Explain in precise terms the ways MPR differs from other components in the promotional mix and why marketers need to understand such differences

Question

What will be an ideal response?

Answer 1

Marketers generally consider MPR to be a marketing function because it does not supersede other types of public relations. MPR is public relations employed for marketing purposes. The purpose of marketing is to change or maintain the beliefs or purchasing behavior of customers toward a product or service. The marketing mix is the set of tools marketers use to manage this process, commonly known as the four Ps (product, price, place and promotion). The final category, promotion, includes MPR. The promotional mix, sometimes referred to as integrated marketing communication, includes public relations activities (of which MPR is one type) and other non-MPR tools such as advertising, personal selling and trade promotions. The non-MPR activities depend on marketers paying for promotional messages and generally do not involve voluntary intermediaries who spread promotional messages about a firm's products. MPR strategies and tactics are different, as are the ways consumers perceive promotional messages created and disseminated within the context of a MPR campaign. Because of these differences, marketers need to cautiously balance MPR and non-MPR activities in order to optimize the effectiveness of the marketing program. In addition, communication between an organization and its publics is not limited to marketing situations. Any type of interaction can affect product sales or organizational image. Thus, firms need to devote appropriate resources to managing this communication process, regardless of who the players are.