An Article Review Marketing Public Relations: A Consumer-Focused Strategic Perspective By Article Review

Ioanna Papasolomou, Alkis Thrassou, Demetris Vrontis and Majka Sabova.

The problem the paper addresses is to discuss important changes and revolutions of processes in strategic marketing among them in the MPR’s attitude. What makes it important is its ability to transmit credible messages to consumers such as opinions or news. The term MPR or marketing public relations was first used in the 1980s in an exertion to give prominence of the use of public techniques in reaching marketing objectives. No doubt, nowadays marketplace is very competitive and under high pressure. A definite example of using MPR in marketing is advertisements during Super Bowl which clearly shows the role it plays. It contributes exactly to the audience behind the TV when Super Bowl broadcasted. The recent study revealed that many local agencies use MPR in order to introduce the new services and products in the market that will be launched. Among such successful campaigns are the following examples McDonald’s Fruit Cup and Lay’s Sensations crisps. It was established that MPR is one of the most effective communications strategy which is mostly used in the construction of brand associations and personalities, which are ideas, attitudes and lifestyles. It also shows that MPR connects the endless marketing such as consumer utility with organizational strategy.

Reference list:

Harris, T.L., & Whalen, P.T (2006). The Marketer’s Guide to Public Relations in the 21st
Century. Ohio: Thomson/South-Western.
Shandwick Consultancy (1989). The Public Relations Consultancy Market Worldwide.
Vrontis, D., & Thrassou, A. (2007). Marketing Intelligence and Planning, 789-806.