To promote and manage word-of-mouth communications, marketers use publicity techniques as well as viral marketing methods to achieve desired

behavioral response. Companies can focus on Brand Advocates, the people who proactively recommend their favorite brands and products online and offline without being paid to do so.[16] Influencer marketing is also increasingly used to seed WOMM by targeting key individuals that have authority and a high number of personal connections. An important area of marketing is called word-of-mouth marketing, which relies on the added credibility of person-to-person communication, a personal recommendation.[3] advertising increases value of a product by creating buyers of the product, creates an expanding market, and actually has been shown to lower prices. And there is no guarantee that dollars saved on advertising could be utilized more efficiently, especially in a surplus economy

ing: Advertising is a powerful tool of competition. It provides valuable information about products and services in an efficient and cost-effective manner. In this way, advertising helps the economy to function smoothly - it keeps prices low and facilitates the entry of new products and new firms into the market.

Advertising and Economy

Advertising has therefore a constant impact on the economy of a country. First of all, huge sums are being put into the economy through the money spent on advertising. Secondly, the quality of adverts can either drive the economy to flourish by creating a thriving market environment; or it can cause the market to stagnate and subsequently create a situation where the economy begins to falter. Money that is being spent on and as the result of advertising is continually being circulated throughout the economy by investments, more advertising, and hopefully more spending. The effect of advertising on the economy is very finely balanced and can swing into either positive or negative very quickly. At its core, publicity is the simple act of making a suggestion to a journalist that leads to the inclusion of a company or product in a story. Newspapers, magazines, TV programs and radio shows have large amounts of space to fill and depend upon publicists to help provide story ideas, interview subjects, background information and other material. For the most part, the act of making a suggestion to a journalist, when successful, will lead to one of two types of coverage:

A story created from scratch built around the story "angle" you suggest (e.g. a feature story on your company; a story about a trend that you present to a journalist; an interview segment, etc.) The inclusion of your product, company or service in an already existing story (e.g. the reporter is already working on a story about your field and your contact with her results in your product being included in the piece).

What is Public Relations?

Public Relations is a broader field that encompasses publicity, but also includes such things as investor relations, crisis communications, special events and sponsorships, and other activities designed to mold opinion.

What's a Press Release?

The most important tool for making a suggestion to a journalist is the press release. Simply put, a press release is a psuedo-news story that presents the most newsworthy aspect of your product, company or service in a format and language familiar to the journalist. A good press release places the newsworthy angle at the very top (much as the lead paragraph of a well-written news story does), and is free of hyperbole and overt promotionalism. Paragraphs subsequent to the lead may include background information, spokesperson quotations and other information that can help put the newsworthiness of the story in perspective. The quality, capability, or power to elicit belief: ny marketing manager will tell you that publicity is valuable. Companies spend a lot of money each year publicizing and marketing their services and products. Presumably, all the time and money invested in publicity earns a business returns on investment. Otherwise it is unlikely that marketing would still be considered such a crucial element of good business, business schools would continue to teach marketing, and professional publicity managers would earn high salaries. There are a few key advantages of publicity.

Other People Are Reading

1.

Increase in Demand
o

Just like no one hears a tree that falls in an empty forest, no one buys a product that they have never heard of. At the most basic level, publicity generates interest in, and demand for, a product or service offered by a company. Although only a fraction of the people who hear about a product will buy it, a fraction of a large population is still bigger than the entirety of a small population. Therefore, marketing managers strive to publicize their product as widely as possible.

Branding Benefits
o

Brands are company logos or signifying marks that help consumers identify a particular product with the company that produces it. For example, Kraft is a food company that sells dozens of different kinds of foods. All of these foods are prominently labeled as Kraft foods. Through this form of publicity, Kraft develops a brand that helps consumers feel confident whenever they buy a Kraft product (assuming the consumer's experience with Kraft in the past was good). This confidence and trust between consumer and brand will likely lead the consumer to purchase many Kraft products. Publicity can thus harness new sources of profit. Sponsored Links Form Valuations Specialists in sustainable forestry investments www.formvaluations.nl/valuations

Culture and Absorption

o

A lot of publicity can help a company or person simply by making that person seem more important. Whenever people consume news on a daily basis, their sense of what is important in the world changes. According to research from Northern Kentucky University, if a person or company makes it into a newspaper or on CNN as part of a story that does not directly criticize them, consumers are likely to develop more positive attitudes toward them. One theory behind this phenomenon is that people tend to value more what they think is important, and they think something is important the more often it surfaces in the media.

