What Sticks? The Marketing Mix

In Response to "What Sticks", posted by Loyalist PR on September 11, 2007.

Myself, having a fairly broad knowledge of the Marketing Mix, have to agree with Loyalist PR and the direction of their blog to an extent.

I agree that PR is what sticks, and it is what consumers/publics/target audiences (T.A.) care about. PR should be used before any traditional advertising, simply because the T.A. needs a solid, honest, and proven connection to the product/ service/ organization. They (T.A.) need to become familiar with what is being pushed, and familiarity comes from trust. Trust is earned through the efforts of diligent PR practitioners and backing from endorsements by opinion leaders.

I also truly believe that there is a place for traditional advertising in the marketing mix, and that place will never be fully diminished. Traditional advertising takes over where PR starts, and should be used in conjunction with PR. Once the T.A. has a fully established relationship with the product/ service/ organization advertising is a relatively cost effective way to reach them, thus keeping top of mind recall. When advertising is used effectively with PR a constantly growing and believing consumer base can be established and reached.

I truly believe that PR is the very first step any company should take when launching a product in a virgin market, or if they are trying to re-invent the product to existing consumers. PR is the tool that warms even the most cynical T.A. to a product, which then allows traditional advertising to take hold. Again, there is a place in this world for both PR and traditional advertising, and when used together, they achieve a synergy, meaning that they sum off all parts are greater than the parts on their own.

But hey, I could be wrong.


Cheers for now.
Lucy