Any activity designed to create a favorable image toward a business, its products or policies....
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Transcript of Any activity designed to create a favorable image toward a business, its products or policies....
![Page 1: Any activity designed to create a favorable image toward a business, its products or policies. Publicity.](https://reader036.fdocuments.us/reader036/viewer/2022072014/56649e7c5503460f94b7d5a5/html5/thumbnails/1.jpg)
Any activity designed to create a favorable image toward a business, its products or policies.
Publicity
![Page 2: Any activity designed to create a favorable image toward a business, its products or policies. Publicity.](https://reader036.fdocuments.us/reader036/viewer/2022072014/56649e7c5503460f94b7d5a5/html5/thumbnails/2.jpg)
NONPERSONAL NONPERSONAL PROMOTION PROMOTION PUBLICITYPUBLICITY
is ais a form of promotion that is NOT PAIDNOT PAID for by the business or individual which benefits from it; information that is provided to the public by the media or other sources at no cost to the business.
Example: Word of Mouth
![Page 3: Any activity designed to create a favorable image toward a business, its products or policies. Publicity.](https://reader036.fdocuments.us/reader036/viewer/2022072014/56649e7c5503460f94b7d5a5/html5/thumbnails/3.jpg)
•Publicity can be positive or negative
•Publicity has credibility because people believe the media is objective and presents facts
•Publicity reaches a mass audience because a large number of people follow the news, especially the national news
•Publicity is intended to inform rather than to sell
![Page 4: Any activity designed to create a favorable image toward a business, its products or policies. Publicity.](https://reader036.fdocuments.us/reader036/viewer/2022072014/56649e7c5503460f94b7d5a5/html5/thumbnails/4.jpg)
•Publicity does not have a sponsor
•Publicity cannot be controlled by the recipient
•Publicity does have costs when a business engages staff to write news releases for the media
![Page 5: Any activity designed to create a favorable image toward a business, its products or policies. Publicity.](https://reader036.fdocuments.us/reader036/viewer/2022072014/56649e7c5503460f94b7d5a5/html5/thumbnails/5.jpg)
•Held in higher regard
•Helps increase profits
•Easier to do business
•Hiring easier
•Saves advertising money
![Page 6: Any activity designed to create a favorable image toward a business, its products or policies. Publicity.](https://reader036.fdocuments.us/reader036/viewer/2022072014/56649e7c5503460f94b7d5a5/html5/thumbnails/6.jpg)
• Inaccurate information
• May fail to reach the desired audience
• Can cause harm
• Usually not repeated
• Expensive if staff hired