Spillover Opportunities
o

As people come to perceive a person or company as more important, they are likely to consider that person or company for additional opportunities. For example, a person who makes it on to the news might be asked to be in a local commercial for a town business. A company that runs commercials on television might be asked to sponsor a major sporting event. These spillover opportunities from publicity help the company or person find new avenues for growth.

Read more: The Advantages of Publicity | eHow.com http://www.ehow.com/info_11400543_advantages-publicity.html#ixzz1sDlGdFQh

Using Advertising and Publicity are very effective methods to promote and create positive awareness for you and your business. But... there is a clear difference between Advertising and Publicity.

Publicity Builds Credibility

With commercial advertising, the advertiser controls the message, and the readers know that all too well. But with Publicity, the advertiser is not in control of the message, and the readers know that as well. Because of this, Publicity tends to create credibility. Readers can see an advertisement, and they often know that they are simply reading overblown marketing hype. Readers will more often trust independent authorities such as reviewers, columnists, reporters or broadcasters.

1. Paid Space or Free Coverage

Advertising: The company pays for ad space. You know exactly when that ad will air or be published. Public Relations: Your job is to get free publicity for the company. From news conferences to press releases, you're focused on getting free media exposure for the company and its products/services.

2. Creative Control Vs. No Control

Advertising: Since you're paying for the space, you have creative control on what goes into that ad. Public Relations: You have no control over how the media presents your information, if they decide to use your info at all. They're not obligated to cover your event or publish your press release just because you sent something to them.

3. Shelf Life

Advertising: Since you pay for the space, you can run your ads over and over for as long as your budget allows. An ad generally has a longer shelf life than one press release. Public Relations: You only submit a press release about a new product once. You only submit a press release about a news conference once. The PR exposure you receive is only circulated once. An editor won't publish your same press release three or four times in their magazine.

4. Wise Consumers

Advertising: Consumers know when they're reading an advertisement they're trying to be sold a product or service.

"The consumer understands that we have paid to present our selling message to him or her, and unfortunately, the consumer often views our selling message very guardedly," Paul Flowers, president of Dallas-based Flowers & Partners, Inc., said. "After all, they know we are trying to sell them."

Public Relations: When someone reads a third-party article written about your product or views coverage of your event on TV, they're seeing something you didn't pay for with ad dollars and view it differently than they do paid advertising. "Where we can generate some sort of third-party 'endorsement' by independent media sources, we can create great credibility for our clients' products or services," Flowers said.

5. Creativity or a Nose for News

Advertising: In advertising, you get to exercise your creativity in creating new ad campaigns and materials. Public Relations: In public relations, you have to have a nose for news and be able to generate buzz through that news. You exercise your creativity, to an extent, in the way you search for new news to release to the media.

6. In-House or Out on the Town

Advertising: If you're working at an ad agency, your main contacts are your co-workers and the agency's clients. If you buy and plan ad space on behalf of the client like Media Director Barry Lowenthal does, then you'll also interact with media sales people. Public Relations: You interact with the media and develop a relationship with them. Your contact is not limited to in-house communications. You're in constant touch with your contacts at the print publications and broadcast media.

7. Target Audience or Hooked Editor

Advertising: You're looking for your target audience and advertising accordingly. You wouldn't advertise a women's TV network in a male-oriented sports magazine. Public Relations: You must have an angle and hook editors to get them to use info for an article, to run a press release or to cover your event.

