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.

Advertising through television is one of the most popular forms of advertising for companies. Consumers cannot watch one half hour of TV without being exposed to at least ten minutes of commercials. Even just outside of the usual television advertising through commercials, companies can also place advertisements within programs in a more subtle way. This advertising through television brings with it many advantages as well as presenting many limitations. Advantages of this can also be seen as limitations.

One advantage of television advertising is the ability for greater creativity and impact. Companies can be more creative with their techniques and are able to demonstrate and show off their product or service. Typically the amount of creativity in this media is especially shown off during major events, such as the Super Bowl. Advertisers take the opportunity to set out to create something that will be eye-catching and will make the consumer pay attention. Advertisers have room to be creative and think outside to box Recently many companies have utilized a ‘prank’ like approach to advertise. This is seen through the advertising for the most recent mid-season premiere of the Walking Dead on AMC. 

Another advantage of television advertising is the widespread coverage and cost effectiveness. While the cost of putting together and distributing a commercial is typically quite expensive and can also be a limitation, if the company is attempting to reach a mass-market and widespread audience, this media is more cost effective than creating different advertisements and distributing them everywhere desired.

The Big Bang Theory demands the highest amount of money for a 30-second advertisement at $326,260 (Crupi, 2013). This high cost is justifiable for advertisers based on the shows ratings. On average 19.2 million adults in the 18-49 demographic watch the show (Crupi, 2013).

The cost of television advertising is also seen as a limitation. Not only do advertisers have to pay the high cost to have their commercial placed during a program, but they also need to consider the expenses of creating and producing a quality commercial that will be effective. On average it costs $298,000, a cost that continues to rise with more elaborate commercials (McClellan, 2013).

Selectivity is another factor that can be both an advantage as well as a limitation. Companies can target their audience by displaying their ad on certain television channels such as E! for women, or Sports Center which breaks down the markets. Though this is also a mass media so the companies can be spending all of this money to reach consumers who are not in their target market, making it an ineffective effort.

Belch, G.E., & Belch, M. A. (2001). Advertising and Promotion: An Integrated Marketing Communications Perspective (5^th ed.). Boston, Mass.: Irwin/McGraw-Hill.

Crupi, Anthony. (13 October 2013). A Pricing Guide to the 2013-2014 Broadcast Season. Ad Week. Retrieved 18 Feb. 2014 from http://www.adweek.com/news/television/big-bang-theory-gets-highest-ad-rates-outside-nfl-153087

McClellan, Steve. (29 January 2013). Costs for TV Spots Rocket 7%. Media Daily News. Retrieved 18 February 2014 from http://www.mediapost.com/publications/article/192213/costs-for-tv-spots-rocket-7.html