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Source: safalta
Introduction to Digital Marketing2. Website Planning and Creation
What is Advertising?
What is Publicity?
Objectives of Advertising and Publicity Jobs
Differences between Advertising and Publicity Jobs
1. What is Advertising?
- It is a one-way communication, which implies that the business is sending the message but the customer is unable to respond.
- Because it is a paid activity, businesses hire advertising firms to handle the campaigns. If they have an in-house agency, they must also pay the various media outlets to run their campaign.
- It is a component of the marketing mix's fourth P, or promotion. It is an extremely effective marketing strategy, mostly because of its broad appeal.
- Since the business does not know how the consumer will respond, they must ensure that the message is compelling enough to draw clients.
- It is an impersonal process that is carried out to appeal to a large audience and lacks the personal touch of a salesman.
2. What is Publicity?
- Publicity, which is similar to advertising but focuses more on cultivating relationships with organizations that support its operations, is a type of public relations.
- Since it is an unpaid activity, the company does not compensate the third party to advertise their goods.
- It is primarily focused on the media, and the press and media are important to the campaign.
- The third party is in charge of curating the message that is being distributed, therefore the corporation has no influence over what message is communicated to the general public.
- It is a low-cost promotion strategy because there is no expense to the business; the firm and the product effectively receive free advertising.
3. Objectives of Advertising and Publicity Jobs
4. Differences between Advertising and Publicity Jobs
Advertising | Publicity |
It is a paid promotion activity, so you will be responsible for designing the campaigns and curating the message. | It is a free promotion technique, where a third party gives information about the company or the product to the audience |
It is a part of the Promotion | It is a part of Public Relations |
It is a form of impersonal communication. | It involves both personal and impersonal communication. |
The company controls the campaign and the message. | A third party is responsible for the message that is being given out. |
It is initiated by the company | It is initiated by the media or a third party |
The main purpose of advertising is to increase sales volume. | The main aim of publicity is to create goodwill and develop trust among the audience. |
The credibility of an advertising campaign is less as the company is responsible for it. | The credibility of a publicity campaign is much higher. |
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