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Mathematics with Business Applications5th EditionMcGraw-Hill Education 3,755 solutions Business Math17th EditionMary Hansen 3,644 solutions Home » Advertising » Difference between Advertising and publicity – Advantages & Disadvantages There has always been confusion between the usage of words advertising and publicity. But there are significant differences between both of these terms. The advertising is paid promotion of the services and products of your business whose purpose is to boost the sales. On the other hand, publicity is an unpaid promotional activity which is done by a third party to create a public interest story of your business. However, both techniques are used by companies as promotional tools to enhance their businesses. The purpose of each of the technique is different. In addition to this, the method adopted by both is quite different from each other. Advertising ensures the development of the brand name, whereas publicity can also put a negative impact on the sales of the products. In this article, you will learn about both advertising and publicity and the key differences between both of them.
What is advertising? Advertising is a paid marketing activity. In which creative techniques are used to grab the attention of the target audience to deliver the intended message. Advertisement is circulated through various media platforms to make it reach the target audience. Features of advertising1) Paid Activity:Advertising requires a lot of finances from creating an innovative ad to getting slots on various media platforms to circulate it. 2) One-way communication:Advertisements are one-way communication because in advertisements, companies do the talking part, and they talk about their products and their benefits. They can represent their product in any way they want. There is no way that response or feedback of people can be obtained. 3) Involves Creativity:It is important that an advertisement should be creative; otherwise, it would fail to bring the attention of the desired audience, and the whole idea of advertisement and investment on it will waste. Therefore, an advertisement should be created creatively and innovatively so that it can deliver the message efficiently. 4) Promotional Tools:Promotional tools are used intentionally to make people aware of the existence as well as its uses. It is done purposefully as a part of the promotion mix strategy. 5) Impersonal in nature:Advertising is impersonal in nature. The purpose of advertising is to reach a target audience with the help of standard media such as newspapers, television, radio, magazines, etc. Types of advertising1) Print advertising:Print advertising is referred to advertising in written form such as newspapers, magazines, journals, pamphlets, and brochures are considered as the main print advertising medium. 2) Digital advertising:Digital advertising is a modern platform for advertising. Digital advertising has become popular in past few decades and most people now a day prefers to advertise of various digital platforms like Facebook, Instagram, Twitter, Email platforms like Gmail and Yahoo, Google, etc. Digital advertising is the best way to reach a huge audience, irrespective of their geographical location. 3) Product or Brand integration:It is a new method of advertising products. Products are promoted on a television show, or YouTube videos by either the people being used in the show or they praise the product and tell about its features, benefits, etc. 4) Outdoor advertising:In this type of advertising, products are promoted on roadside flags, banners, wraps, and hoardings, etc. 5) Broadcast advertising:Broadcast advertising is usually done on television or radio platform. A video or audio commercials are broadcasted on television and radio repetitively. Objectives of advertisingThe one and only focus of companies are to grab the attention of their target audience through the advertising. In addition to this, followings are the objectives of advertising.
Advantage of advertising
Disadvantages of advertising
Example advertisingLet us take the example of complaining about a health drink for children. In this advertisement, it has been shown that due to fast food and other fancy good. Children do not get full nutrition, which is required for their body daily. Consequently, they perform badly at studies, sports, etc. in the advertisement they show that if children drink one glass of milk by mixing complain health drink in it will help them to grow and stay active. In this advertisement, they target both children and their mothers by talking about the taste, different flavors, and nutritional benefits of the drink. What is publicity?Publicity is an unpaid promotion with the help of thirds parties such as media which shows the complete information about the product or brand by creating news or buzz. Features of advertising1) Non-paid activity:Publicity is free of cost promotional activity, where the company pays nothing or a very little amount of money to spread information about the product using the third party such as media. 2) Belongs to Public Relations:Publicity is sub-part of public relations as it involves efforts for maintaining and establishing strong business relationships. 3) Controlled by the third party:The information spread about the product is not in the hand of the company. It is controlled by the third party such as media such as the media house or publishers. 4) Media Oriented:The news in independently created by news media and publishing house. 5) Involves low cost:There is a very low cost involved in making arrangements for publicity events. Types of Publicity1) Press Conferences:This is one of the oldest methods of publicity where a person from the company talks about the product of the company in the media, which later is published on the various media platforms. 2) Visits:Sometimes media or press itself visits business outlets to get information about new and innovative products to make their audience aware of it. 3) Press Releases:A short story is created by public relation professional to publish it on the media platforms. 4) Informal discussions:This method involves oral publicity or word of mouth to promote the product of a company. A third party uses the product and shares their personal experience with the product, whether it is a positive or a negative experience. This method is very popular these days. Many companies reach Instagram or YouTube influencers to talk about their products on their social media handles. 5) Presentations:The new product or the company is introduced to the public by presentation, lecture, demonstration, speech about the features of the product. Objectives of PublicityPublicity provides long-term benefits to the company. Followings are the different objectives of publicity.
Advantages of Publicity
Disadvantages of Publicity
ConclusionIn a nutshell, we can say that advertising is beneficial when we are commercially launching something. However, publicity is not done for commercialization of anything. Advertising is less trusted by people as it only mentions the positive points of the product and because of the impartial nature of publicity general people trust it more as they come to know about both negative as well as positive features of the product. In the end, we can say that both advertising and publicity play an important role in the prosperity of a company. What is the difference between publicity and advertising?Advertising is to advertise a product or service of a company, for commercial purposes. Publicity is to publicize a product, service or company to provide information. Advertising is what a company says about its own product, but Publicity is what others says about a product.
What are some advantages of publicity?Publicity enhances your identity, builds your credibility and boosts your effective competitiveness: The more media appearances you or your business make, the more your business will be associated with success setting you apart from the rest of the market.
What is one of the major advantages of publicity?One of the biggest advantages of publicity is that it is usually free. A marketing staff and promotional activities can cost a company a significant amount of money. However, publicity -- ranging from unsolicited newspaper reviews to social media word-of-mouth -- typically costs nothing.
Which of the following is an advantage of advertising?The major advantages of advertising are: (1) introduces a new product in the market, (2) expansion of the market, (3) increased sales, (4) fights competition, (5) enhances good-will, (6) educates the consumers, (7) elimination of middlemen, (8) better quality products, (9) supports the salesmanship, (10) more ...
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