Publicity has its own importance in marketing. Although it was no given importance by marketing managers in the past, it has drawn attention of strategic writers and marketing exports.
Business organization does not publish information by paying for, but information or messages about the goods or services are published in the firm of news articles through communication media. Sometimes publicity is taken as the means of public relation. Public relation occupies a broad scope. It develops and maintains positive relation between the organization and its customers, staff, shareholders, government officers and society. Publicity is only an important aspect of public relation.
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There is also difference between publicity and advertisement. Advertisement is both informational and promotional whereas publicity is only informational. Advertisement is made for immediate effect on sales but publicity of messages does not have such effect on sales. Sponsor is acknowledged in advertisement for which certain fee is paid. But payment is not needed for publicity nor the name of sponsor is given. So, although both advertisement and publicity are promotional communication methods, there are differences between them.
Thus publicity is such a method of public relation through which information and messages about the products and company are communicated. For this, the concerned business firm neither pays any fee or nor can control the media.
