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MARKETING MANAGEMENT — OCM STD 12 Commerce — Question

Gujarat BoardEnglish MediumSTD 12 CommerceOCMMARKETING MANAGEMENT3 Marks
Question
Explain in brief the role of publicity.
✓

Answer

Introduction :
  • Manufacturers can create demand by advertising their product.
  • But they have to pay amount to media – of advertisement.
  • Manufacturer can promote the product before public through public media especially on certain occasions, and promotes product through publicity.
  • Meaning of Publicity :
  • Publicity is a non – personal communication in which without paying, information about the product or business is given through media.
  • Publicity :
  • Includes address to public, lecture delivered to public, discourse or presentation or an interview on radio, T.V., and newspaper.
  • Donations given to charity institutions, inauguration of new office by film star or cricketer etc.
  • Role of Publicity :
  • Publicity is the most realizable means in all promotion mix.
  • This is the cheapest means of promotion as the company has to not to pay anything.
  • Public relation task is included in publicity.
  • Marketing manager can provide better marketing information with less efforts.
  • Publicity is an effective media for effective mass communication.
  • Publicity is useful to sales mediatory of business.
  • Due to this, many potential customers can receive information regarding the product.

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