Commercial Applications
Distinguish between sales promotion and publicity.
Advertising
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Answer
| S.No. | Basis | Sales Promotion | Publicity |
|---|---|---|---|
| 1. | Meaning | Marketing activities which stimulate consumer buying and dealer effectiveness. | Commercially significant news which has no sponsor and is non-personal. |
| 2. | Sponsor | Sales promotion is sponsored by the manufacturer/seller. | Publicity has no identified sponsor. |
| 3. | Payment | The seller pays for sales promotion activities. | The individual or firm involved does not pay for publicity. |
| 4. | Aim | To increase immediate sales or dispose of old stock. | To inform the public and build image. |
| 5. | Methods | Free samples, coupons, contests, premium offers, etc. | News releases, press conferences, feature articles, etc. |
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