Publicity

Components of Promotion
Advertising
Personal Selling
Publicity
Sales Promotion
Public Relation
Publicity :
Publicity is not a paid form of mass communication
that involves getting favourable response of buyers by
placing commercially significant news in mass media.
It involves obtaining favourable presentation upon
radio, newspapers, television, or stage that is not paid
for by the sponsor.
Publicity is also a way of mass communication. It is
not a paid form of mass communication that involves
getting favourable response of buyers by placing
commercially significant news in mass media.
Publicity is not paid for by the organisation. Publicity
comes from reporters, columnists, and journalists. It
can be considered as a part of public relations.
Publicity involves giving public speeches, giving
interviews, conducting seminars, offering charitable
donations, inaugurating mega events by film actors,
cricketers, politicians, or popular personalities,
arranging stage show, etc., that attract mass media to
publish the news about them.
Acc to William J. Stanton:
“Publicity is any promotional communication
regarding an organisation and/or its products where
the message is not paid for by the organisation
benefiting from it.”
Publicity is any promotional communication about an
organization or its products that is presented by the
media but it is not paid for by the organization.
Characteristics of Publicity:
Non-paid Communication
Various Media
High Credibility
Low control
Information
Importance of Publicity:
Announce new product
Announce policies
Announce technological development
Counter negative publicity
Makes people aware
Key Differences Between Advertising and Publicity
The following are the differences between advertising and publicity:
Advertising is to advertise a product or service of a company, for
commercial purposes. Publicity is to publicize a product, service
or company to provide information.
Advertising is what a company says about its own product, but
Publicity is what others says about a product.
There is a huge investment to be made for advertising a single
product however publicity does not require such kind of
investment.
The key persons behind advertising are the company and its
representatives. Conversely, Publicity is done by a third party
which is not related to any company.
Key Differences Between Advertising and
Publicity
Advertising is under the control of the company which is just opposite
in the case of publicity.
Advertising repeatedly occurs to grab the attention of the customers
while Publicity is done only one-time act.
Advertising is always customer focused, i.e. the more creative the
advertise, the more are the customers attracted to it while publicity is
not done keeping such things in mind.
As advertising is done to promote a brand or a product so the credibility
and reliability are relatively less in comparison to publicity, where the
opinion comes from an independent source.
Advertising always speaks the goodness about a product, to persuade
the target audience to buy it. In contrast to publicity, it is unbiased, and
so it will speak the reality, no matter whether it is goodness or illness.