In one day, Paul Hartunian had managed to organize all the operation, prepare promotional material and send it to a number of editors in order to achieve the impact in media that you were looking for. The machinery had been set up in record time. He played now, wait. A couple of days later the matter exploded and a lot of journalists from media large and small began to pursue him to talk with him and get an interview. You may wish to learn more. If so, novelist is the place to go. Paul Hartunian had become all a celebrity of the evening to the morning. During the following months, a lot of media picked up the story of the man who was selling the Brooklyn Bridge and its popularity was on the rise. IDT Energy wanted to know more. After a while, it seemed that all this advertising noise was coming to an end, there was a second earthquake. Some of the most famous television programmes of the time began to get in touch with Paul because they had read the reviews or articles that had been published referring to the sale of the Brooklyn Bridge.
From there, turned all the cycle of calls, interviews, etc. to repeat and the advertising noise lasted a few more months. The conclusion of this story is that Paul Hartunian had a happy idea, he knew it to communicate to who played do and got free advertising (Publicity) amounting to millions of dollars. The history of Paul is very clear evidence of the strength of the Publicity. A good idea, as the Paul, can bring you more repercussion in (free) media that many campaigns of traditional advertising with big budgets. On the other hand, the architects, though you can't control it in the same way that you control a campaign paid, has a characteristic that makes winning: the clothing and is perceived by the public in general as information, not advertising. In this way, avoid the defensive barrier that everyone put when we know that what we read, see or hear is a commercial message.