A business firm can get various benefits from use of publicity as promotion mix . Its credibility, greater number of readers, adequate information, low cost and greater speed of passing information are the main causes to make it important.
Significance or importance of publicity can be described as follows:
Significance or importance of publicity can be described as follows:
1. Credibility
As sponsor is not mentioned or not identified in publicity, the information and message about goods or services communicated by independent source become more credible and dependable.
2. Greater readership
As information and messages about goods or services are communicated mostly through important newspapers or other media , greater number of readers can read the information and messages published in them. So, sometime publicity plays an important role of promotion.
3. Contains more information
Publicity is used as more information and messages can be included in it than in other promotion methods , specially, advertisement. Many aspects of goods or services of business firm can be covered in special feature articles.
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Characteristics Of Publicity
4. Cost benefit
Not so considerable cost is needed in publicity. Advertisement is a costly method of promotion, but publicity is comparatively much economical method. In other words, if calculated the cost for advertisement, more benefits can be received from publicity.
Speed is another importance of publicity. It is the faster means for communication , information and messages about firm and its goods or services. Publicity has greater speed to reach the public.
4. Cost benefit
Not so considerable cost is needed in publicity. Advertisement is a costly method of promotion, but publicity is comparatively much economical method. In other words, if calculated the cost for advertisement, more benefits can be received from publicity.
5. Speed
Speed is another importance of publicity. It is the faster means for communication , information and messages about firm and its goods or services. Publicity has greater speed to reach the public.
