Marketing Communications

Download free eBooks at bookboon.com

Click on the ad to read more

Marketing Communications

229

Sales Promotion And Publicity

CHARACTERISTICS ENHANCING USEFULNESS OF PUBLICITY

1. HIGH CREDIBILITY: publicity is believed a lot more than other promotion tools because
   the source usually appears to be an unbiased editor, and publicity often appears like news
   stories and features.


2. MEDIA PRESTIGE CAN INFLUENCE CREDIBILITY OF MESSAGE: publicity usually
   carries the authority and prestige of the media vehicle in which it appears.


3. ABILITY TO REACH TARGET AUDIENCE OFF GUARD: publicity can reach and
   influence people who are practically inaccessible by other promotion tools.


4. DRAMATIZATION: publicity has a potential for dramatizing a company or product.

LIMITATIONS OF PUBLICITY

1. Editors have complete control over a publicity material.


2. Editor can use all, more or part of a publicity release.


3. The source of message does not have absolute control over time of exposure.

We will turn your CV into

an opportunity of a lifetime

Do you like cars? Would you like to be a part of a successful brand?

We will appreciate and reward both your enthusiasm and talent.

Send us your CV. You will be surprised where it can take you.

Send us your CV on

http://www.employerforlife.com