Class 21 Publicity Prep.pdf - 1 2 3 Publicity refers to any unpaid form of nonpersonal presentation of ideas goods or services Key Issues Publicity

Class 21 Publicity Prep.pdf - 1 2 3 Publicity refers to any...

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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. » A marketing manager must understand how the right promotion moves a customer through the buying process. » As a customer moves through the process, different types of information are needed. 4
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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. 6
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