Concept of the publicity

11 December 2008 - 17:13

The publicity is one of the elements of Mezcla de Promoción or Comunicación, being most effective of them to promote a product or the service, although, on the other hand, most expensive.

The publicity consists of giving to know, to inform and to make remember a product or service to the consumers, as well as persuade them or stimulate them to realize the purchase or acquisition, through use of a communication and impersonal means, that is to say, a communication and means that go at the same time directed to several people.

It is possible to also define to the publicity like the announcement or message that is sent to the consumers through means or advertizing channels.

We do not have to confuse the publicity with the propaganda, which consists of the diffusion of doctrines or ideas, for example, nuns, policies, etc.

The publicity is made up of the following elements:

Emitter

He is the one in charge to define the advertizing objectives, advertizing means and the advertizing messages that will be sent to the receiver (public). The Emitter is the business or company that sends the advertizing campaign.

Advertizing objective

It is the objective that is tried to reach when doing use of the publicity, for example, the one to present the existence a new product, the one to inform on his main characteristics, the one to persuade or to motivate his purchase, the one to make remember his existence, etc.

Half or advertizing channel

It is the means or channel through what the advertizing message is sent to the objective public; advertizing means examples are: the television, the radio, newspapers, magazines, Internet, traditional and electronic mail, fairs, campaigns, events, posters, posters, pamphlets, steering wheels, etc.

Advertizing message

It is the message that is sent to the objective public through means or advertizing channels.

The advertizing message must indicate the main characteristics, benefits or attributes of the product. It must be compound of a language clear, flowed and easy to understand.

The advertizing message will have to catch the attention of the consumer, and will have to be a truthful message, something that the product does not own or something is not due to offer that cannot be fulfilled.

Receiver

It is the one who receives the advertizing message, through advertizing means or channels. The receiver is conformed by the objective public.

Image: Saquan

Labels: Concepts, Marketing, Promotion and publicity

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Related contents:

1. Advice on the use of the publicity
2. 10 requirements for an effective publicity
3. Steps to send an advertizing campaign
4. Recommendations on the use of the publicity
5. Advertizing means or channels