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Public Relations. Professor Chip Besio Marketing 3340. Advertising Versus Publicity. Advertising Paid, sponsor-identified, nonpersonal (media) communications. Publicity Non-paid, unsponsored, nonpersonal (media) communications. Advertising Versus Publicity. Great Control Little

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Presentation Transcript
Public relations l.jpg

Public Relations

Professor Chip Besio

Marketing 3340


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Advertising Versus Publicity

  • Advertising

    Paid, sponsor-identified, nonpersonal (media) communications.

  • Publicity

    Non-paid, unsponsored, nonpersonal (media) communications.


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Advertising Versus Publicity

Great Control Little

Lower Credibility Higher

Achievable Reach Undetermined

Schedulable Frequency Low

Specific Cost Unspecified

High Flexibility Low

Specifiable Timing Tentative

Advertising Attribute Publicity


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Publicity Vehicles

  • NEWS RELEASES: Single-page news stories sent to media who might print or broadcast the content.

  • FEATURE ARTICLES: Larger manuscripts composed and edited for a particular medium.

  • CAPTIONED PHOTOS: Photographs with content identified and explained below the picture.

  • PRESS CONFERENCES: Meetings and presentations to invited reporters and editors.

  • SPECIAL EVENTS: Sponsorship of events, teams, or programs of public value.


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Objectives Affect the Promotional Mix

  • Customer Loyalty

  • Company Image

  • Brand Image

  • Store Patronage

  • Individual Sales

  • Service Contract


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Objectives Affect the Promotional Mix

  • Individual Sales

  • Customer Loyalty

  • Company Image

  • Brand Image

  • Store Patronage

  • Service Contract

  • Inquiry

  • Visitation

  • Product Trial

  • Prescription

  • Recommendation

  • Adoption


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