Marketing Communications

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Marketing Communications
Sales Promotion And Publicity

NEw PRODUCT PUBLICITY

When used as a promotional tool, publicity can pave the way for a new product’s acceptance long before
advertising starts or salespersons start calling on prospective customers. These steps should be taken in
using product publicity:

1. Establish the publicity objectives.


2. Choose the publicity messages and vehicles.


3. Evaluate the publicity results.

ESTABLISHING THE PUBLICITY OBJECTIVES

The company must have developed marketing plan for a brand, product or other marketable entity.
The firm has identified the target market and the target response anticipated in the coming period. The
strength of publicity objectives are in these elements:

1. NEwSwORTHINESS: products should support interesting stories acceptable to news
   editors


2. STIMULUS FOR SALES FORCE AND DEALERS: publicity should be used to boost the
   morale of the sales force and dealers. For example, news stories published about a new
   product before launching will help the sales force gain retailers’ attention.


3. NEED FOR CREDIBILITY: publicity introduces an element of credibility by virtue of
   communicating the message in an editorial context.


4. SMALL BUDGET: publicity does not occur without cost but its cost is lowest for producing
   exposures in comparison with direct mail and media advertising. For example, a company
   can have publicity programme to support two major marketing objectives as follows:
   • To convince a target market about the benefits derivable from a product.
   • To improve the image and market share of the product among competing brands

These marketing objectives can be reformed into appropriate publicity objectives, such as:

•    To develop magazine stories about the product and get them placed in top magazines and

in newspapers.

•    To develop special programmes for various identified segments within the target market.

CHOOSE THE PUBLICITY MESSAGE AND VEHICLE

Interesting stories about the product are developed. Stories should be chosen to symbolize each target
segment of the market and it should support its desired market positioning.