PUBLICITY A Tutorial PowerPoint Presentation by Ramesh Adhikari.

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PUBLICITYPUBLICITYA Tutorial PowerPoint Presentation by A Tutorial PowerPoint Presentation by

Ramesh AdhikariRamesh Adhikari

DefinitionsDefinitions

Publicity of a product can Publicity of a product can be defined as making goods be defined as making goods “publicly” known. “publicly” known.

A type of public relations in the form of a A type of public relations in the form of a news item or story which conveys news item or story which conveys information about a product, service, or information about a product, service, or idea in the media. idea in the media.

Information that attracts attention to a Information that attracts attention to a Company, Product, Person, or event. Company, Product, Person, or event.

A third party, usually from the media, A third party, usually from the media, is often employed to generate is often employed to generate publicity.publicity.

DefinitionsDefinitions Type of Type of promotionpromotion that relies on public that relies on public

relations effect of a news story carried usually relations effect of a news story carried usually free by mass media. free by mass media.

The main objective of publicity is not sales The main objective of publicity is not sales promotion, but creation of an image through promotion, but creation of an image through editorial or 'independent source' commentary. editorial or 'independent source' commentary. While the publicist can control the content of While the publicist can control the content of the story, he or she may not have any control the story, he or she may not have any control over its placement or interpretation by the over its placement or interpretation by the media. media.

Publicity and AdvertisingPublicity and Advertising Publicity is primarily informative Publicity is primarily informative Advertising is informative and persuasive Advertising is informative and persuasive Publicity is more subdued Publicity is more subdued Publicity does not identify the sponsor Publicity does not identify the sponsor Publicity is free (??!) Publicity is free (??!) Publicity is part of a program or print story and Publicity is part of a program or print story and

appears more objective appears more objective Publicity is not subject to repetition Publicity is not subject to repetition Publicity is more credible Publicity is more credible Little control over publicity Little control over publicity

Features of Good PublicityFeatures of Good Publicity

1. Publicity is neither too cheap nor too 1. Publicity is neither too cheap nor too dear, it is only good or bad. Even when it dear, it is only good or bad. Even when it seems cheap, if it is bad it is always too seems cheap, if it is bad it is always too expensive.expensive.

2. Good publicity reaches the right people 2. Good publicity reaches the right people in the right place at the right time, and in the right place at the right time, and above all by the right means.above all by the right means.

3. Good publicity does not add words to a 3. Good publicity does not add words to a given illustration, nor does it make a given illustration, nor does it make a picture to fit a given text. Illustration and picture to fit a given text. Illustration and text spring from the same idea, they affect text spring from the same idea, they affect and explain each other.and explain each other.

4. Good publicity springs from the subject 4. Good publicity springs from the subject which it serves, attracts attention to it, and which it serves, attracts attention to it, and is harmonious with it.is harmonious with it.

5. Ideas, means and methods of good 5. Ideas, means and methods of good publicity should be clever but easily publicity should be clever but easily intelligible, because the public, while not intelligible, because the public, while not wishing to be underrated, does not like to wishing to be underrated, does not like to be forced to think too much.be forced to think too much.

Publicity should be true, specific, Publicity should be true, specific, informative, and attractive. informative, and attractive.

Basic Principles of PublicityBasic Principles of Publicity

1.1. CREATIVITY:CREATIVITY: Put creativity into your publicity! You can Put creativity into your publicity! You can

generate more enthusiasm and interest by using generate more enthusiasm and interest by using unique, fresh, and clever methods of promotion. unique, fresh, and clever methods of promotion. Developing gimmicks or logos, utilizing pictures Developing gimmicks or logos, utilizing pictures and unusual shapes are all ways in which and unusual shapes are all ways in which publicity can be made more attractive.publicity can be made more attractive.

2.VARIETY:2.VARIETY:If no one type of publicity reaches the If no one type of publicity reaches the entire audience, you must use more entire audience, you must use more than one. More than one medium can than one. More than one medium can also reinforce and intensify your also reinforce and intensify your message. Use a variety of techniques message. Use a variety of techniques that work well together and that work well together and complement each other.complement each other.

