How do publicity and advertising differ? How are they related?

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Publicity and advertising both have similar effects in raising awareness about a company, product, or service. However, they differ in very important ways.

With advertising, a company has direct control over the messaging. The company chooses what to say, when to say it, and in what form it is said....

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Publicity and advertising both have similar effects in raising awareness about a company, product, or service. However, they differ in very important ways.

With advertising, a company has direct control over the messaging. The company chooses what to say, when to say it, and in what form it is said. This includes TV commercials, email marketing campaigns, billboards, and printed ads. Most advertising involves repeating the message many times in order to capture and retain the attention of potential customers. This is a large investment, and companies need to determine if the money spent on advertisements will be returned as a result of their messaging.

Publicity is different in that the company is not in control of the messaging. Publicity refers to what people say about a company and its products or services. It is the awareness behind a business or product and how that awareness is conveyed to the public.

Publicity comes from third parties of their own volition. As a result, it comes at no direct cost to the company. Unlike advertising, which is always positive, publicity can be positive or negative and it can be difficult, if not impossible, for a company to control. Publicity can exist in print, online, or on the airwaves or be transmitted by word of mouth.

In some ways, publicity is more authentic than adverting. Since it comes from a third party independent sources, publicity is usually less biased in favor of a company or product.

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