1. J.D.Birla institute
tutorial anD seasonal Briefing
of group 5
suBJect- language anD Business
communication
sanchit agarwal – 114
nikunJ lakhotia - 115
Deeksha agarwal – 116
ananD DheDia – 117
raghav kapur – 118
reshmi shaw - 119
mehtaB Dassani – 120
topic:-
external communication
aDvertising anD puBlic
relations

2. External environment
Any way that an organization communicates with any part of the world that is not a part of
the organization for e.g.-Creditors, stakeholders. Any thing you are recognizable as the
representative of the organization be it intentional or unintentional you are communicating
externally for e.g. the way you receive people at the reception, the sign board of the
company.
An organization, when it communicates with Governmental agencies, other organizations,
customers, clients and Public it is called external communication The media employed may
be written media like letters, reports, proposals or visual media like posters,
advertisements video tapes or electronic media like faxes, telegrams, e-mails, telexes. The
communication might also be through teleconferences, face-to-face meetings, panel
discussions or presentations, exhibitions and such events. External communication helps
an organization to keep its outsourcing agencies like distributors, wholesalers, retailers
and clientele well informed about the company’s products, services, progress and goals.
The information gets continuously updated and accurate. All organizations have to
maintain cordial relationships with government agencies, licensing authorities, suppliers
of raw materials, ancillary industries and financial institutions. Continual and updated
information without any communication gap is essential for business houses. Any
exchange of information, or even advertising of any sort that an organization establishes
with the people outside the organization can be termed as external business
communication. External communication involves exchange of information or
transmission of messages to clients, investors, or any other organization, which is directly
or indirectly related to the performance of your business.
Advantages of External Communication
External communication helps an organization to keep its outsourcing agencies like
distributors, wholesalers, retailers and clientele well informed about the company’s
products, services, progress and goals. The information gets continuously updated and
accurate. All organizations have to maintain cordial relationships with government
agencies, licensing authorities, suppliers of raw materials, ancillary industries and
financial institutions. Continual and updated information without any communication gap
is essential for business houses.
It leads to better;
 Sales volume
 Public credibility

3.  Operational efficiency
 Company profits
It should improve
 Overall performance
 Public goodwill
 Corporate image
 Ultimately, it helps to achieve
 Organizational goals
 Customer satisfaction

4. Two major forms of external communication
Advertising
A communication force to make an identified segment of people think, feel or do
something about a brand or service in a pre-determined and measurable manner is
advertising. It is an effort to create and sustain the demand for the product. It is an activity
which establishes non personal contact of the business with the customers regarding the
product, idea and service. It is concerned with popularizing a manufacturer’s product and
boosting its sales by adopting different advertising media. It creates mass markets for the
products. Advertising aims at benefiting the producer and educating the consumer. It
enables the consumer to purchase intelligently and raise their standard of living. It
influences human action which in turn increases volume of sales.
It has been defined in this way by some eminent management experts
• “Advertising is printed, written, spoken or graphic salesmanship.” by Frank Prespray
• “Advertising is any form of non personal presentation and promotion of ideas, goods
or services by an identified sponsor.” by Philip Kotler
• “Advertising is the art of disseminating marketing information through various media
of communication.” By John .A. Shubing
Public relation
Public relations are a set of communication efforts used to create and maintain favorable
relationships between an organization and its public.
The public here include:
 Customers
 Suppliers

5.  Shareholders
 Potential investors
 Government officials
 Media
 Communities
 Distributors
 And society in general.
Public relations focus on enhancing the image of the total organization. It aims at assessing
the public and maintaining positive public perceptions, because the attitude of people
towards an organization directly affects the sale of the product. Corporate management
cannot ignore public opinion in especially in handling sensitive issues. Public relations
decide the methods and media of communication for maintaining links between the
organization and its public. The increasing competition in market has imposed a need for
public support.
It has been defined in this way by some eminent management experts.
• “Public relations consists of all forms of planned communication be
between an organization and its interested public for the purpose of achieving
specific concerning mutual understanding” by Frank Jefkins
• “Public relation is an attempt to gain public support in favor of the organization
through information, persuasion and adjustment.” By Arthur R. Roalman
Difference between Advertising and Public relations
Serial
Number
Basis of Differentiation Advertising Public relations
1 Meaning
It involves non-personal
persuasive communication
It involves personal
persuasive communication
2 Objective
Influencing the end
consumer
Influences the channels of
distribution
3 Scope of activity Very wide Limited
4 Contact
It moves buyers towards
the product
It moves product towards
buyers

