Question

Various methods can be used to deliver publicity materials to the media. Name four methods and compare their relative strengths and weaknesses.

Answer 1

Advertising makes up a large part of a company's publicity and advertising budget. This requires the creation and paying distribution, via advertising, of company or product communications. Organizations usually have internal advertisement teams planning and producing ads, or they partner for advertising agencies who specialize in ads. Since you pay for ad placement in publications such as television , radio , newspapers, and magazines, you usually have greater power of the advertising than you do in any other forms of marketing.

Maintaining trust with the public is an important long-term tactic for small and large companies alike. A variety of public relations strategies are used by unpaid advertising communications to reach out to customers. Press releases are one of the commonest and most frequent PR techniques. It is when a organization gives an summary to different media sources about a big transition or event, product launch or other news. Certain popular Marketing resources include press releases, news stories, and newsletters. A general purpose of PR is to keep your brand before people, even beyond paid ads. The problem is that the way the Marketing messages are sent or received is not necessarily controllable.

The growth of the Internet and emerging technologies has contributed to new and collaborative forms of promotion. Email marketing, internet ads, and smartphone advertisement have all been rising promotional campaign components. For small businesses, these methods are often relatively affordable and offer direct connections to tech-savvy consumers who spend significant time online. Social media portals like Twitter , Facebook also provide inexpensive ways for real-time customer interaction.

Although company usually participates in some form of advertisement and public relations, the use of techniques for commercial sales varies greatly. Any independent companies do not have aggressive sales associates depending on the goods or services they offer on the small scale. Big-ticket businesses, such as cars or vehicles, employ sales representatives more frequently to emphasize the value of products to consumers and to address their fears. Sales are among the most interactive forms of promotion