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Atestat Engleza Publicity

Atestat Engleza Publicity

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Published by Vitalie Mariceanu

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Published by: Vitalie Mariceanu on Oct 28, 2012
Copyright:Attribution Non-commercial

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12/04/2012

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Contents:
1.Introduction…………………………………………………………………………………….22.The evolution of publicity………………………………………………………………………43.The difference between publicity and advertising……………………………………………...63.1.The principle of advertising………………………………………………......74.The media department…………………………………………………………………….........84.1.Television advertising / Music in advertising……………..………………….84.2.Radio advertising / Online advertising……………………………….………94.3.Other types of advertising………………………….………………………..115.Publicity and privacy………………………………………………………………………….125.1.The Benetton Group: Unconventional advertising……………………..…....145.2.Benetton’s most controversial advertising campaigns……………………....156.Criticism of advertising……………………………………………………………………….187.Conclusion…………………………………………………………………………………….238.Bibliography…………………………………………………………………………………..24
 
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 Introduction
 Publicity is the deliberate attempt to manage the public's perception of a subject.The subjects of publicity include people (for example, politicians and performing artists), goodsand services, organizations of all kinds, and works of art or entertainment.From a marketing perspective, publicity is one component of promotion which isone component of marketing. The other elements of the promotional mix are advertising, salespromotion, direct marketing and personal selling. Examples of promotional tactics include:artexhibitions,event sponsorship,arrange a speech or talk.make an analysis or prediction,conduct apoll or survey,issue a report,take a stand on a controversial subject,arrange for atestimonial,announce an appointment,invent then present an award,stage a debate,organize a tourof your business or projects,issue a commendation.Publicity ensures the connection between products or services and people. For itsefficiency, the public campaigns need to coincide with the products and to correspond with thepeople’s needs in expressing and sustaining a competitive advantage.
 
The advantages of publicityare low cost, and credibility (particularly if the publicity is aired in between news stories like onevening TV news casts). New technologies such as weblogs, web cameras, web affiliates, andconvergence (phone-camera posting of pictures and videos to websites) are changing the cost-structure. The disadvantages are lack of control over how your releases will be used, andfrustration over the low percentage of releases that are taken up by the media.Publicity draws on several key themes including birth, love, and death. These areof particular interest because they are themes in human lives which feature heavily throughoutlife. In television serials several couples have emerged during crucial ratings and importantpublicity times, as a way to make constant headlines. Also known as a publicity stunt, thepairings may or may not be according to the fact.Publicity comprises advertising, of course; it comprises the radio, the moving picture, magazinearticles, speeches, books, mass meetings, brass bands, parades; everything involved in theexpression of an idea or of an institution-including the policy or the idea expressed.
 
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The evolution of publicity
 The public agency MC. Coanor Eriksson sustains that publicity is a truth well told,also, the National Association of Marketing offers a definition of publicity - “it is a disinterestedcommunication, a persuasive information regarding products or ideas usually paid by identifiedsponsors for the purpose of transmission by means of mass communication”Historians consider that advertising has its beginning in greek and romancivilizations. In 1472 in England appears a leaflet which announce the Londoners the appearanceof a new prayer book that can be purchased from the church.A leading role in advertising was occupied Benjamin Franklin who was the firstperson who designed the frame in multiple sizes used to capture the attention but had animportant role also in the usage of images.In June 1844 appears the first magazine advertisementin Southern Magazine.
 
The foundation, in 1926, of the radio studio, helped the advertisers toreach the national audience rates.
 
An important factor in the evolution of advertising was theappearence of television, in 1941.
 
The development of advertising and all the spent money wereextraordinary phenomena once with the transition to mass production and the advertismentsoffered the consumers comfort,style and luxury.
 
In the early '50s the existence of a vigorousconsumer society had an effect on the americans and consumer's purpose was to reach the level

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