Atentie la diferente

Advertising vs. Publicity

 Advertising = non-personal mass communications using mass media. The content is determined and paid for
by a clearly identified sender (the company).
 Publicity = impersonal mass communications in mass media. Not paid for by a company; the content is written
by journalists. (Negative publicity is also possible)
Asemanari:
- They are both impersonal (non-personal) mass communications.
- They both use mass media.
Diferente:
- The advertising is paid by the company, which decides the content. The company is clearly identified as the sender
- Publicity is not paid. The journalist decides the content. This is why it has more credibility than advertising.

Personal communications vs Mass communications:

- Personal communications: The message is conveyed to known and individually addressed persons
- Mass communications: uses the mass media to reach a broad audience whose members cannot be identified

Image communications vs Action communications:

Image communications Action communications
(above the line communication) (below-the-line communications)
Goal: improve relations with target groups, Goal: stimulate purchases.
reinforce brand awareness and brand preference influence the buying behaviour, stimulate purchase

IMC vs traditional communications strategies:

- Traditional communications strategies: based on mass media delivering generalised transaction-oriented messages
- IMC = personalised, customer-oriented, relationship-based and interactive.
Aimed at building awareness and attitudes, and at influencing behaviour.
Traditional communications strategies IMC
- based on mass media - personalized
- generalized messages - customer oriented
- transaction-oriented messages - relationship-based
- interactive

Standardized campaign – Adapted campaign – Glocalized campaign