Marketing

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• Summary

Publicity is similar to advertising, in the sense that it is a non-personal form of communication. It takes place when favourable news is presented in the mass media about a product or service.

   The two important features of Publicity are as follows:

1. Publicity is an unpaid form of communication. It does not involve any direct expenditure by the marketing firm; and
2. There is no identified sponsor for the communication as the message goes as a news item.