8. Limited or Unlimited Contact

Advertising: Some industry pros such as Account Executive Trey Sullivan have contact with the clients. Others like copywriters or graphic designers in the agency may not meet with the client at all. Public Relations: In public relations, you are very visible to the media. PR pros aren't always called on for the good news. If there was an accident at your company, you may have to give a statement or oncamera interview to journalists. You may represent your company as a spokesperson at an event. Or you may work within community relations to show your company is actively involved in good work and is committed to the city and its citizens.

9. Special Events

Advertising: If your company sponsors an event, you wouldn't want to take out an ad giving yourself a pat on the back for being such a great company. This is where your PR department steps in. Public Relations: If you're sponsoring an event, you can send out a press release and the media might pick it up. They may publish the information or cover the event.

10. Writing Style

Advertising: Buy this product! Act now! Call today! These are all things you can say in an advertisement. You want to use those buzz words to motivate people to buy your product. Public Relations: You're strictly writing in a no-nonsense news format. Any blatant commercial messages in your communications are disregarded by the media.

, a person, group, organization, member or system who affects or can be affected by an organization's actions. A person, group, or organization that has direct or indirect stake in an organization because it can affect or be affected by the organization's actions, objectives, and policies. Key stakeholders in a business organization include creditors, customers, directors, employees, government (and its agencies), owners (shareholders), suppliers, unions, and the community from which the business draws its resources.

Advertiser;Organization or person who pays for the production, execution, and placement of an advertisement. Noun me dia : 1. The main means of mass communication regarded collectively: "the campaign won media attention".

Professional and trade associations are membership organizations, usually nonprofit, which ion
Noun: An organized association of workers, often in a trade or profession, formed to protect and further their rights and interests.

News;something having a specified influence or effect <the rain was good news for lawns and gardens Garrison Keillor> ing. Speech:b. The faculty or act of expressing or describing thoughts, feelings, or perceptions by the articulation of words. 2. Something spoken; an utterance. 3. Grand opening is a term used when a business, public office, or private association wishes to announce the official opening of a new location. This differs from just opening the doors on the first day, in that a grand opening is more of a celebration event, not just the first day having the doors open for clients. 4. Cached - Similar A media tour is an excellent method to achieve PR rule. A multimedia instructional message is a presentation consisting of words and pictures that is designed to foster meaningful learning. a. fire:A device consisting of a combination of explosives and combustibles, set off to generate colored lights, smoke, and noise for amusement.

newsletter/n(y)ozletr/ o
Noun: A bulletin issued periodically to the members of a society, business, or organization.

definitions for the concept of mobile marketing, no commonly accepted definition exists. Mobile marketing is broadly defined as the use of the mobile medium as a means of

marketing communication[1] or distribution of any kind of promotional or advertising messages to customer through wireless networks

magazine/magzn/
Noun: 1. A periodical publication containing articles and illustrations, typically covering a particular subject. 2. A regular television or radio program comprising a variety of topical news or entertainment items. Uni: The distinctive clothing worn by members of the same organization or body or by children attending certain schools. House ads are often used to promote new features, other in-house revenue generators, and other media properties. Self-promotional ad a company runs on its media outlets to put unsold inventory to use. A website, also written as Web site,[1] web site, or simply site,[2] is a set of related web pages containing content (media) such as text, image, video, audio, etc. A In-house: existing, originating, or carried on within a group or organization or its facilities : not outside .

A press release, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy. A public service announcement (PSA) or public service ad is a type of advertisement featured on television, radio, print or other media. Whereas the objective of a standard advertisement is to market a product, a PSA is intended to change the public interest, by raising awareness of an issue, affecting public attitudes, and potentially stimulating action. eserved. interview [ntvju] n 1. (Communication Arts / Broadcasting) a conversation with or questioning of a person, usually conducted for television, radio, or a newspaper

serve the interests of members who share a common field of activity.

