Abstract
• Publicity is a vital arm of marketing. In the wider sense it covers all marketing communications — advertising, public relations, direct‐mail, brochures, display, films, exhibitions. • Before deciding which publicity technique to use, identify and analyse your problem in communication terms. • Establish the desired relationship between editorial publicity, advertising and direct‐mail, and plan your campaign accordingly. • Technical arrogance and poor interdepartmental communication can prevent industrial companies from developing their full potential. • The presentation of facts about your company and the offer of sound career opportunities, is the key to the recruitment of the best brains. • What image does your company present to the financial and investment worlds?
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