Any activity designed to create a favorable image toward a business, its products or policies.

Publicity

NONPERSONAL NONPERSONAL PROMOTION PROMOTION PUBLICITYPUBLICITY

is ais a form of promotion that is NOT PAIDNOT 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

•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

•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

•Held in higher regard

•Helps increase profits

•Easier to do business

•Hiring easier

•Saves advertising money

• Inaccurate information

• May fail to reach the desired audience

• Can cause harm

• Usually not repeated

• Expensive if staff hired