11.2 marketing a small business personal publicity presentation 4

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  • 1. Any activity designed to create a favorable image toward a business, its products or policies. Publicity
  • 2. PUBLICITY NONPERSONAL PROMOTION PUBLICITY is a form of promotion that is NOT PAID for by the business or individual which benefits from it; information that is provided to the public by the media or other sources at no cost to the business. Example: Word of Mouth
  • 3. Characteristics of Publicity
    • Publicity can be positive or negative
    • Publicity has credibility because people believe the media is objective and presents facts
    • Publicity reaches a mass audience because a large number of people follow the news, especially the national news
    • Publicity is intended to inform rather than to sell
  • 4. Characteristics of Publicity
    • Publicity does not have a sponsor
    • Publicity cannot be controlled by the recipient
    • Publicity does have costs when a business engages staff to write news releases for the media
  • 5. Advantages of Publicity
    • Held in higher regard
    • Helps increase profits
    • Easier to do business
    • Hiring easier
    • Saves advertising money
  • 6. Disadvantages of Publicity
    • Inaccurate information
    • May fail to reach the desired audience
    • Can cause harm
    • Usually not repeated
    • Expensive if staff hired