Presentation On

-Publicity, Public relation, Corporate

advertising-

Subject
-Sales Promotion Management-
-PUBLICITY-
 PUBLICITY

 Publicity is gaining public visibility or awareness

for a product, service or your company via the
media

 The subject of publicity include people ,goods and

services organizations of all kinds ,and
entertainment.
PURPOSE OF PUBLICITY
 Favorable publicity increase the credibility and
result in building faith in the product or
company.
 Where as unfavorable publicity will result in
creating doubt in the mind of people for product
or the company.
CHARACTERISTICS OF PUBLICITY
 Non-paid Form

 Various Media

 Objectives

 Control of Producer

 Costs
OBJECTIVES OF PUBLICITY
 Building Corporate Image: People trust more
on what press reporters, columnists, or
newsreaders say via mass media independently
than what the company says.

 Economy: It is a cost saving medium. Here, a

company is not required to pay for message
preparation, buying space and time, etc
Continued......

 Assisting Middlemen and Salesmen:

Information conveyed through publicity speaks a
lot of things on behalf of sellers.

 Building Interest on Product Categories:

Due to more trusted news, people build interest
in various products and activities.

 Newsworthiness Information: Publicity

publicizes the fact in an interesting ways.
Publicity is eye-catching in nature
EFFECTS OF BAD PUBLICITY
 Loss of trust from the public
 Effect on sale

 Possibility to fall in investigation

 Financial loss
SOME CRITERIA TO DISTINGUISH PUBLICITY
AND ADVERTISEMENT

 The extent of truth is greater in publicity as compared

to advertisement

 Advertisement is always related to business while

publicity may be moral ,social and political

 Most of time in advertising social responsibility ignored

while in publicity special focus is given on social
responsibility

 Advertising is paid form ideas ,goods and services while

publicity is not paid by sponsor
OUTCOMES OF PUBLICITY

 Attention

 Recognition

 Market share

 Branding
-PUBLIC RELATIONS-
DEFINITION:
Public relations (PR) is the way organizations,
companies and individuals communicate with the
public and media.
Public relations strengthens the relationship between
the organization and its target audience, employees,
stakeholders, investors, etc
A PR specialist communicates with the target audience
directly or indirectly through media with an aim to
create and maintain a positive image and create a
strong relationship with the audience.
WHY DO WE NEED PUBLIC RELATION?

It is the key function of business or an essential

strategy to manage one’s reputation which helps to
accomplish important goals such as building trust
among public, increasing news media and social
media presence.
WHY PR IS IMPORTANT?
It helps to promote goodwill and communication
between company and consumer. Good public
relationship builds relationship with your
customer.
Types of public relations :
 Media Relations

 Government Relations

 Community Relations

 Internal Relations

 Customer Relations
FUCTIONS OF THE PR DEPARTMENT

 Press relations

 Product publicity

 Corporate communication

 Lobbying

 Building credibility
MAJOR PR TOOLS :

 Newspapers

 Press release

 TV

 Speeches

 Special events

 Public service activities

PR PROCESS

 Fact Finding/ research

 Planning

 Communication

 Research Evaluation
-CORPORATE ADVERTISING -
 CORPORATE ADVERTISING

A form of institutional advertising focusing not on

a particular product or product range but on the
organization itself; the objective of corporate
advertising may be patronage, image or issue.

The primary purpose is promoting the name,

image, personnel, or reputation of a company,
organization, or industry.
OBJECTIVES :
 To create awareness about the existence of the
company & purpose for which is had been
established.

 To give it a recognizable identity.

 Create a positive image for the firm

 Communicate the organization’s viewpoint

 Establish diversified company’s identity

 Smooth labor relations

WHO USES CORPORATE ADVERTISING AND
WHY?
 Larger corporations which tend to be more
diversified use corporate advertising to establish
a coherent reputation out of a variety of
activities, products and services.
 A good corporate advertising can clarify and
enhance a company’s reputation.
 In a closer look the companies invest in corporate
advertising campaigns for three main reasons:
•Increase Sales,
•Create a Stronger Reputation
•Recruit and Retain Employees
TYPES OF CORPORATE ADVERTISING :

 Image advertising

 Sponsorships

 Cause related marketing

 Advocacy Advertising