GOALS OF PUBLIC RELATIONS

Some of the main goals of public relations are to create, maintain, and protect the organization's reputation, enhance its prestige, and present a favorable image. Studies have shown that consumers often base their purchase decisions on a company's reputation, so public relations can have a definite impact on sales and revenue. Public relations can be an effective part of a company's overall marketing strategy. In the case of a for-profit company, public relations and marketing should be coordinated to be sure they are working to achieve the same objectives. Another major public relations goal is to create good will for the organization. This involves such functions as employee relations, stockholder and investor relations, media relations, and community relations. Public relations may function to educate certain audiences about many things relevant to the organizationincluding the business in general, new legislation, and how to use a particular productas well as to overcome misconceptions and prejudices. For example, a nonprofit organization may attempt to educate the public regarding a certain point of view, while trade associations may undertake educational programs regarding particular industries and their products and practices. Read more: Public Relations - benefits, Goals of public relations http://www.referenceforbusiness.com/small/Op-Qu/Public-Relations.html#ixzz1sDq8ZxG1

Publicity Tools

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Audio news release (ANR) - A taped news release sent to radio stations. Most ANRs feature voice actualities of organization spokespersons or other representatives. An ANR may be sent with paper copy of a wrapper - lead and close-out - to be used by the local newscaster. The wrapper may also be pre-recorded. An ANR usually contains spot news or an organizatio's reaction to spot news or current issue. Audio Phone Feed - Providing radio station with a special number they can call to tape one or two minutes (or less) of information you have recorded for continuous automatic sending. This provides stations with actualities they can use. Billboard announcement - A brief message, submitted by non-profit or community groups, on community needs and activities. They are run free of charge on community cable television channels. Bylined Articles - Articles written mostly for trade and business publications. The article byline is that of a key player in the submitting organization. Camera-read Features - Columns or feature stories - usually evergreens - are ready to be pasted into the newspaper. They include heads, graphics, and photos. They're sent on glossy sheets of paper (repro proofs) or on disc or CD-ROM. You may also post them in your website. They comply with newspaper standards in that they seldom mention the name of a product or company more than once. The content either is newsworthy in itself or the facts presented bestow a benefit upon the reader. (Also called sponsored editorials.) Chatter Sheets - Sheets with interesting, timely, and brief bits of information (e.g. trivia, historical milestones, consumer tips, etc.) on themes or topics relevant to an organization that are sent to DJs to use during their shows. Community Calendar Announcement - A brief description (who, what, when, where, and perhaps why) of a community need or activity, included in a radio or television "community calendar" Community Notice - A brief description (who, what, when, where, and perhaps why) of a community event, need, etc., listed free in a special section of the newspaper. (The ones that focus on events often are referred to as event listings.) Donated Ad - Advertising time or space donated by the medium or someone else, including a regular advertiser in that medium, a corporate sponsor, or community business. A donated ad, paid for by several sponsors, may include "hookers" that identify the business donors.

Feature - A story that gives detailed information on an issue, a trend, a situation, an industry, a company or organization, or a person. A feature often focuses on the human element. It is designed to enlighten, entertain, and/or educate readers. Feature stories can be submitted to community newspapers and magazines (query first) on paper or on disk. Camera-ready features can be created and sent to community newspapers as well. Ideas for features can be pitched to various media. Filler - A short piece of interesting but minor or untimely material that the print media can use to either fill space or to provide community interest information. Free Speech Message - The broadcast version of the guest editorial, these are opinions presented by an individual or group on a topic of general public interest. They are taped at the radio or TV station. Guest Editorial - An analysis of or commentary on news events or public concerns, written by someone whose credibility is based on his/her knowledge of a particular subject and/or position in an organization. Letter to the Editor - A letter written for and sent to a newspaper or magazine to present an organization's position, make a correction or respond to another story or letter. News release - A news story written for and released to the news media, particularly newspaper. News releases submitted to newspaper are written according to CP style guidelines. When a news release is prepared for radio it is written according to BN style guidelines. A news release can be distributed on paper, on disk, by email, by a PR newswire or posted on a website. A news release has a flag with the word(s) News or News Release in large type near the top of the "page." When the information in a release is community oriented, the flag can read Community News. Other alternatives include Sports News, Business News, Etc. Product Release - A brief announcement of news about a product or service. Unless the "news" has wide public appeal, most product releases are sent to relevant trade publications. Promo - A broadcast announcement that promotes an upcoming program or activity on a radio or TV station. If an organization is involved in a project with the station- as a sponsor or a participant - the promo may mention the organization's name and/or address and or slogan. Promotional "prop" or symbol - Inexpensive but interesting and relevant items sent with "soft" publicity materials to attract media attention and, perhaps, serve as a props for the visual media, particularly television. Publicity Photographs - Photographs taken for publicity purposes and submitted, with a cutline, to the print media. Photos may be accompanied by a news release, fact sheet or other publicity material.

