ADVERTISING,ADVERTISING,PUBLICITY &PUBLICITY &

PROPAGANDAPROPAGANDA

Advertising …Advertising …Defination :Defination : Any paid form of non personal communication of information about products or ideas by an identified sponsor through the media in an effort to persuade or influence behavior of the people in such a manner as to induce them to buy

Advertising …Advertising …Meaning :Meaning : Paid form Non personal communication /

informationAbout products or ideas Identified sponsorThrough the mediaTo persuade or influence

behavior of the peopleTo induce them to buy

Advertising …Advertising …

Nature : Nature : Paid for Commercial Transaction Controlled by Advertiser

Advertising …Advertising …

Aim : Aim :

Sell a Product / Services to the largest possible market at the lowest possible cost

Advertising …Advertising …

Effect : Effect :

Lingers for sometime – there is ‘recall’

Source :Source :

Always identifiable

Advertising …Advertising …Pros : Pros :

Complete control of the advertiser – message, size, time and place

Cons : Cons :

Credibility can be doubted

Publicity …Publicity …Defination : Defination : Giving information about a Company or its products by Personal / Non Personal means, & is not directly or indirectly paid by the Organization, and the source is NOT identified

Publicity …Publicity …Meaning : Meaning : Give information About a Company or its

products By Personal / Non Personal

means Not directly or indirectly paid

for Source is NOT identified

Publicity …Publicity …

Nature :Nature :

Non commercial transaction

Aim : Aim :

To influence opinion of the public in favour of something

Publicity …Publicity …Effect :Effect : Influence human action by

awakening the desire to possess a product.

To create a good public image

To clear any doubt / opinion

Publicity …Publicity …

Source:Source: Initiative may be taken by

the published Not openly sponsored

Publicity …Publicity …Pros : Pros : More credibility - ‘News Item’ News value

Cons :Cons : No control of the message,

size, time and place The message may not be

published

Note …Note …All Advertising

is Publicity

BUT

all Publicity

IS NOT

Advertising

Propaganda …Propaganda …Definition : Definition : Spreading of Ideas / Doctrines / Messages. The public is expected to accept ‘readymade’ conclusions. It is only one sided communication. It favors the cause – Political parties / leaders and their election campaigns

Propaganda …Propaganda …Meaning : Meaning : Spreading Ideas / Doctrines /

Messages The public is expected to accept

‘readymade’ conclusions One sided communication

favoring the cause e.g. Political parties / leaders and their election campaigns

Propaganda …Propaganda …Nature : Nature : Can be either commercial or non commercial

Aim :Aim : Spread Ideas / Doctrines / Messages No question of ‘selling’

Propaganda …Propaganda …

Effect : Effect : Temporary – ceases to influence after the cause is achieved & lose their appeal

e.g. Political parties / leaders and their election campaigns / speeches / promises

Propaganda …Propaganda …

Source : Source : May be commercial – normally is commercial

Propaganda …Propaganda …

Pros :Pros : Complete control of advertiser – message, size, time and place

Cons : Cons : Credibility can be doubted

Sales Promotion …Sales Promotion …

Definition : Definition :

All activities which supplement advertising and makes it more effective

Sales Promotion …Sales Promotion …

Nature : Nature : Marketing / Selling Tool e.g. – Display, Shows, Add On, Exhibitions, Demonstrations, Product Sampling, Discounts, Incentives to Customers / Dealers / Retailers – “Free”