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Branding
Marketing communications unite the effects of brands, their ability to communicate, advertising and most of all the maximum usage of media with the business objectives of increasing sales in mind. The high dissemination and overall acceptance of this marketing channel, managed with the tools of public relations, is a consequence of the industry’s acknowledgement that advertising alone cannot successfully launch a product on the market in the time of hyper production of communications and an distrusting public.
Organisations increasingly include the marketing communications programs into their marketing strategies as they are successfully integrated in large numbers. It’s commonly assumed that this sphere of activities generates up to 70% of the PR agencies’ incomes. It’s a fact that in today’s harsh environment, when consumer are hiding from the flood of commercial ads, the demand for a genuine contact with a target public increases the value of public relations in the phase of creating and implementing marketing communications.
In the early stages public relations are responsible for:
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Building credibility and recognition before the start of the advertising campaign.
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Increasing the organisation’s reputation and the good image of its products or services.
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Increasing the loot and range of marketing.
The idea that marketing communications must unite branding, advertising, sales promotion and positive publicity, is an old one. Nowadays experts believe the usage of advanced and profound PR techniques, independent from advertising channels and messages, to be welcome as they can:
The synergy of marketing and public relations is ensured by the nature of effects they produce; public relations build and maintain a hospitable social and political environment, marketing builds and maintains a market for the organisation’s products and services.
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