The Distinction of Advertising, Promotion and Publicity

Advertising, promotion and publicity are three distinctly different strategies that are frequently used together to increase sales. The goal of each of the three strategies is to influence consumers purchasing decisions. It is important to remember, that advertising, promotion and publicity alone cannot generate significant demand for a product if consumers do not like the product or it does not meet a specific need.

Advertising
Advertising includes both printed and electronic communication to deliver information about a product or business to potential and existing customers. It is important that an advertising campaign is directed at the target market both in terms of content and where the ad is going to be aired or printed. Advertising has a number of functions some of which are:
1. to inform customers of the existence of the product
2. to inform customers why they should purchase the product (i.e., saves you money)
3. to remind consumers that they might want to purchase the product (i.e., Folgers Coffee, need coffee to get your morning going)
4. to associate specific qualities with a product (i.e., Nike shoes make you a better athlete)
5. to help differentiate a product from the competition (i.e., locally grown produce)
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Promotion or Sales Promotion
Sales Promotion involves customer response and involvement as opposed to advertising which involves delivering information about a product or business to potential and existing customers. However, product advertising and promotion are frequently used together. For example, a car dealer may advertise by running a free hotdog and soft drink promotion for individuals who visit the business. Promotions are a way to entice the customer to purchase a product though a special activity. Everybody is familiar with promotional strategies like clearance sales, in-store sampling and product give aways.

The following is a short list of possible promotion strategies for small business owners. A variety of promotional and marketing techniques need to be utilized to build product sales. Some of the more common promotional or marketing techniques are:
• Create an image with well-designed product label and promotional display
• Design a brochure that best explains products or the business.
• Design a point of purchase display for various products.
• Design and distribute company calendars, mugs, pens, note pads or other advertising specialties displaying the business name and logo.
• Design and distribute a free "how to do it" hand out related to your products (e.g., traditional and new uses for beef products).
• Frequent shopper programs.

Publicity
Publicity might be considered inexpensive or free advertising, i.e., local newspaper running a feature story on your business. Many times, advertising sources can also provide a business publicity if the media can be convinced that the business has a good story. There are a number of sources of publicity that can often achieve the same goals as advertising.