6. 5 Orientation Consumer oriented Product oriented
6 Nature of work Routine work Works under
7 Payment
The advertisers has to pay
to the media owners
The individual or firm
involved does not have to
pay
8 Identity of sponsor
The message originates
from the advertiser
The message originates
from the media
9 Control
The sponsor has control
over the message
Media has control over the
contents and timing
10
Removal of doubts of
customers
It is not possible to remove
doubts
It is possible to remove
doubts
11 Nature
It creates demand for
goods
It induces customers to
purchase goods
12 Feedback It does not have feedback It has a scope for feedback
14 Tenure
It ends with sale of the
good
It continues even after sales
15 Relationship
It cannot establish trust
and relationship
It can establish trust and
relationship
Advertising
A communication force to make an identified segment of people think, feel or do
something about a brand or service in a pre-determined and measurable manner is
advertising.
Features of Advertising
 It is a paid form of communication.
 It is a non personal communication. The message is conveyed through non personal
media.
 It is intended to sell not only products but also services and ideas.

7.  It can be oral written or visual.
 It can be done through various media.
 It is done by an identified sponsor.
 Its purpose is to stimulate demand for goods and services.
 It has a mass appeal and can influence people.
 It creates prospective customers and sustains existing customers.
 It is always consumer oriented.
Purpose or objectives of advertising
The main purposes of advertising are given below:
 Creating and maintaining demand: The main purpose is to increase sales.
Advertising encourages the prospective buyers to purchase the product. It also
maintains a demand for the existing products or services.
 Reducing middlemen: Advertising establishes a direct link between the
producer and the consumer. Thus it helps to reduce the number of middlemen.
 Educating consumers: Advertising informs guides and educates consumers and
protects their interest. It brings awareness about the product, its features, usage,
benefits e.t.c. in the self interest of the consumers and induces them to purchase in
suitable quantities
 Creating brand image: It is through advertising that people recognize a brand
name. It helps to build and retain brand loyalty.
 Creating confidence among customers: Advertising creates confidence in
regards to the quality of the product. Repeated advertising helps in developing brand
performance and loyalty.
 Introducing new brands: Advertising helps in launching new products and
capturing a minimum market share at the earliest. It helps the customer in
convincing the customer about the new product in comparison to other products.
 Enhancing goodwill of the business: Advertising highlights the
achievements of the business, information about new discoveries, customers and
services. It enhances the reputation of the business.
 Helps salesman: Advertising provides support to salesmen. The salesmen are not
required to give detailed information about the product in order to execute the
sales.

8. Importance of advertising
Benefits to manufacturers:
 Increase in sales;
 Creating demand for new product;
 Assuring steady market;
 Facilitating quick turnover;
 Reducing cost of production;
 Reducing distribution cost;
 Increased profit to manufacturers;
 Creation of goodwill;
 Expansion of market;
 Combating competition;
Benefits to consumers:
 Educating the customers;
 Better quality products;
 Increasing consumer’s satisfaction;
 Making purchase easier;
 Goods at reduced prices;
 Eliminating middlemen;
 Better standard of living;
Benefits to salesmen;
 Supports salesmanship;
 Simplifying work of salesman;
 Increasing remuneration of salesman;
 Proper education to salesman;
Benefits to society;
 More employment opportunities;
 Higher standard of living;
 Providing new horizons of knowledge;
 Influencing tastes and fashions;
Types of advertising

9.  According to sponsorship
• Product advertising
• Brand advertising
• Institutional advertising
 According to coverage
• Local advertising
• National advertising
• International advertising
 According to purpose
• Persuasive advertising
• Informative advertising
Product advertising: - It aims at creating the demand for the product without taking
care of the brands. It attempts to create a favorable attitude for the product over a long
period of time. It is undertaken by association of managers who are interested in pushing
up the sales of the product without caring for a for a brand.
Brand advertising:-It aims at creating a demand for a particular brand of goods, for
instance, advertising for Tata tea, Cadbury chocolate, Amul etc come in this category. This
type of advertising is restored by the manufacturers and dealers of the concerned brand.
Local advertising-It is meant for local patrons and thus, limited to a particular area
National advertising- it is meant for all people living within the territory of a country
International advertising- it is meant for the people living all over the world
Persuasive advertising
Here the object of the advertiser is to persuade the customer to buy his product. To
achieve this objective, the salient features are highlighted in an attractive manner.
Informative advertising
Here each advertisement is made to make the consumer realize the existence of some
goods, services and their basic properties
Criticism or objection against advertising
Advertising has been criticized on the following grounds;

