The Role of PR: In the Introduction Stage of a New Brand

We live in a time where companies spend vast amounts of money on commercial spots. An event like the Super Bowl remains the showcase for advertising where a 30-second ad costs more than $2 million to run (Belch & Belch, 2004). The former Chief Marketing Officer at Coca-Cola, Sergio Zyman, argues in his book “The End of Advertising as We Know It” (2002) that companies spend millions to put their name on stadiums, develop packaging, buy television and radio time in order to sit back and wait for things to happen.

Advertising agencies are using their role as communicators by competing with each other with no interest in the product. The marketing guru Al Ries released a controversial book called “The Fall of Advertising and the Rise of PR” (2002) together with his daughter Laura Ries.

The purpose of the thesis is to investigate agencies’ view of public relations role relative to traditional advertising in the introduction phase of a new brand.


1 Introduction
1.1 Background
1.2 Purpose
1.3 Delimitations
1.4 Definitions
1.5 Disposition
2 Frame of Reference
2.1 Marketing
2.1.1 Branding
2.1.2 New Brands
2.2 Communication
2.2.1 The Communication Process
2.2.2 The Communication Model
2.2.3 One-way and Two-way Communication
2.3 Perception
2.3.1 Perception and Marketing
2.4 Integrated Marketing Communications
2.4.1 The Tools of IMC
2.4.2 The Role of IMC
2.5 The Role of Advertising
2.5.1 Advertising Effectiveness and New Brands
2.5.2 Limitations of Advertising
2.6 The Role of Public Relations
2.6.1 Targets of PR
2.6.2 Tools of PR
2.6.3 PR Effectiveness and New Brands
2.6.4 Limitations of PR
3 Method
3.1 Choice of Method
3.2 In-depth Interviews
3.3 Sample
3.4 Method of Analysis
3.5 Limitations of Method
4 Empirical Findings
4.1 Stefan Rudels; Forsman & Bodenfors
4.2 Carl Fredrik Sammeli; Prime
4.3 Björn Mogensen; Next Communications
5 Analysis
5.1 New Brands
5.2 Communication
5.3 Perception
5.4 Integrated Marketing Communications
5.5 The Role of Advertising
5.6 The Role of PR
5.7 The 5-C Model
5.7.1 Credibility
5.7.2 Control
5.7.3 Cost
5.7.4 Creativity
5.7.5 Clutter
6 Conclusions
6.1 Conclusions
6.2 Final Discussion
6.2.1 Suggestions for Further Research
6.2.2 Thesis Criticism
6.3 Acknowledgements

Author: Axelsson, Daniel,Nordberg, Henrik

Source: Jönköping University

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