Characteristics Of Publicity

The main characteristics of publicity are as follows:

1. Third person involvement

Third persons involve in providing information and messages about goods or services of a firm. So, involvement of third persons under publicity is necessary for the promotion of business firm and its products. It becomes possible only through effective public relations.

2. Publicity is free

Not any amount as fee or charge is needed to the third persons for the publicity of information and messages about goods or services and the firm. The business firm need not bear direct expenses for the publicity materials communicated to the general public through mass media.

                                  Also Read: Importance Of Publicity

3. Greater readership

Information and messages about business firm and its products can be communicated to greater number of audiences and readers by making flow of news and holding press conference.

4. No chance of repetition

There remains no possibility of repetition of the information and messages about the firm and its products communicated through publicity. But in advertisement , they may repeat.


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