10.  Increase in the price of product- Advertising adds to the cost of production. As a
result, the price of the commodity is unnecessarily increased
 Adoption of unethical practices- Advertisers sometimes adopts objectionable
practices. It has a corrupting influence on young minds and encourages immorality.
 Misleading advertisements are instruments to cheat- sometimes advertisement is
used as an instrument to cheat, information is not given totally so consumers end up
buying wrong products which is of no use to them.
 Wastage of national resource: the unnecessary huge expenditure on advertisement
is a social waste. Advertisement for a new product destroys the utility of an existing
product even before its usefulness is over
 Danger of monopoly: Due to hype created by advertisement a particular brand can
become monopolist. A big producer can eliminate small producers of the same
product from the market.
 Multiplication of needs: Advertisements induce people to buy those products which
are not required by them.
 Tendency to misrepresent facts: Advertisers generally have a tendency to overstate
the quality and uses of the products. This creates dissatisfaction in the customers
when the product does not come up to their expectation
 Creates confusion : Advertisers creates confusion in the minds of the people by
providing them with a number of products which makes their choice difficult
Factors determining the choice of suitable media
 Nature of product; The advertising media should be in accordance with the nature
of the product. Products can be consumer goods and industrial goods. For
consumer goods- radio, television, newspaper will be suitable. For industrial goods-
trade journals, industrial journals can be efficiently employed.
 Type of target customers: Selection of media depends on the type of target
customers to be approached. If target customers are illiterate, press media is
ineffective. In such cases the advertiser has to depend upon television, radio, e.t.c
 Duration of advertisement: Availability of space in the print media and time in
the audio visual media affect the selection of the advertising media. The media
should have the capability to send the message to that place where it is required in
the minimum time.
 Cost of advertising: The cost involved in advertising through the media is equally
important. If the cost of advertising is lower, it may be adopted by enterprises of
smaller size. Costly advertising media will be suitable for the big enterprises only
 Message to be communicated: If the message to be communicated is brief,
costly advertising media may be adopted. In case of detailed message, low cost
media like billboards, posters, pamphlets, handbills e.t.c may be used
 Objective of advertising: The purpose of advertising is of primary importance for
planning the advertising campaign. The purpose may be either to introduce a new
product or to stimulate the demand of an existing product or to improve the image of

11. the company, the advertisers should use the media-mix which fulfills the purpose
most effectively.
 Life of an advertisement: The messages transmitted through newspapers and
magazines are available for reference purpose, whereas, the messages transmitted
through radio, television and cinema are not available for a longer period of time. It
washes away from the consumers mind if it is not repetitive.
 Popularity of the media- The media should be fairly popular to the target
audience. The concerned class of people for whom the product is meant should be
acquainted with the media. The firm should be able to bear the cost of advertising
with the media.
 Extent of market- The advertiser should determine the market (local, national and
international) where he intends to operate. Vernacular newspaper and regional
channels, regional radio stations are perfect for local advertising. National media
serves the purpose for national marketing.
 Medium followed by competitors- competition can be minimized by adopting
the same medium as undertaken by the competitors to advertise and promote their
goods and services.
Forms of advertising media
Advertising media are the means to transmit the message of the advertiser to the desired
people. There are various types of advertising media available to an advertiser as follows:
1) Press advertising
• Newspapers
• Magazines
• Trade and professional journals
• Public issues
• Classifieds
2) Direct mail advertising
• Circular letters
• Sales letters
• Price lists
• Catalogue
• Brochures
• Calendars
• E-mails
• Sms e.t.c
3) Outdoor advertising
• Posters
• Hoardings

12. • Electronic displays
• Vehicular advertisement
• Sky advertising
• Neon sign board
4) Audio and visual advertising
• Radio
• Television
• Movies
• Internet.

