Posted: May 25th, 2022

Public Relation and Direct Marketing

Managing Advertising, Sales Promotion, Public Relation and Direct Marketing

Hundreds of theories exist that examine, outline, define and analyze the best methods for managing advertising, sales promotion, public relations and direct marketing campaigns. Slick advertising agencies offer manufacturers and retailers a variety of tools that do in fact support the advertising and sales promotion process. The primary key element however, that is common among all of these areas, and the one factor that truly will influence a marketing, sales or public relations campaign’s success in the marketplace, is the ability to target audiences and respond effectively to consumers ever changing wants, needs and desires.

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Consumers are becoming increasingly shopping savvy. The advent of technological advances such as the internet have allowed consumers new avenues for researching products and services on online at anytime. Most consumers have discovered that bargains can be found just about anywhere nowadays with a click of the mouse pad. Consumers want services and products that are reliable and easily acquired.

Customer service is also a key component to effective marketing, sales and public relations campaigns. A majority of consumers have stated that the quality of customer service has declined substantially during the last few years. Response times have declined, and face-to-face communications have become virtually non-existent. In today’s competitive marketplace, perhaps the most intelligent marketing strategy entails providing outstanding personal customer service.

Smart marketing, sales and PR representatives must also understand that consumers are now global in nature; their personal preferences may vary in part depending upon the locality in which they live, their culture and the types of products/services that are popular in their area at the time of sale. Sales representatives are no longer limited to campaigning on a local level. Consumers can purchase products from any remote corner of the world; again the advent of technological advances such as the internet have made this possible.

Traditional large budget mass advertising and marketing campaigns are no longer considered the most effective mechanisms for moving products and services. Rather, more focused campaigns are necessary that take into consideration target markets and consumer objectives and preferences. Global companies typically serve many different divisions and thus must redefine their strategies in order to present a flexible approach to advertising, sales and marketing. What works for one area of the globe or target market will not necessarily work for another. Critical to the continued success of such campaigns is an agencies ability to redefine their strategy so that each and every campaign appears more directed, unique and individualized in nature.

Consumers desire products and services that speak to them on a personal level. Even if a product/service is not truly unique in nature, and effective marketing, sales and advertising campaign will be able to make the consumer believe that a particular product is targeted to meet their needs individually. These ideas are explored in greater detail below.


According to one author, “custom solutions keep firms from falling into the downward spiral of commodity pricing.” Too many firms attempt to design sales campaigns and manage sales accounts as a business venture rather than managing sales as an initiative. One key to designing and managing sales campaigns that effectively target consumers as individuals is aligning organizational goals and strategic planning with sales goals and expectations. Many firms unfortunately view custom solutions in a negative light; again the trend has typically been to promote mass market campaigns. This strategy is much easier for businesses to maintain, and doesn’t require innovative thinking or changes in the way a business traditionally operates.

Customization of campaigns and account management however, is the key to adding value to customer relationships, building loyalty and achieving sales success. Some firms, headed in the right direction, have established what are referred to as “co-destiny” sales accounts, which are accounts that go beyond analyzing a firm’s ability to make profits, and rather view relationships with suppliers and customers as a means to establish true partnerships and long-term relationships.

Creating partnerships and building valuable relationships should be the primary concern of sales managers.

Creating campaigns that focus around communication and the establishment of successful relationships will ultimately result in the highest profit margins.


Initiating relationships is often the primary goal of sales managers. Nurturing those relationships and helping them grow falls into the realm of public relations representatives. Public relations should involve assisting sales managers and customers create wide ranging relationships that extend beyond the scope of ordinary business. Matching people and personalities is one key to success.

Public relations must regularly “quantify and communicate” the value customers receive from being loyal to a particular manufacturer or retailer. A public relations representative must work on constructing and maintaining seamless relationships between consumers and manufacturers to ensure continued demand for products and services.

According to industry experts, PR professionals typically claim that managing strategic direction is often the most difficult part of their job, when compared to other aspects of effective PR management including client management and tactical work. According to Renee Dunn, president of, a recent survey which garnered feedback from more than 1,600 public relations professionals showed that “PR leaders need more help with strategic planning, allocating and new business development.”

