Image creation, building and management through advertising
Summary :
Table of Contents
- Introduction
- Role of MPR
- Major tools of MPR
- Objectives of MPR
- Advertising as theoritical approach
- Definition of advertising
- Advertising an art, a science, a business and a profession
- Advertising objectives
- Importance of advertising to a firm
- Image building through advertising
- Conclusion
- Bibliography
Abstract
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.
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.
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