BA5004 INTEGRATED MARKETING COMMUNICATION

LTPC
3003
OBJECTIVE:
This course introduces students to the basic concepts of advertising and sales promotion and
how business organizations and other institutions carry out such activities.
UNIT I INTRODUCTION TO ADVERTISEMENT 9
Concept –definition-scope-Objectives-functions-principles of advertisement – Social, Economic
and Legal Implications of advertisements – setting advertisement objectives – Advertisement
Agencies – Selection and remuneration – Advertisement campaigns – case studies.
UNIT II ADVERTISEMENT MEDIA 9
Media plan – Type and choice criteria – Reach and frequency of advertisements – Cost of
advertisements - related to sales – Media strategy and scheduling. design and execution of
advertisements -Message development – Different types of advertisements – Layout – Design
appeal – Copy structure – Advertisement production – Print – Radio. T.V. and Web advertisements
– Media Research – Testing validity and Reliability of ads – Measuring impact of advertisements
– case studies.
UNIT III SALES PROMOTION 9
Scope and role of sale promotion – Definition – Objectives of sales promotion - sales promotion
techniques – Trade oriented and consumer oriented. Sales promotion – Requirement identification
– Designing of sales promotion campaign – Involvement of salesmen and dealers – Out sourcing
sales promotion national and international promotion strategies – Integrated promotion –
Coordination within the various promotion techniques – Online sales promotions- case studies.
UNIT IV PERSONAL SELLING 9
Introduction – Meaning – Functions- Personal selling process – Evaluation – Compensation –
Motivation- Territory Management – Sales Report Preparation and Presentation- Ethical Issues
UNIT V PUBLICITY AND PUBLIC RELATIONS 9
Introduction – Meaning – Objectives –Scope-Functions-integrating PR in to Promotional Mix-
Marketing Public Relation function- Process of Public Relations-advantages and disadvantages of
PR-Measuring the Effectiveness of PR- PR tools and techniques. Difference between Marketing,
PR and Publicity -- Social publicity – Web Publicity and Social media – Publicity Campaigns
TOTAL: 45 PERIODS
OUTCOME :
Insight into the importance of advertising and sales promotion campaigns planning and objective
setting in relation to consumer decision making processes.

In today’s world, all of us are under the influence of ‘Advertisement’. Right from buying
groceries to children’s study materials, finding a holiday spot to watching a movie, selecting
restaurant for dinner to booking a banquet hall for special events, and searching educational
institutions to hunting for a company to find jobs, almost every act is guided and decided by
advertisements.

What is an Advertisement?
Advertisement (ad) is an efficient and effective technique to promote goods, services, and ideas.
It is a paid form of non-personal communication wherein business information is made available
for potential customers.
Advertisement, is derived from the Latin word “Advertere” which literally means “to turn the
minds of … towards…”. Advertisement promotes and supplements selling of products, services,
and ideas to a great extent. The most interesting part of an advertisement is – it carries factual
information with fascinating emotional appeal. Hence, without a proper advertisement no
business can prosper.

What is a Buzz?
The literal meaning of “Buzz” is – “a low, continuous humming or murmuring sound.” In the
advertising sense, it is a technique of marketing. It is getting viral these days. Buzz marketing
technique relies upon the power of one-on-one personal messages.
It is believed that word-of-mouth holds more weightages with consumers. Buzz marketing is
perceived as an impartial form of marketing people trust the recommendations made by their
relatives and friends. Social media is the most energetic vehicle of buzz marketing.

Objectives of Advertisements
The fundamental idea behind advertisement is to increase the business by selling goods/services.
Besides, there are many other objectives of advertisement, significant of them are −
• To promote newly launched products among the potential customers.
• To promote personal selling program.
• To create awareness among maximum people about your business in a short period of
time.
• To enter national or even international market and motivate new group of customers.
• To enhance the goodwill and build credibility among the customers by promising to
provide better quality of products and services.

