Publicity
Campaign
The publicity
communication is usually put into a campaign. Therefore, a company
does not place adverts randomly or independently but organized within
a publicity campaign. Normally better results
are archieved when a company concentrates its efforts and the adverts
are organized into a campaign.
The publicty
campaign coordinates the adverts:
1.- Time.
Normally so that the adverts do not pass unnoticed it is necessary
to air them at certain periods of time. It is essential to carry
out a large publicity campaign on certain dates before the launch
of a product.
2.-
Coordinate the adverts with the different Media types. Normally
a publicity campaign incorporates adverts in different media types.
For example, if the advert on tv, in the press and on billboards
maintian certain common elements, the consumer will identify them
easily. If the billboard reminds us of the advert on the television,
the different adverts will mutually re-inforce each other.
3.-
It is essential to coordiante with the rest of the marketing plan.
You have to make sure the sales team go in the same direction as
the advert. The publicity should adapt to the marketing plan. For
example, if your perfume is low in price, it is difficult to announce
your product as being exclusive.
4.-
Co-ordinate everybody in the company that intervenes with the publicity
agency and other companies that are involved. Define the publicity
campaign. Be the focal point of contact for people and companies
involved.
There
are many synergistic effects in publicity. A synergistic effect can
be when the result produced by both parties is greater than if everyone
acted on their own. It is possible that sales will be greater if the
adverts on the television, in the press, radio and newspapers are
well co-ordinated instead of being separate. If we explain the campaign
to the sales team, intermediaries and employees you can again improve
co-ordination.
