DO
YOU ALWAYS GET WHAT YOU PAY FOR?
PROMOTION vs. PUBLICITY
The following activity is designed to illustrate the difference
between advertising and publicity.
1. Select a full-page advertisement
from a magazine of your choice (choices are limited, however, to the
magazines provided by yours truly) and carefully remove the ad.
2. Document 1—Using
the ad you selected, type responses to the five items on page 245 that
a business tries to accomplish in an advertisement (features/benefits,
where sold, etc.). Do not print at this time—you will add more
to this document later.
3. Draw a “Positive”
or “Negative” card. Or, assign every other person + or -
.
4. Document 2—Compose
and type a newspaper article (publicity) about your company, using a
+ or – message, depending on what you drew or were assigned. Use
the following guidelines. When finished, print Document 2.
- Use Times New Roman or
Arial only. Headline: 16, Byline 12, Article 14
- Center an appropriate
headline for your article. Should indicate + or -.
- Include a byline. Use
your real name!
- Change to 3 columns (this
point forward), T/B margins 1”, sides .5, justified text, line
spacing 1.5, line between columns.
- Answer Who, What, When,
Where, How in your article.
- Include details and any
newsworthy information that is appropriate for your article (and for
school). Be creative and original—inform and “entertain”
me.
- Use correct spelling and
grammar (spell check is still free).
- You may add up to 2 article-appropriate
graphics, no larger than 1.5” square. Graphics may be located
anywhere in the article. Wrap text appropriately.
5. Retrieve Document 1—Add
3-4 blank lines after Instruction #2.
- In 3-4 sentences, explain
how this “free” publicity helped or hurt the image of
your company. Print Document 1.
6. Staple in this order:
Document 1, Document 2, Advertisement. Turn in.
Donna Dorsey
Diamond R-4 Schools
401 S. Main Diamond, MO 64840