More than 36% of public relations professionals claim that finding strategic direction is difficult. Most public relations campaigns fail due to lack of appropriate insider knowledge regarding industry and business issues and a lack of ability to communicate among professionals and consumers. An effect PR campaign is destined to fail if the individuals promoting it have not aligned their goals with those of the corporation they are representing; at the same time PR professionals have a duty to understand the industry in which they are working. Without adequately understanding the market they are promoting, PR professionals can’t hope to design campaigns that instill confidence in consumers.

Establishing confidence will require that PR professionals understand the individual needs of consumers, to assist them in better defining their target audiences. In a recent survey conducted by PR professionals, more than 73% acknowledged that they key to success in the industry is building good personal relationships with the media, consumers and organizations whereas only 10% felt that direct e-mail campaigns were effective, and only 7% felt press releases garnered adequate responses. This further supports the notion that effective communication campaigns that touch on personal styles and preferences are critical to the livelihood of effective PR strategies.


Marketing plans are often developed in such a manner that they please organizations CEO’s and board of directors, rather than focusing on the best interests of the company the plans are supposed to be representing and consumers the plans will affect.. Organizations typically view direct marketing campaigns as a means to provide strong returns on investments, and thus often marketing plans focus too much on financials and too little on human interest.

The most effective marketing plans and campaigns will serve as tools that help move consumers into a manufacturer or retailer’s corner and keep them buying into a particular market share. Successful marketing campaigns will not begin without adequate planning and examination of target markets. Such planning and investigation should be directed toward answering questions such as: Who is our target audience? Why would they be interested in our products/services? How can our organization reach this audience? What audience will most benefit from our products/services?

Examination of such questions will lead to development of initiatives that include customized advertising and direct marketing. Consumers are extraordinarily discerning; creating a marketing plan that reaches critical consumers requires creativity and a compelling strategy. A marketing platform must speak to consumers and address their concerns and needs or it will fail.

Direct marketing can be used as a very effective technique in a crowded marketplace and in a society with savvy consumers, where competition is often intense. Direct marketing encompasses a wide scope of techniques, including mail order, face-to-face selling and television campaigning. Direct marketing is most effective within households, because consumers are increasingly purchasing a majority of products and services from the comfort of their home. Part of the new demographic is a society where consumers seek out convenient, private and hassle free shopping. Comparison shopping can easily be accomplished through use of the internet and home shopping networks.

face-to-face selling is optimal in an environment where competition is fierce and consumer interest is high. This type of direct marketing is most useful when the provider or a product or service is selling something that requires explanation, or that is complicated in nature. A wonderful example is cosmetics representatives. face-to-face selling allows the seller to truly connect with the consumer; they can offer a free facial, assess an individuals unique cosmetics needs and tailor products to suit those individual needs. A cosmetic consultant will notice right away if a client has trouble with acne for example, by meeting with them in person, and then promote only those products designed for problematic or sensitive skin.

Direct mail has been a traditional means of direct marketing, but is effective primarily when targeted toward a very select group of people. Highly selective mailing lists can help marketers better direct their products and services so that consumers are more likely to show interest. For example, a direct mail campaign advertising $50,000 Bentley cars is not likely to have much impact in a rural, middle class section of society. Such advertising might be better suited for people living in million dollar homes on the West Coast.

The key to successful direct marketing is constructing campaigns that have taken into consideration the unique characteristics of customers and potential customers that are willing to buy. A good example of untargeted, unsuccessful direct marketing campaigns come in the form of “spamming.” Spamming occurs when hundreds of thousands of unsolicited emails flood consumers private email boxes. Marketers flood consumer’s emails with the hope that a consumer will click on their advertisement and buy their product. This is not an effective tool or marketing strategy. If spammers first identified the populations that are most likely to purchase their products and services, and then sent directed marketing emails, they would be much more likely to realize a return on investment.

Telemarketing is another avenue of direct marketing that often fails because companies set out to increase revenue without adequately researching consumer preferences and the market. The majority of consumers have begun actively campaigning against telemarketing efforts, by putting their names on national “no call” lists to prevent telemarketers from invading their homes during unwanted times of day and night. Telemarketing campaigns can be effective however, if the people conducting calls were trained better to end conversations when prospects seem poor, and pursue clients that have already been identified as expressing and interest in the products they are promoting.

One of the most critical keys to success and a sign of an effective marketing campaign is its ability to offer consumers something they feel they need, want and can’t live without. A successful marketing strategy will also entail allowing consumers the option to opt out of a service if they change their mind. This technique helps build trust, and helps consumers feel that they are in control of the strategy at hand. Explosive growth potential also currently exists within the realm of e-marketing. More and more consumers are turning to the internet and electronic systems to purchase goods and services.

