Promotions Mix

Advertising

Sales Promotions &

Incentives

Personal Selling

Publicity

Publicity Unpaid form of non-personal

communication, in which the agency is not identified as being the direct sponsor of the communication.

Examples…. Photo or story in the paper Radio news story

How to Get Publicity Story is ideal for a particular

section Story will be interesting to the

audience Use carefully selected gimmicks

T-giving on the Mayflower Waterslide races

Newsworthy story Human interest, timeliness

News Releases Top information

For Immediate Release Date Contact name, title, phone

May differ from last paragraph

2011

News Releases Headline

10 words or less Normal apartment-building boom may slow Sustainability committee progressing on campus ISU Runs Past Western

To the point, not “pun”ny Take A Glance At ISU Head Coach Career

2011

News Releases Opening paragraph

Summary lead

5 W’s & H Who, what, when, where, why, how Summarize the news release Following paragraphs provide detail

The hook – what will interest them?

Hook

News Releases Body

Inverted pyramid NO FLUFF

any and all self promotion which in turn makes your press release sound like an advertisement “Want to have fun and meet new people?” Join us for this fun, fabulous event…” “The biggest event ever”

Quotes…

News Releases Closing paragraph

Critical contact info

News Releases Design issues

8.5 x 11 paper 1 inch margins, double spaced 1 sided paper…electronic submissions -more- ###

Promotions Mix

Advertising

Sales Promotions &

Incentives

Personal Selling

Publicity

Advertising Paid form of communication through the media

that is paid for & controlled by sponsoring agencies.

Publicity v. Advertising Publicity

Free +/- No control Limited means

Newspaper, radio, TV

Advertising Paid + Full control Multiple entities…

Examples Banners Street poles Electronic

message boards Dasher boards In-ice or on-field

messages

Courtside messages

Scoreboards Superimposed

ads for television

Logo placement opportunities

Restroom boards

Media Considerations Preferences of target market

Students vs professors

Product Corvette vs. Domino’s pizza

Message Simple vs complex

Cost….reach, size/length, production

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