publicity stunt là gì

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Publicity stunt in Salt Lake City, 1910: "Little Hip" the elephant, advertising newspaper and theater.
Austin A40 Sports, circa 1951. To promote the A40 Sports, Leonard Lord, Chairman of Austin, bet Alan Hess of the company's publicity department that he could not drive round the world in 30 days in the xế hộp. In 1951, an A40 Sports driven by Hess[1] achieved the round-the-world feat in 21 days rather than thở the planned 30 (with assistance of a KLM cargo plane) – though the stunt had no eventual impact on sales.[2]
In 2013 in several large German cities, Planet Earth Account Community Enterprise (PEACE) organized events where money was distributed to tướng the public via a balloon.[3]

In marketing, a publicity stunt is a planned sự kiện designed to tướng attract the public's attention to tướng the event's organizers or their cause. Publicity stunts can be professionally organized, or phối up by amateurs.[4] Such events are frequently utilized by both advertisers and celebrities, the majority of whom are notable athletes and politicians.

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Organizations sometimes seek publicity by staging newsworthy events that attract truyền thông media coverage. They can be in the sườn of groundbreakings, world record attempts, dedications, press conferences, or organized protests. By staging and managing these types of events, the organizations attempt to tướng gain some sườn of control over what is reported in the truyền thông media. Successful publicity stunts have news value, offer photo, Clip, and sound bite opportunities, and are arranged primarily for truyền thông media coverage.[5]

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It can be difficult for organizations to tướng design successful publicity stunts that highlight the message instead of burying it. For example, it makes sense for a pizza company to tướng bake the world's largest pizza, but it would not make sense for the YMCA to tướng sponsor that same sự kiện. The importance of publicity stunts is for generating news interest and awareness for the concept, product, or service being marketed.[6]

Notable publicity stunts[edit]

JP Morgan and Ringling Brothers[edit]

In 1933, J.P. Morgan was summoned to tướng appear before Senate Banking and Currency Committee due to tướng their suspicions of his previous banking activity throughout the financial crash. During the congressional hearings, U.S. Senator Carter Glass remarked that the proceedings had turned into a circus as things had begun to tướng appear out of hand. The Ringling Brothers as well as Barnum & Bailey Circus were both in D.C. at the time of the hearing. Thus, they interpreted Senator Glass' remarks as an invitation and asked their press agent to tướng place a female circus dwarf named Lya Graf, on Morgan's lap during one of the hearings. While the addition of the small lady surprised Morgan and infuriated Glass, it also got loads of publicity for Ringling Brothers Circus.[7]

Calendar Girls[edit]

In 1999, a group of 11 women from the Women's Institute (in Yorkshire, UK) stripped for a calendar to tướng raise money for Leukemia Research. Setting a goal of $5,000, the group of Women's Institute women feared that they would struggle to tướng sell even a 1,000 copies.[8] The calendar released was eventually released on April 12, 1999, and featured all 11 women posing nude – obscured by baked goods, flower arrangements, sewing adornments, teapots, tuy nhiên sheets, and even a grand piano. Despite leaving people of this time stunned, over 800,000 copies of the calendar were sold worldwide. After its initial release in 1999, the calendar raised over 5 million euros or over 4.8 million U.S dollars. This publicity stunt eventually went on to tướng inspire a multitude of truyền thông media productions including a British comedy film, titled Calendar Girls[9] in 2003, a West End show in 2009, and a musical production in 2012, titled The Girls.[8] Tricia Stewart, one of the original calendar girls, also known as Miss October, even went on to tướng publish her own autobiography, Calendar Girl, in which she retells the initial creation of the publicity stunt and how it changed their lives forever.[8]

See also[edit]

  • Edward Bernays
  • Guerrilla marketing
  • Photo op
  • Media circus
  • Media prank
  • Stunting (broadcasting)
  • Viral marketing
  • Pseudo-event