Publicity
- part of the Promotional Mix
 
last updated 2010 March 29
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Promotional
Mix

basics

Promotional Mix - a reminder that generating Publicity is part of the Promotional mix, and also includes
 
  • Personal Selling 
  • Mass Selling 
    • Advertising 
    • Publicity 
  • Sales Promotion 
It is a generalization to say that when most people think of marketing they erroneously thinking of advertising - not understanding that marketing includes 
(P) roduct
(P) rice
(P) lace
as well as (P) romotion
and that Advertising is in fact a sub-set of promotion.
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What is publicity When a company endeavours to develop Mass Selling, and they pay for the circumstances leading to awareness of their product, we refer to this as Advertising. When they try to develop awareness of their product, without having to pay for it, but creating some controversial or newsworthy thing that gets mentioned in the media, or is passed along by word-or-mouth, we refer to this as Publicity.

Generally speaking, in 2010 and beyond, more and more companies are trying to develop awareness of their product using Publicity because there is a consideration that younger people are jaded by mass advertising and are more likely to be interested in something because a friend mentioned it, or because they saw the product used in a "natural setting".

Strategically developing tactics to create a "buzz" about a product, and having the message spread through new technologies, such as the web, and by extension Facebook, Twitter, YouTube etc. is referred to as Viral Marketing and is a  unit you can access here  witiger.com/ecommerce/viralmarketing.htm 

The information on this page is dedicated soley to examples of companies that were able to position their product to "get some publicity", or a situation where a product was used in a way, or featured in a way that the company gained publicity.

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Positive Publicity 
- by accident

Almost every newspaper in Canada ran pictures of the Canadian Olynmpic Women's hockey team celebrating their gold medal win at centre ice with a "few cold ones" and cigars. While some uptight people made stupid comments about the appropriateness of this - bottom line, the women and the beer were on front page of many papers.

You literally could not buy this "golden" publicity and I am sure Molson's was very happy about this publicity indeed. WTGR's opinion - hell, if i won a gold medal, i'd smoke a cigar and drink beer on centre ice too.
cc
Positive Publicity 
- by accident

In 2nd week of July 2008 Prof. Richardson was interviewed on CTV television show "Canada AM" for a segment on GPS.

The clip is very brief, but it provides a useful intro to the basics of
GPS
SPS
PPS
and AGPS

During the segment, Prof. Richardson explains some featues of how GPS works and the camera zooms in and shows Richardson's Garmin GPS that he is using to explain. This is great publicity for Garmin since it is featured in a very reputable way. You can watch the clip on the CTV website at 
 http://watch.ctv.ca/news/top-picks/wireless-world/#clip65751 
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Positive Publicity 
- by design

Obama Girl

During the 2008 Presidential campaigh a wanna-be U.S. actress (Amber Lee Ettinger) did a (now famous) YouTube Video in which she sang about how she was supporting Obama. 

Later, in interviews, she confessed she didn't know much about politics and it was just a way for she and her boyfriend to get a boost to her modelling career.

The video went viral and soon had more than a million hits - and cause many thought it was kewl, it translated into a boost for Obama.

So the publicity in this case was done "by design" by Amber, and did pay off because she ended up becoming quite famous by the end of 2009. The "by product" was Positive Publicity by accident for Obama since he got to be associated with (at the time) a kewl way of endorsing candidates.

see Obama Girl vs Giuliani Girl  www.youtube.com/watch?v=ekSxxlj6rGE 
While this is an example of crafting publicity by design, you have to be very careful because when something like this "goes viral", it could end up in a negative situation for the originator, as is the case with the girl called Giuliani Girl - it resulted in Giuliani looking fake.

c

Controversial Publicity - by design
- facilitated by creating some "Edgy gossip/Buzz Marketing"
"Ads or messages that create controversy by challenging the borders of taste" c
A good example of a situation that "created controversy" and was strongly accused of "challenging the borders of taste" was the proposal by 
c"dating service" Ashley Madison, to plaster a TTC car with a slogan from their marketing.
The proposal was met with a lot of public discussion as people protested against the TTC
allowing a company to promote infidelity on their street cars.
http://www.thestar.com/news/gta/article/737900--adultery-website-gets-free-ride-without-paying-ttc-a-cent
Most of the major newspapers in Toronto discussed the story in the 2nd week of Dec 2009.

Prof. Richardson was interviewed by the Toronto Star about the viral marketing tactics being used and commented.

Richardson said "the TTC's blessing or lack of it is irrelevant. "They got Ashley Madison.com on the front page of the Sun," he said.

As a publicity tactic, what Ashley Madison did was brilliant - they got a massive amount of free publicity for something they simply said they might do - they didn't have to spend a penny on one ad for one street car. The fact the publicity was controversial is "OK" for Ashley Madison because Ashley Madison is in itself a controversial company in a controversial business.
WTGR
Negative Publicity 

3rd week in Feb 2010 the news was focusing on Toyota's massive safety recall.

Prof. Richardson was interviewed on BNN TV and explained, publicly, the fact that a point of conflict between Toyota and U.S. law enforcement officials was related to the "Event Data Recorder" being encrypted.

You can watch Prof. Richardson's interview on BNN and learn why the Event Data Recorder was an issue that gave further negative publicity to Toyota.  http://watch.bnn.ca/#clip270260 
Negative Publicity 

Negative Reviews and Ratings by Clients or Consumers

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