Role of publicity in marketing

1. Role of Publicity in
Marketing
Chapter 4.2

2. Aim
To give a detailed account of the concept of direct
marketing

3. Learning Objectives
Objectives of this chapter are:
• Explain the meaning of publicity and direct marketing
• Describe the benefits of direct marketing
• Analyse the various channels of direct marketing
• Identify the public and ethical issues in direct marketing

4. Learning Objective 1
Explain the meaning of publicity and direct marketing

5. Meaning of Publicity
Publicity is gaining public visibility or awareness for a product, service or company
through the media.

6. Types of Publicity
News Releases
Press Conferences
Sponsorship of social events

7. Importance of Publicity
Credibility
Greater Readership
Contains more information

8. Direct Marketing - Meaning
Marketing that reaches customers by communications directly addressed to the
customer.

9. Quiz/Assessment
I-Multiple choice questions
Q1. _________ is gaining public visibility.
(a) Awareness
(b) Direct marketing
(c) Publicity
(d) Direct mail
Q2. Which marketing reaches customers by communications directly addressed to the
customer.?
(a) Publicity marketing
(b) Direct marketing
(c) Trade marketing
(d) None of these

10. Quiz/Assessment (Contd.)
Q3. Publicity is one component of _________.
(a) Personal selling
(b) Place of product
(c) Price
(d) Promotion
II-Short answers type of questions
Q1. What do you mean by publicity marketing? Give an example, How it is part of a
media?
Q2. Explain the Direct marketing with an example.
Q3. Explain how publicity and direct marketing relate in a market.

11. Learning Objective 2
Describe the benefits of direct marketing

12. Benefits of direct marketing
Promotion
Measure the
effectives of
sales
Customer
feedback
Word-of-mouth
Sets realistic
goals
Identify
marketing
strategies
Testing the
demand of a
product
Building
relationships

13. Quiz/Assessment
I-Multiple choice questions
Q1. Which benefit of direct marketing is give an opportunity to directly promote the
products or services to the customers?
(a) Building relationships
(b) Word-of-mouth
(c) Customer feedback
(d) Promotion
Q2. Which benefit of direct marketing is help the marketer to plan future marketing
campaigns effectively?
(a) Building relationships
(b) Measure the effectives of sales
(c) Customer feedback
(d) Promotion

14. Quiz/Assessment (Contd.)
Q3. Which benefit of direct marketing test the demand for the product or service in the
market?
(a) Testing the demand of a product
(b) (b) Word-of-mouth
(c) Customer feedback
(d) Promotion
II-Short answers type of questions
Q1. Explain the word-of-mouth benefit of direct marketing, how it is use in a market?
Q2. Explain the benefit of direct marketing which is improve the sales on a limited
marketing budget.
Q3. Which benefit of direct marketing is helps the marketer to plan future marketing
campaigns effectively? Explain it.

15. Learning Objective 3
Analyse the various channels of direct marketing

16. Various channels of direct marketing
Channels of direct
marketing
Face-to-
face
selling
Direct
mail
Catalogue
marketin
g
Tele
marketing
Direct
response
advertising
Kiosk
marketin
g

17. Quiz/Assessment
I-Multiple choice questions
Q1. Which channel of direct marketing is involve sending an offer to buyer?
(a) Face to face selling
(b) Advertising
(c) Direct mail
(d) Telemarketing
Q2. Which channel of direct marketing is usually print in form as CD ?
(a) Catalogue marketing
(b) Advertising
(c) Direct mail
(d) Telemarketing

18. Quiz/Assessment (Contd.)
Q3. From the following which is not a channel of direct marketing?
(a) Face to face selling
(b) Direct mail
(c) Telemarketing
(d) Deception and Fraud
II-Short answers type of questions
Q1. Explain the Kiosk marketing why it is describe as a newsstands?
Q2. How direct marketing can offer and announce the product to their buyers?
Q3. Explain the face to face selling channel of direct marketing why it is depend on
sales force to locate customers.

