Importance of Publicity
- Publicity is effective medium to an disseminate message to the mass with more credibility. People have more trust on news given by publicity.
- The credibility level of publicity is much higher than advertising and other means of market promotion. People express more trust on what the third party independently says. It appears directly through newspapers, magazines, television, or radio by the third party. It is free from bias.
- It provides more information as the valuable information is free from space and time constraints. Similarly, publicity takes place immediately. No need to wait for time or space in mass media. It enjoys priority.
- The firm is not required to pay for publicity. The indirect costs related to publicity are much lower than promotion. other means of
- It is a part of public relations. It is free from exaggeration; it carries more factual information about company. It is more trustable. It helps
establish public relations. - Generally, publicity covers the varied information. It normally involves name of company, its goods and services, history, outstanding achievements, and other similar issues. The knowledge is more complete compared to advertisement.
- Publicity directly helps middlemen and sale persons. Their tasks become easy. Publicity speaks a lot about products on behalf of middlemen and salesmen. Sellers are not required to provide more information to convince the buyers.
- It is suitable to those companies which cannot effort the expensive ways to promote the product.
- Publicity increases credit or fame of the company. Publicity on company’s assistance in relief operations during flood, earthquake, draught, and other natural calamities highlights its name and social contribution in mass media. People hold high esteem to this company.