13. • Press advertising
Press advertising is the most popular media of advertising. Press can be considered a
very powerful media to reach to millions at a reasonable cost. It is considered as the
most economical, effective and elastic method of advertising among the enlightened
people. Print media refers to newspapers, magazines, trade journals and professional
journals
Educated and civilized people all over the world read newspaper as a matter of habit. It
reaches everywhere and is read by almost all types of people. Therefore, newspaper
advertising has a general and wide appeal. It can be classified into several categories on
the basis of frequency of publication (daily, weekly, and monthly), language (Hindi,
English, etc.), region, and time (morning, day and evening editions). The choice of a
particular newspaper for advertising depends upon the circulation of the paper, the
type of readers it serves, the geographical region in which it is popular, the cost of space
and general reputation of the paper.
It has a few advantages:-
> A daily newspaper has a wide circulation so that the message can quickly reach a
large number of people.
> It is economical, as the cost of advertising per reader is relatively low.

14. > It has a benefit of continuity, as it can be repeated daily to remind customers and to
create a lasting impression.
> It provides benefit of selectivity, as desired market can be approached through
regional newspapers.
It also has a few disadvantages:-
> People read newspapers more for news and pay only casual attention to
advertisements.
> It has a very short lifespan leaving a temporary effect on the readers mind.
>It cannot be used to communicate with illiterate people.
• Direct mail advertising: - It is a way to transmit information directly to
potential consumer: the important direct mailing media are:
 Circular letters
 Sales letters
 Price lists
 Catalogue
 Brochures
 Calendars
 E-mails
 Sms e.t.c
Advantages of direct mail advertising
 It ensures secrecy, because the information contained in the message is
not easily available to everyone
 It reaches the prospective customers at the desired time
 It gives a personal touch to the message, as it is sent directly to the
customers.
 The cost of advertising is low so it is economical
 The advertiser can give detailed information about his product.
Limitations if direct mail advertising
 It has a limited reach and appeal because individual mails cannot be sent
to all customers.
 It is difficult to prepare a mailing list for so many people and it is also
difficult to update it.

15.  It is not suitable for all types of products especially non-standardized
product.
• TELEVISION: - There are some features that make Television advertisements
different from other advertisement mediums. It is a new but fast growing medium of
advertising. It has become very popular and effective due to the combined force of
audio aids and visual aids. It has a dramatic impact on the minds of the viewers. The
advertisements are livelier and well planned so as to convey the message in a very
systematic way.
It has a few advantages:-
> It is effective due to both audio and visual aids.
> It has a wide appeal, since many houses even the lower urban houses have it in
them.
>It makes possible the geographical selectivity.
> It conveys quality message with an excellent appeal.
It also has a few limitations:-
> It has a very short lifespan.
> It is a very costly medium and only well-established organizations can afford it.
> In this, back reference is not possible.
• OUTDOOR MEDIA: - This is the oldest medium of advertising and continues to be
popular in spite of the new comers. It refers to the display of advertisements in open
places wherefrom people generally pass through, which is bill boards, flexes, kiosks,
festoons, etc. The key consideration of this media is the selection of key locations
where it can be seen by maximum number of people.
It has some advantages:-
> It has the widest appeal to all classes of society, as people keep crossing this kind
of media while travelling.
> It enjoys flexibility as advertisements can be made bigger or smaller depending
upon the nature of the product.
> It reduces wastage by putting the advertisements at required locations.

16. > It can be made effective by using artistic designs and interesting slogans.
It also undergoes limitations:-
> It cannot be placed in all parts of the country.
> It disfigures the walls and other public places, creating a public nuisance by
spoiling public places.
> It is only remainder publicity and cannot be used where argument is required.
• LOCAL MEDIA (RADIO):- It has become a popular means of advertisement
especially for the lower urban and higher rural areas. With the help of it all classes of
audience can be targeted including the illiterates. In India, there has been an
emotional touch with it, core reason being the ALL-INDIA RADIO or better known as
AIR. It is the one that has made people realize the use of radio when nothing as a
source of communication was available. Thus, the Radio is the Jack of Hearts in our
country. It has its own advantages and disadvantages.
The advantages being:-
> Radio messages are mobile. They can be heard at work, on the beach, in the
shower, in the dentist's chair or even while shopping in your store.
> Your message can run with as much frequency as you choose (or the station's
format allows). For example, you could run an ad once a day for a year or twice an
hour for a day.
> Radio is mostly local in its appeal. You can tie your message into local events,
weather, or locations to heighten the relevance of your message to the listener.
> Your radio ad has a voice. It can be friendly, serious, sad, childish, macho, and
humorous - whatever suits your message. Above all, the voice can be conversational,
a quality that makes it very easy to listen to and understand.
Its limitations being:-
> Air clutter is a problem. Your ad may be first, second, sixth or tenth in a
commercial break. This can detract from the attention level.
> There is no hard copy. Your ad airs and then it's gone. If a listener missed an
important piece of information, like a phone number, there is no way to refer back.
> Some radio audiences may be fragmented. For example, if there are four stations
in the market that appeal to women 25-49 years old, then an advertiser may have to