Advertisement Process
The advertisements that we see in the newspapers, magazines, and roadside hoardings or watch
on television or on the internet involves a lot of work. An advertisement goes through different
stages from its initial planning stage to its execution. In addition, it also involves groups of people
specialized in different fields. For example, experts of management, copyediting, creative writing,
photography, videography, acting, etc.
Following are the fundamental stages to develop and execute an ad −

Typical Workflow in an Ad Agency

Stage Work Performed

• Idea briefing to an Ad Agency

• Internal discussion
Beginning Stage • Market research relevant to ad (to find competitors,
customers’ behaviors, & target audiences)
• Media selection (print, electronic, or outdoor)
• Setting budget

• Designing and creation of Ad (creative/copy

writing, filming, etc.)
• Internal review/editing
• Presentation to client and taking his final approval
Development Stage
• Final production of ad
• Pre-testing
• Approval from the concerned authority
• Fixing the time and place to release the ad

Execution Stage • Media Scheduling and media booking

 • Handing over to media to make it live

• Media release monitoring

Post Execution • Judging the performance
• Noting customer’s review
• Market response

Segments of Advertisement
Following are the three major sectors of Advertisements −
• Advertiser − Business organization or any other individual, who wishes to advertise their
products, services, or ideas.
• Ad Agency − A service-based firm that creates innovative ideas and develops an attractive
and meaningful ad.
• Media − A communication platform that offers substantial and effective medium to
advertise.

Medium of Advertisement
While planning to advertise your business/product/idea, you also need to decide which medium
would be the best suited to execute your ad. You can choose from multiple mediums from the list
given below −

Print Media
It is one of the oldest, but still popular medium of advertisement. It includes, newspapers,
brochures, magazines, and fliers. It is the low budget medium of advertisement, but the rate varies
to a great extent depending upon the −

• Geographic location (city, town, etc.)

• Brand (of newspaper & magazine), and
• Space (how much & which part of the page you are booking).
Broadcast/Electronic Media
It is the most advanced and fastest media, which reaches the remotest regions of the world in a
fraction of a minute.
It includes radio, television, and the Internet. Since, on television and internet, both video and
audio can be run; therefore, it is the most popular and effective medium.
Outdoor − It is the cheapest, but effective medium. It includes hoardings, flags, banners,
billboards, motor vehicles, building/fence wraps, events, etc. Outdoor advertisement is used in
various ways to increase brand awareness and for the promotion of products/services.
Check Your Progress

• What is advertisement process?

• How is advertisement the most essential feature of a business?
• What do you understand by ‘advertisement media?’
• What are the objectives of advertisement?
Publicity and Public Relations
Publicity is a part of marketing and customer relations.. Publicity comes from news reporters,
columnists and journalists. It comes to the receiver as the truth rather than as a commercial.
Public relations and publicity taken together are one of the four major ingredients of
promotion-mix. These activities are, however, not controllable by the firm. Every from tries to
create a good public relations so as to get good publicity through press and electronic media.
Publicity has a peculiar feature that it is not a paid form of communication. Publicity refers to
the mention of company/product in any published or non-published media. For example, a new
product is launched, and due to its unique feature, the product may become a point of
discussion among various groups. This mention adds to the promotion and hence, the product
gets publicized. This publicity is mainly due to good response of customers, or due to quality
or can be even due to some controversies. Any way, such public exposure of a product forms
a crucial part of promotion mix. If a product is able to draw a lot of attention by the media, the
firm will have to spend less on advertisement and sales promotion activities.
Achieving goal.
Public relations is an important marketing functions in the present-day business environment.
The total process of building goodwill and securing a bright public image of the company a
called public relations. It creates a favorable atmosphere for conducting business. There are
four groups of public : (I) customer, (2) shareholders (3) employees (4) the community. The
marketers should have the best possible relations with these groups.Public relation,
complement advertising by creating product and service credibility. Effective marketing
communication is not without establishing and maintaining mutual understanding between the
company and its customers. The lubricant making the wheel of marketing run smoothly is
public relations. Bright image is created and maintained only by public relations. That is why,
modern business houses attach great significance to the public relations activities.
Difference between Advertising and Publicity

• Paid/non-paid from: Advertisement is a paid form of communication. Its cost is borne by

the advertiser But publicity is any non-paid mention of an organization or its ideas or
products in the news Media. Publicity cannot be purchased in the usual sense of the term.
Any institution can come to the attention of the public by being newsworthy. It has not to
pay anything for the publicity, but has to supply the necessary information to the news
media.
• Identification of sponsorer: Advertisement is issued by an identified sponsor. Publicity
does not need an identified sponsor
 • Control over message: In advertising, the advertiser exercises control over the type, size,
duration, and frequency of the message But in case of publicity, the control lies with the
publicity media.

