Transcript ADVERTISING, PUBLICITY & PROPAGANDA

ADVERTISING,
PUBLICITY &
PROPAGANDA
Advertising …
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 …
Meaning :
Paid form
Non personal communication /
information
About products or ideas
Identified sponsor
Through the media
To persuade or influence
behavior of the people
To induce them to buy
Advertising …
Nature :
 Paid for
 Commercial Transaction
 Controlled by Advertiser
Advertising …
Aim :
Sell a Product / Services to
the largest possible market
at the lowest possible cost
Advertising …
Effect :
Lingers for sometime – there
is ‘recall’
Source :
Always identifiable
Advertising …
Pros :
Complete control of the
advertiser – message, size,
time and place
Cons :
Credibility can be doubted
Publicity …
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 …
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 …
Nature :
Non commercial transaction
Aim :
To influence opinion of the
public in favour of
something
Publicity …
Effect :
 Influence human action by
awakening the desire to
possess a product.
 To create a good public
image
 To clear any doubt / opinion
Publicity …
Source:
 Initiative may be taken by
the published
 Not openly sponsored
Publicity …
Pros :
 More credibility - ‘News Item’
 News value
Cons :
 No control of the message,
size, time and place
 The message may not be
published
Note …
All Advertising
is Publicity
BUT
all Publicity
IS NOT
Advertising
Propaganda …
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 …
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 …
Nature :
Can be either commercial or
non commercial
Aim :
 Spread Ideas / Doctrines /
Messages
 No question of ‘selling’
Propaganda …
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 …
Source :
May be commercial – normally
is commercial
Propaganda …
Pros :
Complete control of
advertiser – message, size,
time and place
Cons :
Credibility can be doubted
Sales Promotion …
Definition :
All activities which
supplement advertising and
makes it more effective
Sales Promotion …
Nature :
Marketing / Selling Tool
e.g. – Display, Shows, Add On,
Exhibitions, Demonstrations,
Product Sampling, Discounts,
Incentives to Customers /
Dealers / Retailers – “Free”