Marketing managers and PR personals do not always talk the same language. Marketing managers are much more bottom - line oriented, whereas PR practitioners see their job as preparing and disseminating communications. But these differences are disappearing. Many companies are turning to Marketing Public Relations (MPR) to directly support corporate or product promotion and image making.
The old name for MPR was Publicity, which was seen as the task of securing editorial space – in print and broadcast media to promote or “hype” a product, service, idea, place, person or organization.
As the power of mass advertising weakens, marketing managers are turning more to MPR. It is particularly effective in building awareness and brand knowledge, for both new and established products. MPR proved more cost effective than advertising. Nevertheless, it must be planned jointly with advertising.
[...] IMAGE BUILDING THROUGH ADVERTISING: PERSONAL VIEW a very abstract terminology, can be explained as the consumer perception about the product. As mentioned earlier in the objective of the project, we do not only consider the perception of the product but the company as a whole. How does a company create an impact on the minds of a consumer is the major question here. There are various ways of luring consumers to it, but the one having the major contribution is ADVERTISING. [...]
[...] It is essentially a form of communication through such diverse media as handbills, newspapers, magazines, posters and hoardings, letters, radio, and television broadcasts and motion pictures. The term is broad enough to include a wide range of types, from a small two-line entry in a newspaper or magazine, to a 'spread' of several full pages, or from a small sign in a shop window to a huge hoarding billboard with changing designs in colored lights. However, for all practical purposes, the term publicity or advertising means the same thing to many people. [...]
[...] A tear, a sigh, a smile can make a world of a difference in winning a position in the mind of the consumer as well improve the market share and help you to be the market leader. A consumer remembers and recalls those things most that have touched his heart and soul, be it in a positive manner or negative. This is because the impact created by these thoughts leaves a long lasting impression on his mind. Advertising surely is termed as a business carried so as to achieve better sales turnover. [...]
[...] Comparative advertising works best when it elicits cognitive and affective motivations simultaneously. Reminder Advertising is important with mature products. A related form of advertising is reinforcement advertising, which seeks to assure current purchases that they have made the right choice. The advertising objective should emerge from a thorough analysis of the current marketing situation. If the product class is mature, the company is the market leader, and brand usage is low; the proper objective should be to stimulate more usage. [...]
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