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Publicity refers to any unpaid form of nonpersonal presentation of ideas, goods,
or services.
Key Issues
Publicity works best when it is integrated into the entire marketing mix.
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A marketing manager must understand how the right promotion moves a
customer through the buying process.
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As a customer moves through the process, different types of information
are needed.
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Media refers to the means used for mass communication.
Key Issues
P
aid media: messages generated by a brand (or company or nonprofit organization)
and communicated through a message channel the brand pays to access.
Publicity:
uses unpaid media. There are two general types of unpaid media which
will be the focus of this chapter.
Owned
media: promotional messages generated by a brand (or company or nonprofit
organization) communicated through a message channel the brand directly controls.
E
arned media: promotional messages not directly generated by the company or
brand, but rather by third parties such as journalists or customers.
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