17. buy all four to effectively reach that group. This can be cost prohibitive.
• POINT OF PURCHASE: - Point Of Purchase is the advertisements of brands put
at the retail stores to catch the attention of the purchaser. Point Of Purchase
normally work for those products which are being decided and purchased directly by
customers like Fast Moving Consumer Goods where in they actually highlight the
benefits of the product and the chances are there the purchaser sees it and decides
to purchase the product on seeing the Point Of Purchases. Point Of Purchase may be
danglers, hangers, pamphlets, etc. Its advantages are – firstly, creates awareness in
the customers about the products and extra benefits with it. Secondly, it attracts
customers to purchase a particular brand of product. But overlooking of people is its
major disadvantage.
• Word Of Mouth Media: - Word-of-mouth advertising is important for every
business, as each happy customer can steer dozens of new ones your way. And it's
one of the most credible forms of advertising because a person puts their reputation
on the line every time they make a recommendation and that person has nothing to
gain but the appreciation of those who are listening. Thus, it is the advertisement of
a product in itself, but unknowingly, when a consumer refers a product to another
new prospective consumer. It is advantageous because, firstly, it has the power of
recommendation. Secondly, it is a cheap method of marketing because the cost of
advertisement is almost none. Thirdly, it strengthens brand image. It also has
disadvantages like it is a very slow process. Secondly, it has a limited audience
because it spreads only when a person comes in contact with another.
• HAWKING: - It refers to the selling of goods on streets, to earn a living. Whether
stationary or mobile, hawkers usually advertise by loud street cries or chants, and
conduct banter with customers, so to attract attention and enhance sales. This is one
of the major types of advertisements in India.

19. Public Relation
It is an art of building relationship with a certain section or the entire public based on the
task in hand. It is the action of a corporation, store, government, individual, etc., in
promoting goodwill between itself and the public, the community, employees, customers,
etc. Common activities in it include speaking at conferences, social media engagement, and
employee communication. It not only includes the relational interactivities but also the
organizational behavior which leaves an impact on the public.
Tools of Public Relation
Organizations use a variety of public relation tools to convey the message and to create
images. Various tools widely used for public relations include annual reports, brochures,
newsletters, news releases, company magazines, event sponsorships etc. Publicity is a very
important aspect of public relation. Publicity can be used to provide information about goods
and services offered by an organization. Press conferences, news releases, feature articles are
examples of publicity based public relation. A company can create corporate identity
through various means in order to make the company immediately recognizable e.g. Logos,
business cards, word balloons, business stationary, etc.
1) PRESS RELEASES: - This is the most common based publicity based public
relation tools. It is sent for release in newspapers, magazines and television coverage
in order to tackle a multitude of specific issues.
2) FEATURE ARTICLES: - This is a longer manuscript (up to 3,000 words),
prepared for a specific publication.
3) CAPTIONED PHOTOGRAPH: - This is a photograph with a brief
description, explaining the pictures content with highly visible features.
4) PRESS CONFERENCE: - This is a meeting convened to announce major news
events. Media personnel’s are invited and are usually supplied with writing materials
and photograph.
5) PUBLICITY: - This is a communication in the form of a news story about an
organization, its products or both.
6) EVENT SPONSORSHIPS: - This is another public relations tool, in which a
company sponsors either part or all of a special event. It is an effective means of

