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11.2 marketing a small business personal publicity presentation 4


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11.2 marketing a small business personal publicity presentation 4

  1. 1. Any activity designed to create a favorable image toward a business, its products or policies. Publicity
  2. 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. 3. Characteristics of Publicity <ul><li>Publicity can be positive or negative </li></ul><ul><li>Publicity has credibility because people believe the media is objective and presents facts </li></ul><ul><li>Publicity reaches a mass audience because a large number of people follow the news, especially the national news </li></ul><ul><li>Publicity is intended to inform rather than to sell </li></ul>
  4. 4. Characteristics of Publicity <ul><li>Publicity does not have a sponsor </li></ul><ul><li>Publicity cannot be controlled by the recipient </li></ul><ul><li>Publicity does have costs when a business engages staff to write news releases for the media </li></ul>
  5. 5. Advantages of Publicity <ul><li>Held in higher regard </li></ul><ul><li>Helps increase profits </li></ul><ul><li>Easier to do business </li></ul><ul><li>Hiring easier </li></ul><ul><li>Saves advertising money </li></ul>
  6. 6. Disadvantages of Publicity <ul><li>Inaccurate information </li></ul><ul><li>May fail to reach the desired audience </li></ul><ul><li>Can cause harm </li></ul><ul><li>Usually not repeated </li></ul><ul><li>Expensive if staff hired </li></ul>