Difference between Advertisement and Personal Selling

The points of distinction between advertisement and salesmanship are listed below;

1. Personal/Non-personal form: Advertising is a non-personal form of communication. There is

no contact between the advertiser and the buyer. But salesmanship means personal selling. The
salesman has face-to-face contact with the buyer.
2. Mass vs. Individual communication: Advertising is mass communication. It is addressed to a
large number of people. But salesmanship is individual communication. The impact of
salesmanship is visible on the buyer who come into contact with the salesman.
3. Purpose: Advertisement may aim at enhancing the goodwill of the advertiser. It may have no
immediate purpose to sell the goods or services. But salesmanship always aims at effecting
sales.

Objectives of Advertising
The fundamental purpose of advertising is to sell something – a product, a service or an idea. In
addition to this general objective, advertising is also used by the modern business enterprises for
certain specific objectives which are listed below :

1. To introduce a new product by creating interest for it among the prospective customers.
2. To support personal selling programme. Advertising maybe used to open customers’ doors for
salesman ..
3. To reach people inaccessible to salesman.
4. To enter a new market or attract a new group of customers.
5. To light competition in the market and to increase the sales as seen in the fierce competition
between Coke and Pepsi.
6. To enhance the goodwill of the enterprise by promising better quality products and services.
7. To improve dealer relations. Advertising supports the dealers in selling he product. Dealers are
attracted towards a product which is advertised effectively.
8. To warn the public against imitation of an enterprise’s products.

Functions of Advertising
Advertising has become an essential marketing activity in the modern era of large scale production
and serve competition in the market. It performs the following functions:

• Promotion of Sales. It promotes the sale of goods and services by informing and persuading
the people to buy them. A good advertising campaign helps in winning new customers both in
the national as wet] as in the international markets.
• Introduction of New Product. It helps the introduction of new products in the market. A
business enterprise can introduce itself and its product to the public through advertising. A new
 enterprise can’t make an impact on the prospective customers without the help of advertising.
Advertising enables quick publicity in the market.
• Creation of Good Public Image. It builds up the reputation of the advertiser. Advertising
enables a business firm to communicate its achievements in an effort to satisfy the customers’
needs. This increases the goodwill and reputation of the firm which is necessary to fight against
competition in the market.
• Mass Production. Advertising facilitates large-scale production. Advertising encourages
production of goods in large-scale because the business firm knows that it will be able to sell on
large-scale with the help of advertising. Mass production reduces the cost of production per unit
by the economical use of various factors of production.
• Research. Advertising stimulates research and development activities. Advertising has become
a competitive marketing activity. Every firm tries to differentiate its product from the substitutes
available in the market through advertising. This compels every business firm to do more and
more research to find new products and their new uses. If a firm does not engage in research
and development activities, it will be out of the market in the near future.
• Education of People. Advertising educate the people about new products and their uses.
Advertising message about the utility of a product enables the people to widen their knowledge.
It is advertising which has helped people in adopting new ways of life and giving-up old habits.
It has contributed a lot towards the betterment of the standard of living of the society.
• Support to Press. Advertising provides an important source of revenue to the publishers and
magazines. It enables to increase the circulation of their publication by selling them at lower
rates. People are also benefited because they get publications at cheaper rates. Advertising is
also a source of revenue for TV network. For instance, Doordarshan and ZeeTV insert ads
before, in between and after various programmes and earn millions of rupees through ads. Such
income could be used for increasing the quality of programmes and extending coverage.

