Marketing Communications

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Marketing Communications
Sales Promotion And Publicity

PUBLICITY

Publicity is news or information about a product, service or idea that is published on behalf of a sponsor
but is not paid for by the sponsor.

Publicity involves the activity of securing editorial space, as divorced from paid space, in all media read,
viewed or heard by a company’s customers or prospects, for the specific purpose of assisting in the meeting
of sales goals. Typically, publicity takes the form of a favourable news presentation in the manner of an
insert for a product, service or organization. The insert is made in print, on radio or television or in
some form of public address.

PUBLICITY DEFINED BY AMERICAN MARKETING ASSOCIATION: as non-personal stimulation of
demand for a product, service, or business unit by planting commercially significant news about it in a
published medium or obtaining favourable presentation of it on radio, television or stage that is not paid
for by the sponsor.

THE NATURE OF PUBLICITY

1. Publicity must have news or information value before editors of newspapers and magazines
   or programme directors of radio or television stations will let it appear in their columns
   or on their programmes.


2. The media vehicle operators control the use of publicity materials and appearance of such
   materials are at their discretions.


3. The space or time which carries the publicity material is not sold by media vehicle operator.


4. The sponsor of the publicity pays the costs of making up the publicity and its circulation.


5. The sponsor of the publicity may, or may not be readily exposed or apparent to the reader,
   viewer or listener.

TYPES OF COMMUNICATION TOOLS FOR PUBLICITY

1. NEwS RELEASE: widely used form of publicity, usually consist of less than 300 words of
   typewritten copy, a photograph or line drawing, a product fact sheet, name, address and
   phone number of the person to call for further information. It should be news worthy or
   helpful to the readers of the publication.


2. FEATURE ARTICLE: this is a story about the company, its process, products or personnel.
   The feature article should appeal to a publication’s reader. Feature articles are usually from
   500 to 3000 words in length, typewritten for a specific magazine or newspaper.


3. PRESS CONFERENCE: an invitation is sent to editors and programme directors to attend a
   meeting at which the company has a major announcement or news event to communicate –
   a package of information is prepared by the company for those editors or programme
   directors that will attend.