0 Deepak Asked: July 6, 2019In: Commerce How you differentiate advertisement from publicity? 0 Marketing 1 Answer Voted Oldest Recent admin Added an answer on July 6, 2019 at 6:39 pm Advertising refers to the indirect, one way communication used to promote the product to the mass audiences. It is a non-personal mode and has an identified sponsor. Basic objective is to inform, persuade and remind the customer about the product. It can be done through newspapers, magazines, radio, television etc. It is different from publicity as advertising is a paid form whereas publicity is unpaid. It does not have any sponsor and the company has no control over the message as the message is broadcast by the media. Publicity can be positive or negative. Credibility of advertising can be moderate to low but publicity is high. Advertising is different from publicity as advertising is a paid message by advertiser and has a identified sponsor hereas publicity is an unpaid promotion and sponsor is not identified. Message in case of advertising is under the firm’s control and repetitions are as per the advertiser which is not in the case of publicity. It may be positive or negative. Advertisements are positive only. Degree of credibility is low to moderate in advertising whereas it is high in case of publicity. A customer visits a TV dealer’s showroom. The dealer explains the benefits of the Brand X over Brand Y. It is neither advertisement nor publicity. Here, salesman directly explains the benefits of the product to the customer, it is personal selling. Sales Executive of a leading 5 Star hotel visits the general manager of a large travel agency and talks about the wide range of the services offered by the hotel. It is neither advertisement nor publicity. Here, sales executive is directly interacting will the prospect. It is also personal selling. A customer walks into a general merchant’s shop and whiel buying ‘Lux’ soap discovers that he can get a stainless steel spoon free if she buys ‘Hamam’ soap. So she bought Hamam soap. It is neither advertisement nor publicity. It is a sales promotion technique where firm attracts buyer by offering a product on the purchase. A toothpaste manufacturing company’s advertisement claims its brand whiten teeth. Some days later a report from a Dental Surgeon’s Conference was published in a newspaper stating that there is no ingre-dient in toothpastes that whitens teeth. It is a clear case of publicity. As the toothpaste company has not published the news at his own will and the news is not under their control. 0 Reply Share Share Share on Facebook Share on Twitter Share on LinkedIn Share on WhatsApp Leave an answerLeave an answerCancel reply Featured image Select file Browse Save my name, email, and website in this browser for the next time I comment.