Advertising media selection is the process of choosing the most efficient media for an
advertising campaign. To evaluate media efficiency, planners consider a range of factors
including: the required coverage and number of exposures in a target audience; the relative cost of
the media advertising and the media environment. Media planning may also involve buying media
space. Media planners require an intricate understanding of the strengths and weaknesses of each
of the main media options. The media industry is dynamic - new advertising media options are
constantly emerging. Digital and social media are changing the way that consumers use media and
are also influencing how consumers acquire product information.
Television advertising
Television advertising offers the benefit of reaching large numbers in a single exposure. Yet
because it is a mass medium capable of being seen by nearly anyone, television lacks the ability
to deliver an advertisement to highly targeted customers compared to other media outlets.
Television networks are attempting to improve their targeting efforts. In particular, networks
operating in the pay-to-access arena, such as those with channels on cable and satellite television,
are introducing more narrowly themed programming (i.e., TV shows geared to specific interest
groups) designed to appeal to selective audiences. However, television remains an option that is
best for products that targeted to a broad market. The geographic scope of television advertising
may vary, from local or regional advertising through to national coverage, depending on whether
public broadcasting or subscriber-based cable services are used.
Television advertising, once seen as the mainstay of media advertising, is facing numerous
challenges from alternative media, especially interactive and social media. Technological
innovations, especially the advent of ad blocking and zapping, has eroded TV's immediacy and
relevance for some audiences.
Radio advertising
Promotion through radio has been a viable advertising option for over 80 years. Radio advertising
is mostly local to the broadcast range of a radio station, however, at least three options exist that
offer national and potentially international coverage. First, in many countries there are radio
networks that use many geographically distinct stations to broadcast simultaneously. In the United
States such networks as Disney (children’s programming) and ESPN (sports programming)
broadcast nationally either through a group of company-owned stations or through a syndication
arrangement (i.e., business agreement) with partner stations. Second, within the last few years the
emergence of radio programming delivered via satellite has become an option for national
advertising. Finally, the potential for national and international advertising may become more
attractive as radio stations allow their signals to be broadcast over the Internet.
In many ways radio suffers the same problems as television, namely, a mass medium that is not
highly targeted and offers little opportunity to track responses. But unlike television, radio presents
the additional disadvantage of limiting advertisers to audio-only advertising. For some products
advertising without visual support is not effective.
Print publications advertising
Print publications such as magazines, books, newspapers and Special Issue publications (such as
annuals) offer a variety of advertising opportunities:
Magazines, especially those that target specific niche or specialized interest areas, are more tightly
targeted compared to broadcast media. Additionally, magazines offer the option of allowing
marketers to present their message using high quality imagery (e.g., full color) and can also offer
advertisers the ability to integrate interactive, tactile experiences through the use of scratch-it
papers impregnated with scents (e.g., perfume).
Newspapers have also incorporated color advertisements, though their main advantage rests with
their ability to target local markets. For advertisers, the ability to insert catalogs or special
promotional material into the newspaper is an advantage.
Special Issue publications can offer very selective targeting since these often focus on extremely
narrow topics (e.g., auto buying guide, tour guides, college and university ratings, etc.).
Internet advertising
The fastest growing media outlet for advertising is the Internet. Compared to spending in other
media, the rate of spending for Internet advertising is experiencing tremendous growth and in the
U.S. trails only newspaper and television advertising in terms of total spending. Internet
advertising’s influence continues to expand and each year more major marketers shift a larger
portion of their promotional budget to this medium. Two key reasons for this shift rest with the
Internet’s ability to: (1) narrowly target an advertising message and, (2) track user response to the
advertiser’s message.
The Internet offers many advertising options with messages delivered through websites or by
email

• Standard online advertising formats (e.g. Banner ads, interstitials.) - A banner ad is a

rectangular advertisement appearing at the top or bottom of a web-page. Banner ads are
typically 468 X 60 pixels. An interstitial is an advertisement that interrupts the user. It may be
a full page or a pop up window.
• Rich media advertisements - ads that incorporate a variety of technology components such as
video and audio. Rich media ads are thought to deliver higher impact messages.
• Paid search advertising - A method of placing online advertisements on web pages that show
results from search engine queries. Through the same search-engine advertising services, ads
can also be placed on Web pages with other published content.
• Search engine marketing - A form of Internet marketing that involves the promotion of
websites by increasing their visibility in search engine results pages (SERPs) primarily through
paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or
rewrites website content and site architecture to achieve a higher ranking in search engine
results pages to enhance pay per click (PPC) listings.
• Online video gaming - An online game is a video game that is either partially or primarily
played through the Internet or another computer network. Advertisers can pay to have their
messages or products incorporated into the sets of online games.
• Paid inclusion - Paid inclusion is a search engine marketing product where the search engine
company charges fees related to inclusion of websites in their search index. The use of paid
inclusion is controversial and paid inclusion's popularity has decreased over time among
search engines.