Competing in a competitive environment requires distinctive strategies. Many firms feel that successful marketing requires only the ability to differentiate their products. A great example of this is Kellogg’s Eggo waffles, which now come in “16 flavors.” However, provide such niche product differentiation will not necessarily sell more waffles; rather it is more likely that the consumer will spend a longer period of time in the supermarket trying to decide what type of waffle to buy, and then end up deciding to by pancakes instead because the product selection was less complicated. Investigating what solutions customers’ value will result in sales, not excessive product differentiation.

According to the Consumer Electronics Association, “more devices have been launched from 1998 to 2003 than during the entire previous history of the industry.”

Despite this little value has been added to the marketplace. Delivering outstanding customer service and investigating the needs of customers will go much farther in marketing strategy than simply developing new products. Most companies are not delivering effective and satisfactory customer service. In a world where customers are often forced to talk to endless voice messaging machines and computers instead of real people, service differentiation is perhaps the last outlet available to differentiate products and realize higher margins in an over cluttered marketplace.

Exceptional service is rarely available, and even good quality service is hard to come by in today’s marketplace. Technology has automated so many aspects of service, yet people still enjoy face-to-face campaigns. A recent Pew Charitable Trust study recently disclosed that more than “94% of randomly selected consumers were frustrated with call centers” and other mass marketing campaigns that utilized non-personal marketing techniques.

Part of an effective marketing strategy involves promoting swift response times. A 2003 survey conducted by Jupiter Research shoed that the majority of consumers expected response time from email to be returned within 24 hours; the survey revealed that 29% of businesses do not respond to email at all, and only half of companies respond to email within 24 hours.

Convenience and reliability is also essential to an effective marketing campaign. One example of successful marketing is, which is rated among the highest on the American Customer Satisfaction Index. This is because the ecommerce organization has invested a great deal of time surveying consumers and investing in technology that helps facilitate convenient order processing. Customer service is exceptional on this website. Customer’s value service, which literally defined in the American culture, translates into reliability and responsiveness.

Consumer behavior has been described as “the study of decision-making units and processes involved in acquiring, consuming and disposing of goods, services, experiences and ideas.” Individual buying behaviors are often affected by “situational factors,” which includes the macro-environment in which consumers are shopping in. The primary sources of consumer behavior that regulate buying behavior and decision making are levels or perceived levels of satisfaction with the outcome of their shopping experience which indicates that customer service will play a key role in consumer buying behaviors.

Recent studies indicate that a majority of consumers perceive that the standards of service have deteriorated within the past five years, with almost 79% of respondents in a national survey affirming the decline in service. Many of the respondents (88%) indicated that there dissatisfaction was associated with a member of “staff or management.”

Organizational transformation can occur in the form of marketing strategies directed toward utilizing consumer complaints, suggestions and thoughts as a source of feedback through which strategies can be adapted. Marketing strategists should keep in mind that more than 89% of people who have a bad experience will tell a friend about that experience. A corporate identity that cherishes consumers and promotes adequate service can be established through an aggressive marketing campaign; corporate identity receives a great deal of attention from consumers.


Successful advertising entails determining what tools will be most effective to reach markets. Advertising officials recognize that there are several demographics to consider, and must tie advertising, direct marketing and public relations initiatives together in order to address each of the demographics faced with effectively. Building short-term and long-term campaigns are essential to advertising success. Long-term campaigns often involve developing brand personalities that effectively reach out to consumers. Those campaigns that reach out to consumers on a personal level will be more effective that those that do not.

Advertising will only be effective if appropriate objectives are first established. These objectives should be established from sales, marketing and PR strategy. Advertising objective should be aimed at accomplishing the following: informing, persuading, reminding and/or reinforcing. Advertising that informs will create public awareness regarding a specific product or service. This type of advertising is most effective when marketing a new product, or an old product in a new region or demographic.

Informative advertising is also effective when attempting to educate a public. It helps address the question, “Why will my audience be interested in this product/service?” For informative advertising to be successful, it must first address the specific demographic to which it is appealing. This requires that the advertiser be knowledgeable about the consumer’s particular interests and needs. A successful PR campaign will assist in this respect, enabling organizations to build more personal relationships with consumers prior to attempting to sell them products.

