Subject Name: Marketing Management

Department of Management Studies

Created By: Ms. Anu Bhardwaj

Jagannath International Management School

Vasant Kunj, New Delhi - 110070
(Affiliated to Guru Gobind Singh Indraprastha University, New Delhi)
Recognized u/s 2(f) by UGC & Accredited with ‘A’ Grade by NAAC
Participant of UNGC & UNPRME, New York
ISO 9001:2015 Quality Certified
Programme : BBA
Semester : III
Subject Code : BBA-203
Subject : Marketing Management
Topic : Publicity
Lecture No. : 28
Faculty : Ms. Anu Bhardwaj
 Publicity

Lecture 28

Anu Bhardwaj
 Topics to be Covered
• Features of Publicity
• Objectives of Publicity
• Types of Publicity
• Difference between Advertising and Publicity
 Publicity
• It is an effective non personal promotional tool which has very high
credibility, it is any non-paid mention of an organization and its
products in the mass media like newspaper, journal, radio, TV, etc.
• The task of publicizing/propagating the policy, programs, strategy,
products etc. by any business organization is called publicity.
• As per prof. William J.Stanton, “Publicity is communication about an
organization, its products, or policies through the media that is not paid
for by the organization.”
• WOM
• eWOM
 Features of Publicity

• It is non paid form of dissemination of some important information. It

does not involve any direct payment as in case of advertisement.
• It is non-personal form of communication by media.
• It does not have any sponsor as the information is passes on the
general public as a news item.
 Objectives of Publicity
• Announce New product
• Announce New policy
• Announce Technical Development
• Report the Performance
• Counter the Negative Publicity
 Types of Publicity
• News release
• Feature Articles
• Press Conference
• Publications- Newspapers, Brochure, Newsletter etc.
 Difference Between Advertising and Publicity
S. No Basis of Advertising Publicity
Difference
1 Paid or Free Company Pays for ad space i.e. Company focus on getting free media
its paid form of communication exposure for the company and its products.
It’s a non paid communication.
2 Credibility Less credible as compare to Highest credibility
publicity
3 Control Company can control it Uncontrollable

4 Creativity Involves Creativity Creativity is not important

5 Source Message originates from Message originates from Media

Company
6 Sponsor Identified Sponsor Comes from neutral and impartial source
Thank You !!