Is all publicity actually good publicity?

Q: There is a saying that “any publicity is good publicity.” Discuss what you think about this statement.

When I hear the statement “any publicity is good publicity,” I have conflicted feelings. This statement mainly applies to celebrities, politicians, and corporations and is typically brought up when seemingly bad press surfaces about them. The thing is that even if they are having negative news spread throughout the media about them, the media is still talking about them. They are still being brought to the forefront of the public’s mind, so people are constantly being reminded about them. Often times all the publicity keeps the person or company relevant, even if it is negative.

            Thinking about this statement I immediately think of Miley Cyrus. At the 2013 MTV Video Music Awards, Miley Cyrus made headlines with her provocative and crazy performance. People were talking about how she has gone crazy and is taking things to far to get away from her Disney image, that she would be the next celebrity to have a breakdown. This stunt and the stunts that Miley Cyrus has followed it with have shown that it was all perfectly calculated. All of the ‘negative’ press that followed proved to be good for the performer’s career. Her fans still love her and buy tickets to her shows and her CDs, while others are following her to see what crazy stunt she will pull next. Looking at the VMA stunt, people still think and talk about it, it is still relevant. In Miley Cyrus’ case, “any publicity is good publicity” most definitely applies.

            With major companies and corporations, the statement is not necessarily as true. For the past 10 years GM has had problems with their vehicles that has just forced them to have a massive recall of at least 1.5 million vehicles. This recall has made headlines everywhere; getting plenty of negative publicity for GM. Any publicity is not good publicity for GM. They are being kept relevant and in the consumers mind, just not for any reason to be proud of. The public wants to know what is happening with the company, but they this publicity will not inspire a consumer to go purchase a GM vehicle after a previous problem has been ignored for ten years.

            Seemingly negative publicity can be good publicity, but that is not the case in all situations.

The Role of the Internet in Sales Promotion

Q: Discuss the role the Internet is playing with regard to sales promotion. Why are many companies moving promotions such as contests and sweepstakes online?

The Internet and other technology just as smartphones are contributing majorly to a change in the way that consumers and businesses alike operate. As the presence of the Internet grows and consumers increasingly rely on the Internet to gain information about products and services, it is important for many companies to have a strong online presence. The Internet allows companies to display their products and services to a larger market audience and to more easily establish and build their brand in a cheaper manner than if they conducted mass marketing through another channel.

Due to this growth of technology and the Internet in general, many companies choose to conduct much of their sales promotion online. Contests and sweepstakes are some promotions that have grown through online presence. So many companies of different industries use this method for their contests and sweepstakes such as food companies like Lays, professional sports teams like the Pittsburgh Penguins, and clothing stores like American Eagle. Lays has a contest where consumers can enter online new flavors for chips at www.dousaflavor.com to win $1 million if their creation is selected. The Pittsburgh Penguins often have many contests/sweepstakes going on through both online and mobile mediums where participants can win varying prizes from money to game tickets by entering their name online or sending an answer to a question via text message. Additionally American Eagle conducts contests online for their Live Your Life campaign through submitting picture to be voted on by the public. Conducting these promotions online provides several benefits for the companies.

One advantage of conducting sales promotions such as contests and sweepstakes online is the cost. Even when calculating in the development and programming costs for online promotions, it is still cheaper than more traditional methods. Traditional methods require the company to pay for developing and printing out many paper products and supplies for different locations that the contest/sweepstakes will be conducted, as well as paying for advertising for the promotion. Conducting it online, the company only has to have the contest entrance in one spot, that doesn’t require any physical product, as well as the ability to advertise for it on their other social medias and can provide a direct link to the contest/sweepstakes page. Overall the cost for online promotions can be the much cheaper alternative for companies.

Additionally online sales promotions allow the companies to more directly reach their target market. Internet promotion can still be mass marketing but through many sites acknowledging the users interests, the company can choose to advertise only to those that have expressed interest in the company or similar companies.