Persuasive advertising is effective when attempting to create preference and conviction within a population. Persuasive advertising is most often utilized when a manufacturer faces a great deal of competition within the market. For example, there are hundreds of brands of chocolate chip cookies on the market. An effective persuasive advertising campaign will cause consumers to purchase one brand over another. What sways a consumer? A majority of consumers purchase items because of “brand loyalty.” Hershey’s for example, has established brand loyalty over time; consumers are familiar with their products and trust that they are obtaining a quality product every time they buy something with the Hershey’s label. A new manufacturer of chocolate goods would have to engage in a very aggressive persuasive advertising campaign in order to cause loyal consumers to switch plans.

A successful advertising campaign in this instance will require advertisers to identify what aspects of their product make it better than traditional brands. A good deal of time and effort should be invested in research to assess why consumers would want to switch brands. An effective persuasive campaign might convince consumers that if they purchase the newer product, the chocolate might for example, cause them to look slimmer. This idea is far fetched, but successful advertisers will realize that many consumers want to eat quality sweets but also have the conflicting desire to lose weight. An effective persuasive campaign must tie together this dichotomy of personality to truly capture new audiences.

Reminder advertising does exactly what it states; it aims at reminding consumers of the value of particular goods/services and helps establish a loyal customer base. Reminder advertising often works well with direct marketing campaigns. A consumer may not necessarily feel the need to go out any purchase a particular product or service until they are reminded to do so. Direct marketing campaigns often employ effective techniques that help consumers remember why they need certain products and services. Reminder advertising and direct marketing campaigns are a wonderful example of how marketing and advertising need to work synergistically to be effective.

Reinforcement advertising campaigns can be effective in a market where the legitimacy and need of certain products and/or services might be questionable. Reinforcement campaigns may prove useful when appropriate analysis of current marketing situations have been performed, indicating that a product class is expensive, and perhaps consumers need reinforcement to ensure satisfaction with their purchases.

Perhaps the most essential factor of a personalized advertising campaign that targets consumers personally is selection of the advertising message. Talking to consumers, dealers and manufacturers will ensure that advertisers have the best picture of how and product is perceived, how it will be used and why consumers might want it. An advertising message much be pointed, directed, yet broad enough ranging to touch the hearts and souls in essence of thousands of different consumers. Finding common ground amongst consumers is essential in this respect.

Advertising messages work in several different ways; they may advocate a single benefit a product or service may offer, or alternatively tout several different benefits. The best messages typically focus on one core “selling proposition.” An effective ad will often be rated on the following qualities: “desirability, exclusiveness and believability.” Prior to disseminating an advertising message, a positioning statement should be developed that includes the key message, target audiences and communication objectives so that all members working on an advertising campaign agree to the purpose of the advertising strategy.


Marketing, sales, advertising and PR success can be measured by how effectively each campaign addresses its target audiences and responds to consumer needs. In an ever cluttered and chaotic marketplace, it is more important than ever for professionals to take into consideration consumers ever changing wants, desires and needs. Campaigns that build interpersonal relationships and those that nurture those relationships over time are more likely to succeed than short-term campaigns that don’t foster communication.

The marketplace now consists of global consumers; mass marketing campaigns that do not highlight individual preferences and distinct cultural needs will not result in the highest profit margins. Marketing representatives must take time to conduct additional research to understand what today’s global consumer is looking for in products and services.

Consumers are increasingly savvy regarding products and services. Marketing, advertising and PR representative must address consumer concerns such as the need for better customer service satisfaction in order to impact bottom lines and financials.

Alonso, J. Shintaro, O. “Right messages for the right site: online creative strategies by Japanese multinational corporations.” Journal of Marketing Communications, Vol. 9, No.4, (December) 2003. 221-239

Pawlak, James. “Local Authors Define Keys to Managing Sales Accounts.” July 18, 2003. Biz Books. 2003 American City Business Journals, Inc. Available: Web Reprint: op. cit. ibid.

Jones, David B. “Setting Promotional Goals, A Communications Relationship Model.” Journal of Consumer Marketing, Fall 1985: 405-47

Jupitermedia. 2004. InternetPRGuide. “PR Insight. Strategic Direction Biggest Challenge Facing PR Pros.” op. cit. ibid.

