Advantagesof Advertising over Publicity
Thoughpublicity and advertising employ the mass media a means of getting tothe consumers, they are two diverse communication tools. Publicity inthe marketing aspect entails non-personal communication and istypically conveyed through mass media. It is generally meant to drawconsiderable attention towards a company as well as their productswithout necessarily paying the media for it. On the other hand,advertising entails a kind of marketing whereby consumers arepersuaded, manipulated or encouraged to purchase a certaincommodities offered by the company. This paper will try to illustratesome of the advantages of advertising over publicity as a marketingtool.
Controlover the message
Advertisementsgenerally entail buying of media space. It can be in print media,broadcast among others. In that respect, the company has control overthe message being aired or written. The company is in sole control ofthe elements to be aired and the kind of market being targeted.Unlike publicity, whereby the conveyer such as the media determinesthe message passed across, advertisement is all dependent on thecompany itself. The company has substantial control on what is to beaired, time among other aspects depending on the terms involved suchas monetary. Publicity does not compel the media to ask forpermission or limit the extent to which the message can be relayed. Amedia can therefore air whatever they deem is necessary withoutemploying the company [ CITATION Mic02 l 1033 ].
Choiceof the media
Advertisingallows a company to choose the media for conveying its message. Anadvertising company selects a suitable media i.e. that has manyaudience and purchases air time. It can also choose the appropriatetime to air the advert. For instance, the time most audience areprobable to watch. Additionally, they select a media that isconsistent and likely to reach its target market. However, publicitydoes not necessary make the choices on who to or not cover. Thetiming is also not dependent on them. The media may choose its owntime to make remarks about the company or product that is notsuitable to the target market [ CITATION Mic02 l 1033 ].
Reliabilityof the message
Negativepublicity can ruin a company’s aspirations. For instance, a columnmay appear in the dailies that are blatant lies without the company’sknowledge or rather permission. In that respect, it results intonegative impacts on the targeted company. However, this cannot beassociated with advertising. This is because a company cannot pay foradvertising space and then be viewed from a negative perspective.Therefore, advert messages tend to be more reliable than thefluctuating publicity statements [ CITATION Ben12 l 1033 ].
Theamount of time afforded to advertisements is dependent on thecompany’s deal with the media. It can be afforded substantial timeand in a frequent manner that enables the audience to view it. Inmost cases, the audience become acclimatized to certain adverts dueto the frequency by which they appear in the media. However, it isnot the case for publicity. Publicity is not afforded considerableamounts of time due to the simple reason of being free. As much asthe media can mention certain company products as well as the companyitself, the frequency and the amount of time allocated to the samecannot match the advertisements [ CITATION Eri11 l 1033 ].
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