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The confusion between the words advertising and publicity is not new. Many marketing professionals, as well as communication students, also say that the two terms have the same meaning. Really? Both must be analyzed under aspects of etymology, content and form. To clarify, once and for all, today's article will talk about:
Check out! After all, what is the difference between advertising and publicity?Much is said about the real difference between advertising and publicity. It is even the question of most students of the course. Although the two terms are intended to inform / communicate something, there are differences, the main one being that one is free and the other is not. Publicity is not free, so it is paid for by the promoters, that is, by the means of communication and resources used. It is aimed at audiences, has commercial purposes and preaches some fundamental values, such as comfort, health, well-being, beauty, quality of life and everything else that involves consumer behavior. Therefore, we can define publicity as the interaction between brands and their consumers, with the ultimate goal of selling. Advertising is free and ideological. Political, governmental and public health ads, for example, fit this question. The goal is not sales, but to inform the company of a specific subject. What is Publicity?From the Latin “publicus”, publicity is a way of making something more public, and it can be done with or without profit. It is focused on commercial communication and makes use of entertainment media, such as radio, magazine, newspaper, social networks and television, to attract attention and communicate with the public. As it is a marketing resource, publicity is very structured, so it can be spread by different media. When a personality is constantly in the media, for example, this phenomenon is called publicity. What is advertising?The word propaganda comes from “propagate” and multiply. In other words, we can understand it as a way to extend and expand communication regardless of the objective: idea, belief, commercial advertising, etc. Advertising is an instrument used to persuade ideas that may be ideological or not. It is practiced by the issuer's freedom of expression and its main function is to announce about the existence of a problem, quality of a product, imminence of a theme, among other points. Unlike publicity, advertising is free. Furthermore, it is ideological, as it allows the content to be directed with: - moral values; - religious values; - beliefs; - cultural values; - political spread. Therefore, the main intention of advertising is, above all, the search for sensitivity, spreading information and alerting society to a certain topic. How to apply each one?Now that you know the concepts and the differences between advertising and publicity, here's how to apply each one to your business strategy: To work with publicityAs you have seen, publicity is part of marketing and is, most of the time, intended to sell to the public that is being targeted. For this, a lot of strategic planning is needed to focus the efforts and reach the goal with advertising. It is important to know that it is directly linked to the market, so if you do not know your target audience and / or do not know the profile of your consumer, there is no way to advertise. Among the most used strategies are: - product publicity: this type of advertising has the idea of promoting a product in the market, highlighting its differentials and benefits in relation to competitors; - service publicity: similar to product advertising, however, with the difference that it focuses on service, that is, internet services, telephony, among others; - promotional publicity: involves all media, such as television, radio and social networks, for example, to entertain and publicize brands, products and services. You do not necessarily need to use only one medium for dissemination, but rather compile several; - comparative publicity: in USA it is not allowed to make an explicit comparison between market competitors, however, you can praise its main benefits and say why your audience should choose your product and not the competitor, indirectly, of course. To work with advertisingAdvertising has an ideological and non-commercial character. Therefore, it is allowed to be aimed at: - party institutions: to make electoral advertisements and disseminate ideas from parties and politicians, with the intention of persuading an ideological line; - religious institutions: with the idea of spreading the message and winning new believers; - governmental / municipal institutions: it is still political, but it can focus on an awareness campaign, such as health or education, for example. ConclusionWe can define, then, that publicity is part of marketing and consumer media, with the aim of communicating, entertaining and, sometimes, selling to the intended target audience. Advertising, on the other hand, is of an ideological nature and aims to inform, nonprofit.
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