• Email advertising - also known as internet direct marketing. Using email to deliver an
advertisement affords marketers the advantage of low distribution cost and potentially high
reach. In situations where the marketer possesses a highly targeted list, response rates to email
advertisements may be quite high. This is especially true if those on the list have agreed to
receive email, a process known as “opt-in” marketing. Email advertisement can take the form
of a regular email message or be presented within the context of more detailed content, such
as an electronic newsletter. Delivery to a user’s email address can be viewed as either plain
text or can look more like a website using web coding (i.e., HTML). However, as most people
are aware, there is significant downside to email advertising due to highly publicized issues
related to abuse (i.e., spam).
• Social media advertising - a collective term used to describe forms of online advertising that
focus on social networking services such as Facebook, Twitter, Instagram.
Online advertising has spawned a range of new segmentation and targeting approaches including
Affinity targeting, Behavioral targeting, Contextual targeting and Geographic targeting and
Purchase-based category targeting.
Out-of-home media
The use of signs to communicate a marketer’s message places advertising in geographically
identified areas in order to capture customer attention. The most obvious method of using signs is
through billboards, which are generally located in high traffic areas. Outdoor billboards come in
many sizes, though the most well-known are large structures located near transportation points
intending to attract the interest of people traveling on roads or public transportation. Indoor
billboards are often smaller than outdoor billboards and are designed to attract the attention of foot
traffic (i.e., those moving past the sign). For example, smaller signage in airports, train terminals
and large commercial office space fit this category.
While billboards are the most obvious example of signage advertising, there are many other
forms of signage advertising include:

• Sky writing where airplanes use special chemicals to form words

• Messages placed on hot air balloons or banners carried by small aircraft
• Mobile billboards where signs are placed on vehicles, such as buses and cars, taxis or even
clapper-boards carried by paid agents
• Plastic bags used to protect newspapers delivered to homes
• Advertisements attached to grocery carts
• Holographic images projected into public spaces
• Laser projections onto city buildings
Mobile device advertising
Handheld devices, such as cell phones, smart phones, portable computers and other wireless
devices, make up the growing mobile device market. Such devices allow customers to stay
informed, gather information and communicate with others without being tied to a physical
location. While the mobile device market is only beginning to become a viable advertising
medium, it may soon offer significant opportunity for marketers to reach customers at anytime and
anywhere.
Also, with geographic positioning features included in newer mobile devices, the medium has the
potential to provide marketers with the ability to target customers based on their geographic
location. Currently, the most popular advertising delivery method to mobile devices is through
plain text messaging, however, over the next few years multimedia advertisements are expected to
become the dominant message format.
Audience research
Selecting the optimal media vehicles for a given campaign requires detailed research and analysis.
Media planners need to match their target market with media audiences. Identifying the audience
for a magazine or newspaper, or determining who watches television at a given time, is a
specialized form of market research, often conducted on behalf of media owners.
Measures of media audience that are of especial interest to advertisers include:
• Print Media
• Broadcast Media
• Out-of-home media
• Internet and digital media

Sales promotion is one of the elements of the promotional mix. (The primary elements in the
promotional mix are advertising, personal selling, direct marketing and publicity/public relations).
Sales promotion uses both media and non-media marketing communications for a pre-determined,
limited time to increase consumer demand, stimulate market demand or improve product
availability. Examples include contests, coupons, freebies, loss leaders, point of
purchase displays, premiums, prizes, product samples, and rebates.
Sales promotions can be directed at the customer, sales staff, or distribution channel members
(such as retailers). Sales promotions targeted at the consumer are called consumer sales
promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions.
Sales promotion includes several communications activities that attempt to provide added value or
incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate
immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase.
Examples of devices used in sales promotion include coupons, samples, premiums, point-of-
purchase (POP) displays, contests, rebates, and sweepstakes.

Consumer sales promotions are short term techniques designed to achieve short term objectives,
such as to stimulate a purchase, encourage store traffic or simply to build excitement for a product
or brand. Traditional sales promotions techniques include:
• Price deal: A temporary reduction in the price, such as 50% off.
• Loyal Reward Program: Consumers collect points, miles, or credits for purchases and redeem
them for rewards.
• Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage marked
on the package.
• Price-pack/Bonus packs deal: The packaging offers a consumer a certain percentage more of
the product for the same price (for example, 25 percent extra).
• Coupons: coupons have become a standard mechanism for sales promotions.
• Loss leader: the price of a popular product is temporarily reduced below cost in order to
stimulate other profitable sales
• Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper for delivery.
• Checkout dispensers: On checkout the customer is given a coupon based on products
purchased.
• Mobile couponing: Coupons are available on a mobile phone. Consumers show the offer on a
mobile phone to a salesperson for redemption.
• Online interactive promotion game: Consumers play an interactive game associated with the
promoted product.
• Rebates: Consumers are offered money back if the receipt and barcode are mailed to the
producer.
• Contests/sweepstakes/games: The consumer is automatically entered into the event by
purchasing the product.
• Point-of-sale displays:-

