Publicity, Uses, and Measuring Effectiveness of Publicity in Marketing
Publicity and public relations have a lot in common. In fact, publicity is one of the tools of public relations.
Let us recall that publicity is the non-personal stimulation of demand for a product, service, or business unit by placing commercially significant news about it in a published medium or obtaining a favorable presentation of it on radio, television, or stage that is not paid for by the sponsor.
The crucial aspect of publicity is that it should emanate from a neutral and impartial source such as editorial material and is not paid for by the sponsor. To achieve the aim of credibility it should not raise any doubts regarding interested sponsorship.
Uses of Publicity
Publicity, which is essentially aimed at building position image, goodwill, or favorable visibility, has acquired a sound footing to assist a company in its marketing efforts.
Specifically, it has a vital role in disseminating information regarding new products; warranty terms; product replacement policies and customer service arrangements; new R & D findings; successful bids or contracts won; contributions made to the promotion of sports, culture, and technology; employees welfare, policies; dealer training and promotion activities; membership of top and senior employees in governmental and international bodies; community development programs; promotion of company trademark and slogans; and issues of public interest and welfare from time to time.
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Measuring Effectiveness of Publicity
Rating received on corporate image studies carried out by independent bodies, awareness of the company’s efforts, and the change in attitudes of the public towards the company are the major methods through which the effectiveness of publicity can be measured.
Both periodic surveys as well as before and after-event surveys can be conducted to gauge the level of exposure, awareness, and the type of opinions and attitudes held by the public.
Publicity when used in an integrated way with other elements of the promotion mix adds punch and provides considerable mileage to a firm’s promotion efforts.
In conclusion, advertising is an impersonal mass selling and communication method. It makes use of various types of media to reach the target public in a short time.
Being persuasive in nature, advertising broadly aims at gaining exposure, creating awareness, changing attitudes of target customers in favor of the sponsor’s products and services, and is also an effective/defensive tool in managing competition.
Measurement of effective advertising requires that the process be initiated by the setting of measurable and realistic goals. Identification and knowledge of the economic, demographic, cultural, and psychological characteristics of the target customers should trigger the process of advertising planning.
This should be followed by the selection of appropriate appeals, proper illustrations, and unique copy themes in the language, which the audience understands and should be transmitted to them through media vehicles, which have a meaningful reach and desired credibility.
The spread of good word through editorial space of neutral agencies, i.e., publicity, adds significant credibility to a firm’s efforts in building and strengthening its image.
The organization of newsworthy events and good relations with the media can help. Organized publicity and public relations activities help in correcting misinformation and providing an opportunity for the public to view a firm from its right perspective.
In modern terms, advertising prevails in all aspects of human behavior. It has been reported that some of the major marketing and communication functions performed by advertising today include informing, entertaining, persuading, etc., while publicity is seen as non- personal stimulation of demand for a product, service, or business unit by placing commercially significant news about it in a published medium.
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