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Publicity is essentially free advertising.
A full-page review, on the other hand, is free. The equation works on a smaller scale, too. Advertisers are interested in impressions, or the number of times the potential consumer is exposed to advertisements for the product in question. Publicity is a way to generate exposure without the expense of advertising. So every time you see a celebrity on Larry King Live , a doctor on Good Morning America , or a blurb about a new celebrity book in Liz Smith s column or in Time magazine, or hear a rock star talking with the morning drive team on your favorite local radio station, you can be sure that a publicist is somewhere in the background.