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Article: It's PR Time for Miller; Brewer Shifts Its Strategy After Comparing Sales Impact of Public Relations to Other Forms of Marketing.(Media Planner)
- Article from:
- TelevisionWeek
- Article date:
- December 1, 2003
CopyrightCOPYRIGHT 2003 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Joe Mandese Special to TelevisionWeek
In a rare public disclosure, one of the nation's largest marketers recently went public with the results of a little-known shift in its marketing strategy that it says is causing it to shift budgets out of TV advertising and into public relations.
Using a relatively new form of marketing research, the marketer, Miller Brewing Co., a division of Altria Corp., has been able to demonstrate the impact on actual product sales that PR has relative to other forms of marketing, including TV advertising and sales promotions.
Miller's marketing team learned that PR has a significant material impact on ...
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... ... campaign. Estimates range to more than $200,000 for the cost of the air time, not including production costs to the Sawyer-Miller Group, the New York advertising consulting firm hired by Murphy and the parent company to Kennan Research and Consulting ...
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