Name and explain two important concepts that Public Relations can adapt from the advertising and marketing fields to make PR communication more effective?
What will be an ideal response?
• The importance of consumer research—both demographic and
psychographic-- in audience identification and segmentation.
• Use an example from text: Example of Coca Cola 2 and Pepsi
Edge where they identified the 18-24 year old age group as their
target market and adapted their message and media accordingly
• Research helps to determine the target audience for the product;
the people most likely to buy it and helps to create a message that
speaks directly to that group.
• Advertising, like PR, does not speak to a "general public" but to
specific segments of identified target audiences.
• By adopting these concepts of market research to more accurately
identify and learn more about these target audiences, PR is better
able to craft messages that will effectively reach this audience and
motivate and persuade them to change their attitudes or behavior.
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