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Effective Strategies for Publicity and Promotions in Advertising

This article explores effective strategies for utilizing publicity and promotional techniques in advertising. It discusses the nuances of unpaid publicity, including how to craft interesting news stories that resonate with target audiences. The piece outlines key components of news releases, such as the importance of the inverted pyramid structure and critical contact information. Additionally, it compares publicity to paid advertising, emphasizing the control dynamics and media considerations. This resource is essential for marketing professionals looking to enhance their promotional impact.

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Effective Strategies for Publicity and Promotions in Advertising

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  1. Promotions Mix Sales Promotions & Incentives Advertising Personal Selling Publicity

  2. Publicity • Unpaid form of non-personal communication, in which the agency is not identified as being the direct sponsor of the communication. • Examples…. • Photo or story in the paper • Radio news story

  3. How to Get Publicity • Story is ideal for a particular section • Story will be interesting to the audience • Use carefully selected gimmicks • T-giving on the Mayflower • Waterslide races • Newsworthy story • Human interest, timeliness

  4. News Releases • Top information • For Immediate Release • Date • Contact name, title, phone • May differ from last paragraph

  5. 2011

  6. News Releases • Headline • 10 words or less • Normal apartment-building boom may slow • Sustainability committee progressing on campus • ISU Runs Past Western • To the point, not “pun”ny • Take A Glance At ISU Head Coach Career

  7. 2011

  8. News Releases • Opening paragraph • Summary lead • 5 W’s & H • Who, what, when, where, why, how • Summarize the news release • Following paragraphs provide detail • The hook – what will interest them?

  9. Hook

  10. News Releases • Body • Inverted pyramid • NOFLUFF • any and all self promotion which in turn makes your press release sound like an advertisement • “Want to have fun and meet new people?” • Join us for this fun, fabulous event…” • “The biggest event ever” • Quotes…

  11. News Releases • Closing paragraph • Critical contact info

  12. News Releases • Design issues • 8.5 x 11 paper • 1 inch margins, double spaced • 1 sided paper…electronic submissions • -more- • ###

  13. Promotions Mix Sales Promotions & Incentives Advertising Personal Selling Publicity

  14. Advertising • Paid form of communication through the media that is paid for & controlled by sponsoring agencies.

  15. Publicity v. Advertising • Publicity • Free • +/- • No control • Limited means • Newspaper, radio, TV • Advertising • Paid • + • Full control • Multiple entities…

  16. Banners Street poles Electronic message boards Dasher boards In-ice or on-field messages Courtside messages Scoreboards Superimposed ads for television Logo placement opportunities Restroom boards Examples

  17. Media Considerations • Preferences of target market • Students vs professors • Product • Corvette vs. Domino’s pizza • Message • Simple vs complex • Cost….reach, size/length, production

  18. Social Media • Facebook • Podcasts • Blogs • You Tube • Twitter

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