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Advertising is generally defined as "selling something," and in the instance of trials, the product being sold is participation. Publicity, on the other hand, normally involves garnering public interest, while serving as a means to solicit and recognize sponsors, when applicable.
Advertising	Publicity
Entry Form Mailings E-Group/List Mailings Printed Publication Calendar Listings Web Calendar Listings Word of Mouth	News/Magazine Publications Program/Catalog Printings Radio/Television PR Spots Website Exposure Posted Flyers
A Note About Cultivating Sponsors
Have something to offer. This could be as simple as a personal interest factor or as complicated as the probability of product or service exposure to an established percentage of a specific demographic group. Either way, be prepared to sell the sponsorship. Have written material on hand for the prospective sponsor to review. A nice, one page introduction cover letter with an attached list of sponsorship levels and what each level entitles the sponsor to, makes for the best impression on a would-be sponsor.