Question

Explain the following elements of Promotion Mix :

(i) Advertising

(ii) Public Relations

Hint:

Advertising is paid, impersonal and has an identified sponsor. Public relations promote or protect the image of the company.

Answer 1

Step 1: Element 1: Advertising - meaning:
Advertising is an impersonal form of communication, which is paid for by the marketers (sponsors) to promote some goods or service.
It is given through media such as TV, radio, newspapers, hoardings and the Internet.

Step 2: Element 1: Advertising - features:
It is undertaken by an identified individual or company, who makes the effort and bears the cost of it.
It reaches a large number of people at the same time and helps to build the brand image.
Being impersonal, it has no direct feedback. The media cost can also be high.

Step 3: Element 2: Public relations - meaning:
Public relations involve a variety of programmes designed to promote or protect the image of a company and its individual products in the eyes of the public.

Step 4: Element 2: Public relations - working:
It is imperative to manage public opinion and the relation of the company with the public on a regular basis.
The firm uses press releases, press conferences, sponsorship of events, community programmes and corporate communication.
The aim is goodwill, and the media coverage is often free or low cost.

Final Answer:
Advertising is a paid impersonal message by an identified sponsor, while public relations build and protect the image of the firm in the public.