PR Campaign Essay Example | Topics and Well Written Essays - 1000 words

PR Campaign - Essay Example Customers reverse the flow of consumer promotions by either soliciting promotions directly from marketers through intermediaries, PR has been traditionally pushed to consumers by marketers. But customers can now click on press releases that interest them, and request promotional information from manufacturers. PR is pulled by customers and is customerinitiated.. Customers can design and configure their own products, using their imagination and tools provided by marketers. The site's notepad lets would-be buyers scribble and save ideas about products as they browse. In traditional industrial firms, the new offerings often originated in the engineering department, and marketing would be given the task of selling the offerings after the design had been completed (Chitty et al 2005). PR messages will help McBride Financial to inform professionals who are purchasing either primary or secondary residenc and people who are guaranteed capable of paying the mortgage amortization about products and unique propositions available from McBride. More progressive firms have reversed this process, and the marketing department transmits the "voice of the customer" to the organization before the development begins. However, this marketing-led process still assumes a sequential process for designing offers and messages. Consumers make purchase decisions based on what they know about a brand, rather than on what they remember from press releases. Whereas explicit ad recall reflects what people can remember about information stated in an ad, advertisers are interested in what people know about their brand. Implicit measures of memory are useful in this regard. Implicit measures solicit what people know without making reference to the origins of their knowledge. For example, brand recall is an implicit measure because people are asked to tell what they know about a brand. The impact of exposure on brand recall is a more appropriate measure of the learning prompted by PR than is ad recall because brand recall is a reflection of what people know rather than what they can remember. While brand recall and top-of-mind awareness are useful indicators of what people know about a brand, advertisers are generally most interested in consumers' dispositions toward a brand as a result of advertising exposures. To some extent, these measures of learning are useful in making inferences about dispositions. For example, enhancing top-of-mind recall frequently is found to increase preference for a brand. However, because this measure is of limited diagnostic value in efforts to enhance brand purchase, measures specifically designed to reflect people's dispositions are considered (Chitty et al 2005). For McBride Financial, ethical considerations involve communication in the proper way with potential target audiences and fair information. Because many people perceive right and wrong from different angles, the objective of the company in the area of ethical and moral standards must be to establish what it will and will not tolerate. Once the level of integrity has been established, then the areas of vulnerability must be examined and limits established in each of these areas. Since not detecting or overlooking violations weakens the fear of punishment, a system of inspection must be