, however, here are the top three, reasons: a) Publicity can be much less expensive than advertising; b) Publicity can offer better results than advertising; c) Publicity can give your product credibility and is an implied endorsement from the respected media.
Publicity is an excellent way to market and promote products, people, companies and ideas. However, using publicity is not as targeted and therefore has less control. Unlike advertising or direct mail where the client has total control over the marketing message, with publicity it's the media that ultimately controls the message that the public reads in print, hears on the radio, or watches on TV.
Otnes and Scott, (1996) see a strong historical relationship among publicity, advertising, and societal ritual. The authors suggest the concept that publicity and ritual are bi-directionally related and have a strong interactive flow of influence. Moreover, publicity and ritual are influenced by other cultural institutions, both traditional (e.g., churches, schools) and contemporary (e.
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