MARKETING PLAN EXPLORER

Copyright 2002, Professor Jerome M. Katrichis

 

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V. GENERATION OF ALTERNATIVE MARKETING PLANS

B. 3. D.  Public Relations

 This section proposes changes to the public relations portion of the organization's communications mix.  In genral public relations is the portion of the communications mix that companies spend the least amount of their communication budget for, but it is none the less important.  The reason organizations spend the least on it is because in general publicity is free.  It differs from other portions of the communication mix because marketers do not, in general, have control over it (which enhances credibility), and publicity can be negative as well as positive.

 

 

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