Promotions Mix
Advertising
Sales Promotions &
Incentives
Personal Selling
Publicity
Publicity Unpaid form of non-personal
communication, in which the agency is not identified as being the direct sponsor of the communication.
Examples…. Photo or story in the paper Radio news story
How to Get Publicity Story is ideal for a particular
section Story will be interesting to the
audience Use carefully selected gimmicks
T-giving on the Mayflower Waterslide races
Newsworthy story Human interest, timeliness
News Releases Top information
For Immediate Release Date Contact name, title, phone
May differ from last paragraph
2011
News Releases Headline
10 words or less Normal apartment-building boom may slow Sustainability committee progressing on campus ISU Runs Past Western
To the point, not “pun”ny Take A Glance At ISU Head Coach Career
2011
News Releases Opening paragraph
Summary lead
5 W’s & H Who, what, when, where, why, how Summarize the news release Following paragraphs provide detail
The hook – what will interest them?
Hook
News Releases Body
Inverted pyramid NO FLUFF
any and all self promotion which in turn makes your press release sound like an advertisement “Want to have fun and meet new people?” Join us for this fun, fabulous event…” “The biggest event ever”
Quotes…
News Releases Closing paragraph
Critical contact info
News Releases Design issues
8.5 x 11 paper 1 inch margins, double spaced 1 sided paper…electronic submissions -more- ###
Promotions Mix
Advertising
Sales Promotions &
Incentives
Personal Selling
Publicity
Advertising Paid form of communication through the media
that is paid for & controlled by sponsoring agencies.
Publicity v. Advertising Publicity
Free +/- No control Limited means
Newspaper, radio, TV
Advertising Paid + Full control Multiple entities…
Examples Banners Street poles Electronic
message boards Dasher boards In-ice or on-field
messages
Courtside messages
Scoreboards Superimposed
ads for television
Logo placement opportunities
Restroom boards
Media Considerations Preferences of target market
Students vs professors
Product Corvette vs. Domino’s pizza
Message Simple vs complex
Cost….reach, size/length, production
Social Media Facebook Podcasts Blogs You Tube Twitter
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