Professional Documents
Culture Documents
sing Advertising and Publicity are very effective methods to promote and create
positive awareness for you and your business. But... there is a clear difference
between Advertising and Publicity. Advertising is something you get by paying
for it. Publicity however, is something you hope you'll get. Why? Because
publicity can be generally gained at no cost to you. And... it generally has many
times the credibility of advertising. Here's what we mean:
There are some experts like Al Reis, author of the superb marketing text,
"Positioning: The Battle For Your Mind," that believe a majority of companies
shouldnt waste their money on advertising until they have established name
recognition and credibility through Public Relations and publicity. Others will tell
you that a combination of both advertising and PR are required. But one
thing's for certain: Every expert agrees, "that you cant just put up your web
site, open your store, offer your service or manufacture a product and then not
do anything to attract customers!"
So... advertising is content you pay for (radio, tv, newspaper, banner
advertising, etc). Publicity on the other hand, refers to free content about you
and your company that appears in the media. It's what others what others say
about you. Publicity can result when an article you write is published, or when
information you give to an editor convinces him/her to feature a story about you
or is based on a publicity release issued by a Public Relations firm you have
retained. Over time, these stories help create a favorable impression of your
product or services.
The average person has no real idea of how the media find their stories, but the
prevailing view seems to be that reporters go out and find all of their news.
This is simply not realistic thinking! There just arent enough reporters on the
planet to find every bit of news worth covering. So if you can present your
information convincingly, there's a good a chance that you'll gain the interest of
the media.
So how can I get publicity for my company? Well...let's deal with the Internet
here. The Internet or World Wide Web, has its own rules about commercialism,
and it usually is disastrous to those who break them. If your press releases,
postings or articles are blatant self-promotion or a sales pitch instead of truly
useful information they will be ignored and wont be used. Worse, you risk the
negative publicity of being flamed (you and your company being strongly put
Advertising vs Publicity
Some products appear on the market for only a short while and
then one will hear nothing about them anymore. Some have
been on the market for years, existing since before one is born.
For a business to be successful, it needs to promote its name
and products so that people will become aware of them. Some
companies achieved the popularity and success that they are
now enjoying through years of hard work and persistent use of
advertising and publicity to promote their products and name.
Advertising is a communications tool which is used to convince
viewers, listeners, or readers to do something about a product,
an idea, or a service. It is designed to positively influence people
to patronize a product or service.
It is usually a paid announcement or promotion to entice people
to notice and patronize a companys product through the use of
various media such as radio, television, newspapers, magazines,
through fliers, and the Internet.
When a company decides to have an advertisement placed in a
certain publication, TV, or radio show, it controls how it is
as
questionable.
It
contains
only
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subject.
needed.
Advertising and publicity are two very different communication tools, even
though both employ the mass media as a vehicle for reaching large audiences.
Traditionally, most marketers placed heavy reliance on advertising and
only occasionally used publicity.
On the other hand, public relations practitioners have primarily relied
on publicity--or, as they sometimes prefer to call it, media relations-and only rarely used advertising.
This does not mean that advertising should be seen only as a marketing tool
and that publicity should be seen only as a public relations tool. Thoughtfully
used, both tools are valuable for both functions.