Solis, Brian. “A Good Marketing Plan Can Make You the Hero; Poor Buy-In Will Make You the Fall Guy.” PR Insight. Available:,3029,10123_781001,00.html op. cit. ibid

Lord, Kenneth R. And Burnkrant, Robert. “Attention vs. Distraction: The Interactive Effect of Program Involvement and Attentional Devices on Commercial Processing.” Journal of Advertising, March 1993: 47-60


Axarloglou, Kostas. “The Cyclicality of New Product Introductions.” Journal of Business Research, Vol. 76, no. 1: University of Chicago

Hellenbeck III., Edward. A. November 11, 2003. “Great Service: The Key to Sustainable Differentiation.” Marketing Available: op. cit. ibid

Hellenback op. cit. & Twedt, Dick Warren. “How To Plan New Products, Improve Old Ones, and Create Better Advertising.” Journal of Marketing January1969, 53-57.

Hellenback, op. cit. & Moore

Jupitermedia, ibid.

Moore, ibid. Hellenback op. cit.

Hellenbeck III., Edward. A. November 11, 2003. “Great Service: The Key to Sustainable Differentiation.” Marketing Available: op. cit. ibid

Moore, ibid. Christopher. Maxwell, Gillian, Barron, Paul. “UK Retail Consumers – Are They Being Served.” Journal of Consumer Satisfaction, Vol 9 (1996). 229-239 op. cit. ibid.

Melewar, T.C. “Determinants of the corporate identity construct: a review of literature” Journal of Marketing Communications, (9), No. 4 / (December), 2003. 195-220

Oselaer, Journal Consumer Research

Colley, Russell H. “Defining Advertising Goals for Measured Advertising Results. New York: Association of National Advertisers, 1961

Text op. cit. ibid.


Sternthal, Brian. “Advertising Strategy” in Kellogg Marketing, ed. Dawn Iacobucci (new York: John Wiley & Sons, 2001): 218-71


Twedt, Dick Warren. “How To Plan New Products, Improve Old Ones, and Create Better Advertising.” Journal of Marketing January1969, 53-57.



Alonso, J. Shintaro, O. “Right messages for the right site: online creative strategies by Japanese multinational corporations.” Journal of Marketing Communications, Vol. 9, No.4, (December) 2003. 221-239

Axarloglou, Kostas. “The Cyclicality of New Product Introductions.” Journal of Business Research, Vol. 76, no. 1: University of Chicago

Brucks, M. & Grewal, D., Ozanne, J. & . “A Study of Information Search Behavior during the Categorization of New Products.” Journal of Consumer Research, 18 (March) 1992, 45204663

Hellenbeck III., Edward. A. November 11, 2003. “Great Service: The Key to Sustainable Differentiation.” Marketing Available:

Jones, David B. “Setting Promotional Goals, a Communications Relationship Model.” Journal of Consumer Marketing, Fall 1985: 405-47

Jupitermedia. 2004. InternetPRGuide. “PR Insight. Strategic Direction Biggest Challenge Facing PR Pros.”

Melewar, T.C. “Determinants of the corporate identity construct: a review of literature” Journal of Marketing Communications, (9), No. 4 / (December), 2003. 195-220

Moore, Christopher. Maxwell, Gillian, Barron, Paul. “UK Retail Consumers – Are They Being Served.” Journal of Consumer Satisfaction, Vol 9 (1996). 229-239

Naylor, Gillian & Zeithaml, V. “Price and Brand Name as Indicators of Quality Dimensions.” Journal of the Academy of Marketing Science, 28 (August) 2000, 3590374

Pawlak, James. “Local Authors Define Keys to Managing Sales Accounts.” July 18, 2003. Biz Books. 2003 American City Business Journals, Inc. Available: Web Reprint:

Sternthal, Brian. “Advertising Strategy” in Kellogg Marketing, ed. Dawn Iacobucci (new York: John Wiley & Sons, 2001): 218-71

Spence, M. “The Moderating Effects of Problem Characteristics on Expert Judgment.” Journal of Marketing Research, 34 (May) 1997, 233-247

Solis, Brian. “A Good Marketing Plan Can Make You the Hero; Poor Buy-In Will Make You the Fall Guy.” PR Insight. Available:,3029,10123_781001,00.html

Twedt, Dick Warren. “How To Plan New Products, Improve Old Ones, and Create Better Advertising.” Journal of Marketing January1969, 53-57.

Van Osselaer, S. & Alba, Joseph. “Locus of Equity and Brand Extension.” Journal of Consumer Research. Vol. 29, March 2003.

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