Good Marketing Mix And Publics Essay Example

Significant Development of Public Relations History

Analyzing the development of public relation since its inception with Edward Bernays; it has experienced tremendous developments over the years. Personally, I feel that the most significant development in PR profession was Cluetrain Manifesto. This is because it articulated the use of social media and internet technologies that were fully accepted in 2006. The use of internet and social media has seen the PR profession improve its applicability in marketing circles (L'Etang, 2004). 

World Advertising Research Centre (WARC)

Personally, after going through the website: http://www.warc.com/, I felt that a consumer insights article was the most applicable. Any form of business needs to understand the dynamics of the consumers as these are the business customers. The article without a doubt gives every consumer traits and new trends that a business should look at thus it seemed more applicabl (Shaledrake).

Consumer Insights Information Applicability

The information provided to understand the consumers; personally, I can use the information to communicate effectively with the potential clients. The information will also aid in communicating to the professionals when making marketing strategies and internationalization process.

Role of vision-mission statements on primary and secondary publics

Mission statement emphasizes the core reason for existence of the organization and vision statement is the objective of the organization mission. The primary and secondary publics of the statement have an impact on profitability and shareholder equity increase in the organization (Chun, & Davies, 2001).

Positive Impacts of Cause-Related Marketing on Primary Publics

Cause-related marketing influences personal, community and professional relationship with the primary publics. This will enhance effective cooperation among the stakeholders in an organization.

Negative Impact of Cause-Related Marketing on Secondary Publics

Cause- related market can negatively affect the organization if there are no appropriate controls, openness, and accountability. It, therefore, hinders effective cooperation in the secondary publics (David, & David, 2003).

References

The Business of Influence: Reframing Marketing and PR for the Digital Age - Philip Sheldrake - Google Books. (n.d.). Retrieved from http://books.google.com/books?id=t8xeQR6qatoC
L'Etang, J. (2004). Public relations in Britain: A history of professional practice in the twentieth century. Mahwah, NJ: Lawrence Erlbaum Associates, Publishers
Chun, R., & Davies, G. (2001). E-reputation: The role of mission and vision statements in positioning strategy. Journal of Brand Management. doi:10.1057/palgrave.bm.2540031
David, F. R., & David, F. R. (2003). It’s time to redraft your mission statement. Journal of Business Strategy. doi:10.1108/02756660310508218
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