20. increasing the recognition of an organization with relatively minimal investment.
Bridge Of Understanding between the organization and Public
1) CUSTOMER RELATION: - Public Relation is used to build a favorable image of
the organization in the minds of existing and proposed customers. It is the
Endeavour of any organization to draw customers regarding its ideas, products and
services.
2) MEDIA RELATION: - It is a vital tool in public relations (especially with the
press). The Media must be kept favorable strategically. The organization must take
an initiative to build a favorable image in the Media so as to counter negative
publicity. The effectiveness of an organization depends upon its ability to be
represented in the media to its satisfaction.
3) GOVERNMENT RELATIONS:- Public Relation for the Government involves
building relations with it and to help in the betterment of the society. This involves
mobilizing public support for the activities of the organization. Public Relations
Personnel try to maintain good links with various departments of the Government
for the patronage whenever necessary.
4)

21. ROLE OF PUBLIC RELATIONS:
1) Mass communication - Public relation promotes understanding of the organization
through internal and external communication. The increasingly complex structure of the
organization and its remoteness from direct contact with the people has necessitated the need
for public relation.
2) Counseling management - It advises the management on various public issues. It
makes the management aware of any external changes. It advises the management on
communication problems and techniques to be used to resolve problems.
3) Media relation - It prevents news and other information about the organization to the
media in the most effective manner. It helps to improve relationships between the
organization and the media by providing them with accurate and impartial information. It
takes the initiative to communicate freely with the media by giving proper replies to
criticism.
4) Lobbying - It deals with the government to promote legislation. It establishes
communication links between the organization and various agencies of the government.
5) Publicity - Publicity is a part of public relations. It is a major tactical tool used to
implement the public relations strategy. It can reach mass audiences within a short time. It
has the potential for dramatizing a company or its product.
6) Social Philosophy - Public relations ensure that the company's social role covers and
extends to include all its public. Public relation creates goodwill among diverse groups of
people through its actions. Public relations contribute greatly to shape the desired policies of
the company.
Benefits of public relation:
1) Improving the image of the organization - Public relation plays a
very vital role in the achievement of specific objectives at all levels in an
organization’s work by communicating an effective message. It is an excellent and
cost effective manner of improving the image of an organization and its product.
2) Promoting a positive image - Public relation helps to promote a positive
image of the organization. It protects an organization by minimizing the damage
which occurs if something has become unfavorable.
3) Pervasive function - The need for public relation has increased manifold due
to the enormous growth in business. There is a need for public relations in every
field. It is an indispensible tool in today's management of both commercial and non-
commercial organizations. It is an essential service to anybody who has ideas,
products and a cause to be promoted.
4) Achieving planned objectives - Public relation is the total communication

22. activity of the organization to achieve its planned objectives. It aims at winning the
confidence and trust of various interested parties of an organization by fulfilling its
social obligations.
5) Ensuring effective communication - Now-a-days, it is essential to use
public relations aggressively to ensure effective communication. Public relation
helps an organization to operate more successfully at different levels of business.

23. BIBLIOGRAPHY
We would like to thank Dr.Ranee Kaur Banerjee, our teacher because of whom
we have made the write up on EXTERNAL COMMUNICATION, ADVERTISING
AND PUBLIC RELATIONS. We acknowledge her efforts in providing us with
the knowledge. We thank Ranee ma’am for her detailed lectures because of
which we have a clear understanding of all our subject matter and concepts
involved in it. Secondly we also referred our text book-
1. Principles of commerce for ISC class XII by Monilal Das and J.K.Mitra
2. Essentials of commercial application class X by Monilal Das and J.K.Mitra
3. Essentials of commerce class XII by S.Chand.
Thirdly the various sites we referred to are:
http://communicationtheory.org/kinds-types-of-communication-employed-by-business-organisations/
http://www.scribd.com/doc/15425546/Management-Project-Improve-Internal-and-External-Communication
http://pr-obaira.blogspot.com/2007/10/external-communication-and-networking_7161.html
http://en.wikipedia.org/wiki/Corporate_communication
http://en.wikipedia.org/wiki/Public_relations
http://www.buzzle.com/articles/effective-business-communication.html

24. http://businesscasestudies.co.uk/business-theory/people/working-together-business-communications.html
http://en.wikipedia.org/wiki/Advertising
http://communicationtheory.org/kinds-types-of-communication-employed-by-business-organisations/
http://www.docstoc.com/docs/106264920/Advertising-and-Public-Relations
http://www.smallbusinessnotes.com/marketing-your-business/radio-as-an-advertising-medium.html
http://www.ehow.com/info_8430120_advantages-wordofmouth-marketing.html
http://smallbusiness.chron.com/disadvantages-word-mouth-advertising-26133.html