1. Sales Promotions & Incentives
Promotions Mix
Sales Promotions & Incentives
Advertising
Personal Selling
Publicity

2. Publicity
Unpaid form of non-personal communication, in which the agency is not identified as being the direct sponsor of the communication.
Examples….
Photo or story in the paper
Radio news story
Michelle’s pickle theft story.

3. How to Get Publicity Story is ideal for a particular section
Story will be interesting to the audience
Use carefully selected gimmicks
T-giving on the Mayflower
Waterslide races
Newsworthy story
Human interest, timeliness

4. News Releases Top information For Immediate Release Date
Contact name, title, phone
May differ from last paragraph

5. 2011

6. News Releases Headline 10 words or less To the point, not “pun”ny
Normal apartment-building boom may slow
Sustainability committee progressing on campus
ISU Runs Past Western
To the point, not “pun”ny
Take A Glance At ISU Head Coach Career

7. 2011

8. News Releases Opening paragraph Summary lead 5 W’s & H
Who, what, when, where, why, how
Summarize the news release
Following paragraphs provide detail
The hook – what will interest them?

9. Hook

10. News Releases Body Inverted pyramid NO FLUFF Quotes…
any and all self promotion which in turn makes your press release sound like an advertisement
“Want to have fun and meet new people?”
Join us for this fun, fabulous event…”
“The biggest event ever”
Quotes…

12. News Releases Closing paragraph
Critical contact info

13. News Releases Design issues 8.5 x 11 paper
1 inch margins, double spaced
1 sided paper…electronic submissions
-more-
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14. Sales Promotions & Incentives
Promotions Mix
Sales Promotions & Incentives
Advertising
Personal Selling
Publicity

15. Advertising
Paid form of communication through the media that is paid for & controlled by sponsoring agencies.

16. Publicity v. Advertising
Free
+/-
No control
Limited means
Newspaper, radio, TV
Advertising
Paid +
Full control
Multiple entities…

17. Examples Banners Street poles Electronic message boards Dasher boards
In-ice or on-field messages
Courtside messages
Scoreboards
Superimposed ads for television
Logo placement opportunities
Restroom boards

18. Media Considerations Preferences of target market Product Message
Students vs professors
Product
Corvette vs. Domino’s pizza
Message
Simple vs complex
Cost….reach, size/length, production

19. Social Media
Facebook
Podcasts
Blogs
You Tube
Twitter
Big 10 Fleece