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However, publicity can also be used to create or increase brand awareness, increase knowledge, create or change attitudes, create buzz, influence opinion leaders, stimulate referrals and advocacy and generate a sense of involvement (Principle of Advertising & IMC, Tom Duncan).
From an IMC perspective, one of the most important activities in PR is brand publicity. Brand publicity defined as the use of non-paid media message to deliver brand information designed to positively influence customers and prospects. For instance, brand publicity for AirAsia, AirAsia and Citibank create brand publicity through Facebook application to test popularity of their co-branded credit card among the social networking community in Malaysia...
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