To get a better understanding about this, please start reading from the first post of the series.
THESIS: The Marketing Communication Strategy of Blue Bird Taxi To Maintain Market Leader Position After Using The Highest Tariff:
- Introduction & Book Cover : Part 1
- Research Originality Statement and Acknowledgement : Part 2
- Abstract : Part 3
- Table of Contents : Part 4
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(Chapter II continued...)
Public relations definition by UK Institute of Public Relations (IPR) is
‘the planned and sustained effort to establish and maintain goodwill and mutual
understanding between an organization and its publics”. Public relations is
concerned with many publics while marketing transitionally focuses on markets
or just three of the public, i.e. customers, distributors, and competition.
These include employees, investors, suppliers, customers, distributors,
legislators/regulators/governments, pressure groups, the community, the media,
and even competition. (Smith, 2004:444) Public relations departments use many
different tools including Press
relations, Product publicity, Public affairs, Lobbying, Investor relations, Development,
News, Speeches, Special events, Written materials, and Audio visual materials.
Sponsorship is a
kind of promotion where a product or a company is associated with an entity,
event or activity. The sponsoring company is of course hoping to get some good
publicity and media coverage out of sponsoring, but problems may occur for the
company if the activities they are sponsoring are failing or turning out in a
less favorable way. (Smith, 2004:483)
Exhibitions are unique in that they are the only medium that brings the
whole market together — buyers, sellers and competitors — all under one roof
for a few days. Products and services can be seen, demonstrated or tested, and
face-to-face contact can be made with a large number of relevant
decision-makers in a short period of time. Relationships can be strengthened
and opportunities seized if planned carefully. (Smith, 2004:504)
Corporate identity is what is says — a visual means of identifying a
corporation, company or organization. Logos and names are only a part, albeit a
very obvious part, of an organizations identity. Corporate identity is a
strategic asset that helps to achieve the longer-term communication goals. It
cannot therefore be used as a short-term tactical tool like advertising or PR,
which can change from day to day, if required. (Smith, 2004:654)
Corporate identity is a symbolic uniform that acts as a flag expressing
everything about the organization. It is a visual system, which uses all the
point of public contact. This includes the “permanent media” or buildings
(exterior and interior), signage, vehicles, uniforms, business forms (invoices,
cheques, letterhead. et cetera), literature (product brochures, annual
reports), exhibitions, et cetera. (Smith, 2004:654)
Packaging is a promotion via display, guaranteeing
exposure to customers at the point of sales, but not to a wider target
audience. (Baker, 2003:420) The design of the pack can create competitive
advantage by adding value, improving the product (e.g. improving the freshness
or making it easier to pour, et cetera), developing stronger shelf presence,
positioning a brand in a particular way, and creating or strengthening the
brands relationship with the buyer. Packaging can also be an extraordinarily
effective advertising medium, particularly in terms of cost and penetration,
and reach or cover of a target audience. On the shelf and in the home it
continues to work day in, day out, for 52 weeks of the year. (Smith, 2004:542)