19. Learning Objective 4
Identify the public and ethical issues in direct marketing

20. Public and ethical issues in direct marketing
The following are some of the public and ethical issues faced in direct
marketing
Irritation
Unfairness
Deception and Fraud
Invasion of privacy

21. Quiz/Assessment
I-Multiple choice questions
Q1. which ethical issue is increasing number of hard-sell direct-marketing solicitations to
be a nuisance?
(a) Unfairness
(b) Irritation
(c) Deception and fraud
(d) Invasion of privacy
Q2. From the following which ethical issue marketers take advantage of impulsive or less
sophisticated buyers?
(a) Unfairness
(b) Irritation
(c) Deception and fraud
(d) Invasion of privacy

22. Quiz/Assessment (Contd.)
Q3. In which issues, direct marketers design mailers and write copy intended to
mislead?
(a) Unfairness
(b) Irritation
(c) Deception and fraud
(d) Invasion of privacy
II-Short answers type of questions
Q1. State the irritation ethical issue, how it is direct response to TV commercials?
Q2. How direct marketers take advantage of impulsive buyers?
Q3. Explain how Invasion of privacy public issues of direct marketing?

23. Quiz/Assessment (Contd.)
III-Long answers type of questions
Q1. Difference between Publicity and direct marketing.
Q2. Describe the different types of channels of direct marketing.
Q3. Explain the ethical issues which are customers facing while direct marketing.

24. Activity can be either offline or online
Activity
• Activity
• 1. Activity Type: Online Duration: 20 minutes
• Description:
• Motivating tape company sells various sales training videos. Go to the firm’s
website (www.achievement.com) and then scroll down and select sales training
videos. Review the list of sales training videos offered. If a sales manager were
going to rely on some of these tapes for training people just moving into a sales
career, what key areas of sales training would he have to cover by some other
approach?
Offline Activity
(20 min)
Note: Refer Table of Content for the activities

25. Activity can be either offline or online
Activity
Note: Refer Table of Content for the activities
• Activity Type: Offline
Duration: 20 Minutes
• Description:
• Describe a consultative sales presentation that you
experiences recently. How would it have been
improved by proper use of AIDA framework.
Online Activity
(20 min)

26. Summary
 Publicity is gaining public visibility or awareness for a product, service or company through the
media.
 Marketing that reaches customers by communications directly addressed to the customer.
 There are some benefits of direct marketing includes promotion, building relationships, testing the
demand of a product, identify marketing strategies, measure the effectives of sales, customer
feedback, Word-of-mouth and Sets realistic goals.
 Face-to-face selling, Direct mail, Catalogue marketing, Telemarketing, Direct response advertising,
kiosk marketing are channels of direct marketing.
 Irritation, Unfairness, Deception and Fraud, and Invasion of privacy are public and ethical issues of
direct marketing.

27. e-References
• http://marketing.about.com/od/marketingglossary/g/publicitydef.h
tm
• http://kayepublicity.com/publicity-vs-marketing/
• http://blog.e-miles.com/the-7-business-benefits-of-direct-
marketing/
• http://www.yourarticlelibrary.com/marketing/marketing-
strategy/major-channels-of-direct-marketing/29964/
• http://www.managementparadise.com/forums/marketing-
management-rm-im/203503-public-ethical-issues-direct-
marketing.html

28. External Resources
• Kotler, Philip and Armstrong. (2007). Principles of Marketing. (12thed.). New
York: Pearson Education.
• Ramaswamy and Namakumari. (2005). Marketing Management. Macmillan.
• Arun Kumar and Meenakshi. (2007). Marketing Management. Vikas.
• Lamb, Hair and Danniel. M. C. (2004). Marketing. (7thed.). Thomson
• Evans and Berman. (2005). Marketing. (2nded.). Biztantra
• William M Pride and O C Ferrell. (2005). Marketing – Concepts (12th ed.).
Cengage Learning