16CHAPTER |
Public Relations and Contests as Branding Tools |
Public Relations (PR) is another branding medium that can reach audiences who may not be strongly influenced by the more traditional forms of advertising. Human nature is such that an opinion expressed by a supposedly impartial third party (e.g., friend, neighbor, relative, reviewer) carries more weight in forming or reinforcing an opinion partially formed through advertising than does straight advertising. If a potential movie viewer sees advertising about a new movie, he or she may form their opinion as to whether they will be motivated to buy tickets for the movie based on the opinion by the movie reviewer on the network morning program or the opinion of a co-worker or neighbor. ...
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