Publicity In Advertising

Advertising is understood as the non-personal presentation and promotion of idea, goods and services by an identified sponsor. The objective of the advertising is to inform, persuade, remind and reinforce the market offering to the target consumers. The aim of the advertising is to create primary and the selective demand for the product. But the cost of advertising is high and may be a limiting factor for the small business.

Publicity is understood as the non-personal promotion of ideas, goods and services which is not paid by the media owner. Advertising and the publicity are both means of mass communication, with the difference that advertising is paid form of market promotion, whereas publicity is non-paid form of market promotion. Publicity

Publicity is part of the public relations. Public relations a marketing promotion tool is basically about creating favorable image of the organization among the society, masses, people, publics like financial publics in the form of investors and creditors, media public, citizen action groups by contributing to various social causes like literacy, no smoking campaign, save water campaign, tree plantation drive, blood donation awareness, health and hygiene awareness to mention a few. Public relations also functions to prevent negative publicity about the organization or its products by disseminating true, honest and accurate information to the

The social media can also be effectively used to publicize the product. Consumers have more confidence in publicity compared to advertising as it done by independent third party the media owner who has no vested interested in product promotion and who is unbiased. The benefits of publicity are immense for the small business and can be effectively utilized for business promotion by hiring professional publicity specialist or publicity professional.

To summarize the marketing promotion tool consist of advertising, personal selling, sales promotion and publicity. Publicity is the least expensive tool of marketing promotion with high level of credibility, effectiveness, ability to reach large audience with product message at minimum cost, and if effectively managed can enhance business prestige, business reputation, product success and enhanced product sales and