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PR gets personal. (use of direct marketing approaches by marketing public relations professionals) (Media Management)
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Direct Marketing
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April 1, 1994
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Copyright informationCOPYRIGHT 1994 Hoke 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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Marketing public relations professionals are increasingly turning to the practice of direct-response marketing to more effectively reach mass audiences. There are five ways by which practitioners of marketing public relations cooperate with direct-response marketing people to achieve their objectives. One is to create excitement over a new product before it is introduced via media advertising. Another is to develop a core consumer base. A third approach is to create a one-on-one relationship with consumers. Another method is to encourage supportive customers to become advocates of the products. A fifth approach is to gain the support of personalities who can influence consumers. These ...
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