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Publicity
Publicity must not be confused with public relations: publicity usual- ly represents a reward for effective PR. Publicity can be defined as news carried in the mass media about an organization – its products, policies, personnel, or actions – at no charge to the organization for media time and space. Of course, the marketer must bear the costs of preparing such items as news releases and inducing media editors to print or broadcast them. In other words, publicity is not “free advertising”. Publicity offers several advantages as a promotion tool. First, it may reach people who ordinarily do not pay attention to advertising, sales promotion, and salespeople. Second, it has greater credibility than ad- vertising. Third, it is relatively inexpensive and provides coverage that would cost many advertising dollars. On the other hand, marketers have to recognize publicity’s limita- tions. The marketer has very little control over what media editors do with the publicity materials that marketers prepare. Media people rou- tinely disregard materials that they do not consider newsworthy – sub- ject matter that is untimely, uninteresting, and inaccurate. Even if the materials are judged newsworthy, the marketer has no control over how
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media people edit the content, schedule its appearance in the media, and so on. Publicity tools. Marketers try to influence the media by providing pub- licity materials for submission, but media personnel reject a consider- able amount of this publicity material. Great care is needed in preparing publicity materials to help ensure that they will be used by the media. A news release, usually one typewritten page, contains information that the organization wants disseminated, along with the name, address, and phone number of the person whom media personnel should con- tact. Feature articles are longer and are prepared for specific publica- tions. Media representatives are invited to the press conferences to hear about an upcoming major event that marketer hopes will be considered newsworthy. Letters to the editor are sent to newspapers and magazines in response to articles that appeared in those media. Radio and TV sta- tions are given tapes and films for broadcasting.
Date: 2015-12-13; view: 468; Нарушение авторских прав |