Makes public the reasons for buying it. Allows comparison vs. Competitors. Reaching your target audience in the most cost effective manner that will bring them to a purchase decision. Communication Attention getters lead customers to the product. Incentive Have some concession, inducement or contribution that gives value to the consumer.
Invitation Provides an incentive to get the customer to buy now.
Putting, new product information out in the form of a press release. High credibility News stories seem more authentic than ads. If the PR is well written and the announcement is truly newsworthy, then it will be of interest to your customer. It will put the company and product in a favorable light. Kotler, Philip, Marketing Management, 5th ed., Prentice-Hall, Englewood, NJ 3.