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PUBLICITY

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					     PUBLICITY
A Tutorial PowerPoint Presentation by
           Ramesh Adhikari
            Definitions

    Publicity of a product can
    be defined as making goods
    “publicly” known.
                  Definitions
    A type of public relations in the form of a
    news item or story which conveys
    information about a product, service, or
    idea in the media.
                Definitions
 Information
           that attracts attention to a
 Company, Product, Person, or event.

A  third party, usually from the media,
 is often employed to generate
 publicity.
                    Definitions
    Type of promotion that relies on public
    relations effect of a news story carried usually
    free by mass media.

 The     main objective of publicity is not sales
    promotion, but creation of an image through
    editorial or 'independent source' commentary.
    While the publicist can control the content of the
    story, he or she may not have any control over
    its placement or interpretation by the media.
         Publicity and Advertising
   Publicity is primarily informative
   Advertising is informative and persuasive
   Publicity is more subdued
   Publicity does not identify the sponsor
   Publicity is free (??!)
   Publicity is part of a program or print story and
    appears more objective
   Publicity is not subject to repetition
   Publicity is more credible
   Little control over publicity
      Features of Good Publicity
    1. Publicity is neither too cheap nor too
    dear, it is only good or bad. Even when it
    seems cheap, if it is bad it is always too
    expensive.
      Features of Good Publicity
    2. Good publicity reaches the right people
    in the right place at the right time, and
    above all by the right means.
       Features of Good Publicity
 3. Good publicity does not add words to a
  given illustration, nor does it make a
  picture to fit a given text. Illustration and
  text spring from the same idea, they affect
  and explain each other.
      Features of Good Publicity
    4. Good publicity springs from the subject
    which it serves, attracts attention to it, and
    is harmonious with it.
      Features of Good Publicity
    5. Ideas, means and methods of good
    publicity should be clever but easily
    intelligible, because the public, while not
    wishing to be underrated, does not like to
    be forced to think too much.
Publicity should be true, specific,
  informative, and attractive.
     Basic Principles of Publicity
1. CREATIVITY:
 Put creativity into your publicity! You can
  generate more enthusiasm and interest by using
  unique, fresh, and clever methods of
  promotion. Developing gimmicks or logos,
  utilizing pictures and unusual shapes are all
  ways in which publicity can be made more
  attractive.
   Basic Principles of Publicity
2.VARIETY:
  If no one type of publicity reaches the
  entire audience, you must use more
  than one. More than one medium can
  also reinforce and intensify your
  message. Use a variety of techniques
  that work well together and
  complement each other.
   Basic Principles of Publicity
3.QUANTITY:
  An advertisement must be seen or heard
  several times before it has any impact. The
  more often it is seen or heard, the greater the
  retention of your message. Thus, you can
  magnify the impact of your publicity by
  increasing the frequency with which it is
  seen or heard
     Basic Principles of Publicity

4.VISIBILITY:
 Since the frequency with which publicity is
  seen or heard is crucial to its effectiveness, it
  makes sense to place your publicity in
  locations that have high visibility. Areas with
  the greatest traffic patterns usually have the
  highest visibility. Good locations include:
  mailbox areas, cafeteria walls, bathrooms
  and bathroom stalls, under or on room
  doors, bulletin boards, etc.
   Basic Principles of Publicity
5.LEGIBILITY:
  How often an advertisement is seen will have
  little impact if what is seen is not
  legible. The greater the legibility, the greater
  the chances that an individual will read all of
  the information. Greater legibility is ensured
  by using lower case lettering rather than
  uppercase. Capitals may be used for
  emphasis; but to be effective, emphasis must
  be used sparingly.
    Basic Principles of Publicity
6. UNDERSTANDABILITY:
   Even if your message is readable or can be heard
   well, it must be understandable to get the message
   across. You can make your publicity more
   understandable and more effective by incorporating
   the following points:
         i. Be concise and clear.
      ii. Avoid excess verbiage.
     iii. Use terminology that the target
            audience would understand.
   Basic Principles of Publicity
7. ADVANCE NOTICE:
  Publicize well enough in advance. If publicity
  goes out too late, it does not give people
  enough time to plan to attend an activity. For
  optimum exposure, publicity should be out at
  least one week before your activity is
  scheduled to take place; however, you may
  want to issue additional publicity pieces as
  the event approaches
           Types of Publicity
 Visual –         See it
 Verbal –         Hear about it
 Online –         Using the internet
 Networking –     Let other people help
                   you out
 Innovation   –   How creative can you
                   get?
  Inexpensive Publicity Techniques
 POSTERS    TABLE      TENTS
 INVITATION  CALENDAR BALLOONS
 TICKETS     BILLBOARDS BANNERS
 WORD OF MOUTH
        Other Publicity Techniques
   Networking sites, Mass e-mails, Bags, Bookmarks
    Bumper Stickers, Computer Letters, Door Hanger
    Door Prizes, Footprints, Fortune Cookies, Free Tickets
    to events, Lawn Signs, Logos, Painted Windows,
    Audio Message, Puzzle Pieces, Sidewalk Chalk
    Writing, Sneak Previews Stickers Teasers, Bathroom
    stalls, T-shirts, Visors Mirror Signs, Lollipops with
    messages, Balloons, Post Cards etc. etc.
Thank You

				
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posted:9/10/2011
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