Public Service Announcement (PSA) - A broadcast announcement, for which no charge is made, that promotes the programs, activities or services of a federal, provincial, or municipal governments, non-profit organizations, or another groups serving community interests. Information for PSAs can be prepared in point form, as a script, or pre-recorded on tape. All are submitted to the PSA director. Radio Program or Feature - Taped news and public affairs features, provided by an organization no charge to radio stations. Programs and features may be on such topics as consumer hints, author/performer interviews, and new product information. Sponsored Publication - A newspaper or magazine prepared by an organization and offered free of charge to readers. The content is relevant to the company, cause, or association, and usually does not contain advertising. Sponsored TV Program - A television public affairs program, paid for by an organization and offered free of charge to the television networks or stations. Programs usually are produced in half-hour or one-hour formats - with or without allowance for commercial content. Reader Tip Sheets - Sheets that contain helpful tips on carious subject for media audiences. They are designed to be used "as is" by the media. Video News Release (VNR) - A videotaped news story produced by an organization and distributed to television newsrooms. VNRs are particularly useful at times of crisis or when an organization has an angle based on unusualness or human interest. VNRs may be accompanied by B-roll footage. Since public relations communicates your messages through the news media, all the power of the media is brought to bear when the publicthose viewers, listeners, or readers you want to reachlearns about your news. Think of what this means: high interest level, credibility, implied objectivity, and possibly implied endorsement by the journalist or publication reporting the information. There is also an urgency conveyed when news is reported in the mediaand that news has the potential to reach a tremendously large audience. With exposure comes awareness. An important goal of public relationsin any medium is to make people aware of what your organization is, what it offers, and what it does. Never underestimate the value of such awareness. In flashier terms, it's called buzz. Creating awareness for your organization is important for the development and utilization of its programs and initiatives. You must inform the public and educational and training institutions about what you offer and how you can meet their needs. Public relations is probably the most valuable tool in accomplishing this. A well-implemented public relations initiative will help present your organization's offerings to their best advantage.

Public and news media relations also positions you to enter new marketplaces and exposes new Linux programs to new audiencesall without the expense associated with an advertising program. A sustained public relations program allows you to ensure your programs are in front of appropriate decision-makers. This continuous flow of information creates a constant awareness and a constant influx of inquiriesespecially when integrated with other powerful marketing communications tools such as brochures, trade shows, and so on.

(Organized sport) A sport is an organized, competitive, entertaining, and skillful physical activity requiring commitment and fair play,

but there are certain rules of Bangladesh Govt. that all the companies must follow in terms of advertising products/services 1. one cant show/depict any specific competitor product/brand as inferior in any advertisement (ATL or BTL) 2. You can use a generic packaging in the advertisement as for comparison with competitor. 3. when you are running any purchase-driven promotional campaign, it can not be a game of luck whereby only a handful wins some prizes. there must be at least a token prize for every purchase and the game has to be a game of merit not luck. 4. for tobacco products, the regulation is to print the Statutory Warning at the bottom of the advertisement and the size will be 10% of the total size. 5. you can not promote any medicinal products (except Over-the-counter drugs) in any press or electronic media and OOHs. for purpose of notifying public (i.e. change in pack size, color, packaging etc>) any medicinal product can be advertised in the newspaper/electronic media with prior permission from Drug Regulation Authority (DRA) and the permission number must be mentioned in the advertisement. thats all i have got for now. if i remember anything more, i will get back to you. Read more: http://www.marketingprofs.com/ea/qst_question.asp? qstID=12588#ixzz1sNawzozB