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Advertising versus Publicity
Advertising is the obvious way to promote a business or product.
Once you learn the techniques of creating and testing great ads, and
the right places to advertise - it can produce results - but at the
end of day, your results will depend directly to the
amount of advertising space you buy, which is itself dependent on
your advertising budget.
Publicity is the smart way to promote a business or product. Good publicity
allows you to achieve results totally disproportionate to the amount of
money and effort put in.
This chart compares these two marketing techniques:
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Advertising
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Publicity
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Expensive
You pay for every placement of your ad, which is obviously going to expensive if you want a lot of exposure
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Cost-Effective
A great story can snowball. Editors may be failing over themselves to cover your company or products. Imagine getting statewide, nationwide or even international exposure, absolutely free.
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In "The Advertising Ghetto"
Most media clearly separate advertising from editorial. Many readers will therefore find ways to either avoid reading your ad completely, or if they do read it will read it with less interest.
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You're the Story
Generally readers buy newspapers to read the news. They buy magazines to read the articles. If you're featured, they will read about you.
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Lack of Credibility
Do you believe everything said in advertisements?
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Strong Credibility
Readers trust independent authority figures including reviewers, columnists, journalists and broadcasters. An article about your business has far more credibility than an advertisement ever could have.
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Resources:
- Press Release Fire
A definitive guide to using press releases, including to get a high ranking in Google and other search engines.
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