▪ Aisle interrupter: A sign that juts into the aisle from the shelf.
▪ Dangler: A sign that sways when a consumer walks by it.
▪ Dump bin: A bin full of products dumped inside.
▪ Bidding portals: Getting prospects
▪ Glorifier: A small stage that elevates a product above other products.
▪ Wobbler: A sign that jiggles.
▪ Lipstick Board: A board on which messages are written in crayon.
▪ Necker: A coupon placed on the 'neck' of a bottle.
▪ YES unit: "your extra salesperson" is a pull-out fact sheet.
▪ Electroluminescent: Solar-powered, animated light in motion.

• Kids eat free specials: Offers a discount on the total dining bill by offering 1 free kids meal
with each regular meal purchased.
• Sampling: Consumers get one sample for free, after their trial and then could decide whether
to buy or not.
New technologies have provided a range of new opportunities for sales promotions. Loyalty cards,
personal shopping assistants, electronic shelf labels, and electronic advertising displays allow for
more personalised communications and more targeted information at the point of purchase. For
example, shoppers may receive alerts for special offers when they approach a product in a specific
aisle.
Trade Sales Promotion techniques

• Trade allowances: short term incentive offered to induce a retailer to stock up on a product.
• Dealer loader: An incentive given to induce a retailer to purchase and display a product.
• Trade contest: A contest to reward retailers that sell the most product.
• Point-of-purchase displays: Used to create the urge of "impulse" buying and selling your
product on the spot.
• Training programs: dealer employees are trained in selling the product.
• Push money: also known as "spiffs". An extra commission paid to retail employees to push
products.
Trade discounts (also called functional discounts): These are payments to distribution channel
members for performing some function .

Personal selling occurs when a sales representative meets with a potential client for the purpose
of transacting a sale. Many sales representatives rely on a sequential sales process that typically
includes nine steps. Some sales representatives develop scripts for all or part of the sales process.
The sales process can be used in face-to-face encounters and in telemarketing.

Publicity is defined as the way of disseminating information to the public at large, through media.
It can be in the form of news, stories, event information or write-ups, that creates awareness and
credibility in the people regarding a brand, product or the company offering them.

Publicity aims at spreading the information or news, to the maximum number of people, in
minimum time. It is a non-paid form of communication, which is not under the control of the
company. It can be a positive review regarding a product, i.e. mobile, television, refrigerator, etc.
given by a satisfied customer, or information published in the newspaper regarding the quality-
rich services provided by a company, or it can be a simple word of mouth, etc.

In a nutshell, publicity has nothing to do with the company’s sales; it is all about creating awareness
in general public through editorial or unbiased comments concerning a product.

Public Relations can be understood as the strategic management tool, which helps an organization
to communicate with the public. Here, ‘public’ means the group of people that have an interest in
or impact on a company’s ability to achieve business objectives. It is not only concerned with
getting public attention, but it also aims at reaching the goals of the organization, by
communicating the message to the target audience. It includes press releases, crisis management,
social media engagement, etc.

Public Relations is all about maintaining the positive image of the company in the eyes of the
public and developing strong relationships with them. It encompasses a range of programs
organised by the company to promote its product and services. There are many companies, which
have public relations department, which looks after the attitude of the appropriate public and also
spread information to them, to increase the goodwill.
The functions performed by the public relations department include press relations, corporate
communications, counselling, product publicity, etc.

BASIS FOR
PUBLICITY PUBLIC RELATIONS
COMPARISON

Meaning Publicity refers to a public relation Public Relations is a marketing

function, that uses any tool, that is used to maintain
communication channel to convey goodwill and reputation of the
news or information about someone or company and its product among
something, through media. people.

Control It is not under the control of company. It is controlled by the company

Nature Positive or Negative Positive

Form of Non-paid Communication Paid Communication

communication

Intends Public awareness Public attention