PUBLICITY VERSUS ADVERTISING

–         PUBLICITY VERSUS ADVERTISING
MARKETING
ADVERTISEMENT AND SALES MGMT
MARKETING

Ø     MEANING OF PUBLICITY

–           IS AN EFFORT TO MAKE AVAILABLE CERTAIN INFORMATION TO THE PUBLIC. IT IS THE SUM TOTAL OF ALL THOSE ACTIVITIES THAT ARE DIRECTED TO THE FLOW OF INFORMATION TO THE KNOWLEDGE OF PUBLIC.

–           ASSOCIATION OF TEACHERS OF MARKETING AND ADVERTISING OF AMERICA,”

–           PUBLICITY IS ANY FORM OF NON PERSONAL PRESENTATION OF GOODS,SERVICES OR IDEAS TO A GROUP SUCH PRESENTATION MAY OR MAY NOT BE SPONSORED ONLY BY ONE RESPONSIBLE FOR IT AND IT MAY OR MAY NOT BE PAID.

–           DEFINITION OF ADVERTISING

–           AMERICAN MARKETING ASSOCIATIONS:-ANY PAID FORM OF NON  PERSONAL PRESENTATION OF IDEAS,GOODS,OR SERVICES BY AN IDENTIFIED SPONSOR.

–           NEW ENCYCLOPEDIA BRITANNICA,”ADVERTISING IS A FORM OF COMMUNICATION INTENDED TO PROMOTE THE SALE OF THE PRODUCT OR SERVICE TO INFLUENCE PUBLIC OPINION,TO GAIN POLITICAL SUPPORT OR TO ADVANCE A PARTICULAR CAUSE.

–           PUBLICITY VERSUS ADVERTISING

–           PUBLICITY IS MORE COMPREHENSIVE THAN ADVERTISING. ALL ADVERTISING IS PUBLICITY BUT ALL PUBLICITY IS NOT ADVERTISING.

v  SIMILARITY BETWEEN PUBLICITY VERSUS ADVERTISING

I.            CONVEY THE MESSAGE ABOUT GOODS,SERVICES OR IDEAS

II.            PRESENT THE INFORMATION IMPERSONALLY

III.            BOTH BEING THE COMPONENTS OF MASS COMMUNICATION,USE MASS COMMUNICATION MEDIA

Ø     DIFFERENCE

–           PUBLICITY

1. MAY OR MAY NOT BE RELATED WITH THE COMMUNICATION OF COMMERCIAL INFORMATION
2. MAY OR MAY NOT BE PAID FOR THE SPONSOR FOR THE USE OF SPACE AND TIME
3. SPONSOR IS NOT KNOWN
4. DEMANDS MORE PRESTIGE,RESPECT
5. IN CASE OF THE MESSAGE IS IGNORED THE PUBLIC IS GOING TO SUFFER
6. COMPREHENSIVE AND INCLUDE ADVERTISING

–           ADVERTISING

1. RELATED WITH COMMERCIAL COMMUNICATION OF INFORMATION
2. PAID FORM
3. HIGH RATE OF DISCOUNT AS THE PUBLIC IS SUSPICIOUS ABOUT THE CLAIMS OF THE ADVERTISERS
4. DIFFERENCE
5. SPONSOR IS GOING TO SUFFER IF IT IS IGNORED BY PUBLIC
6. IT IS ONLY A FORM A PUBLICITY