customer to buy, or at least trial
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 Nature of P.S
Part of promotional mix.
Individual personal communication.
Flexible tool.
Focused on customers.
Alive interaction.
Long-run relationship.
Response
Persuasion.
Human element of marketing.
Creative.
Service element.
 Scope.

Across the counter selling.

Field selling.
 Objectives.

Building product awareness.

Creating interest.
Providing information.
Stimulating demand.
Reinforcing brand.
 Advantages&Disadvantages.

High customer attention.

Message can be customised.
Interactivity.
Persuasive impact.
Potential for development of
relationship.
Adaptability.
Opportunity to close the sales.
 High cost.
Labor intensive.
Can only reach to a limited number
of customers.