3.QUANTITY:3.QUANTITY:

An advertisement must be seen or heard An advertisement must be seen or heard several times before it has any impact. The several times before it has any impact. The more often it is seen or heard, the greater the more often it is seen or heard, the greater the retention of your message. Thus, you can retention of your message. Thus, you can magnify the impact of your publicity by magnify the impact of your publicity by increasing the frequency with which it is increasing the frequency with which it is seen or heardseen or heard

4.VISIBILITY:4.VISIBILITY: Since the frequency with which publicity is Since the frequency with which publicity is

seen or heard is crucial to its effectiveness, it seen or heard is crucial to its effectiveness, it makes sense to place your publicity in makes sense to place your publicity in locations that have high visibility. Areas with locations that have high visibility. Areas with the greatest traffic patterns usually have the the greatest traffic patterns usually have the highest visibility. Good locations include: highest visibility. Good locations include: mailbox areas, cafeteria walls, bathrooms mailbox areas, cafeteria walls, bathrooms and bathroom stalls, under or on room and bathroom stalls, under or on room doors, bulletin boards, etc.doors, bulletin boards, etc.

5.LEGIBILITY:5.LEGIBILITY:How often an advertisement is seen will have How often an advertisement is seen will have little impact if what is seen is not legible. little impact if what is seen is not legible. The greater the legibility, the greater the The greater the legibility, the greater the chances that an individual will read all of the chances that an individual will read all of the information. Greater legibility is ensured by information. Greater legibility is ensured by using lower case lettering rather than using lower case lettering rather than uppercase. Capitals may be used for uppercase. Capitals may be used for emphasis; but to be effective, emphasis must emphasis; but to be effective, emphasis must be used sparingly.be used sparingly.

6. UNDERSTANDABILITY:6. UNDERSTANDABILITY: Even if your message is readable or can be heard Even if your message is readable or can be heard

well, it must be understandable to get the message well, it must be understandable to get the message across. You can make your publicity more across. You can make your publicity more understandable and more effective by incorporating understandable and more effective by incorporating the following points:the following points:

i.i. Be concise and clear.Be concise and clear. ii.ii. Avoid excess verbiage.Avoid excess verbiage. iii.iii. Use terminology that the target Use terminology that the target

audience would understand. audience would understand.

7. ADVANCE NOTICE:7. ADVANCE NOTICE:

Publicize well enough in advance. If publicity Publicize well enough in advance. If publicity goes out too late, it does not give people goes out too late, it does not give people enough time to plan to attend an activity. For enough time to plan to attend an activity. For optimum exposure, publicity should be out at optimum exposure, publicity should be out at least one week before your activity is least one week before your activity is scheduled to take place; however, you may scheduled to take place; however, you may want to issue additional publicity pieces as want to issue additional publicity pieces as the event approachesthe event approaches

Types of PublicityTypes of Publicity

Visual –Visual – See itSee it Verbal – Verbal – Hear about itHear about it Online –Online – Using the internetUsing the internet Networking – Networking – Let other people help Let other people help

you out you out Innovation Innovation – – How creative can you How creative can you

get?get?

Inexpensive Publicity TechniquesInexpensive Publicity Techniques

POSTERSPOSTERS TABLETABLE TENTSTENTS

INVITATIONINVITATION CALENDARCALENDAR BALLOONSBALLOONS

TICKETSTICKETS BILLBOARDSBILLBOARDS BANNERSBANNERS

WORD OF MOUTHWORD OF MOUTH

Other Publicity TechniquesOther Publicity Techniques Networking sites, Mass e-mails, Bags, BookmarksNetworking sites, Mass e-mails, Bags, Bookmarks

Bumper Stickers, Computer Letters, Door HangerBumper Stickers, Computer Letters, Door Hanger

Door Prizes, Footprints, Fortune Cookies, Free Tickets Door Prizes, Footprints, Fortune Cookies, Free Tickets to events, Lawn Signs, Logos, Painted Windows, to events, Lawn Signs, Logos, Painted Windows, Audio Message, Puzzle Pieces, Sidewalk Chalk Audio Message, Puzzle Pieces, Sidewalk Chalk Writing, Sneak Previews Stickers Teasers, Bathroom Writing, Sneak Previews Stickers Teasers, Bathroom stalls, T-shirts, Visors Mirror Signs, Lollipops with stalls, T-shirts, Visors Mirror Signs, Lollipops with messages, Balloons, Post Cards etc. etc.messages, Balloons, Post Cards etc. etc.

Thank YouThank You

PUBLICITY A Tutorial PowerPoint Presentation by Ramesh Adhikari.

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