Integrate PR and advertising to boost sales
Professor Harlan E. Spotts, Marc G. Weinberger and Michelle F. WeinbergerWestern New England University, University of Massachusetts/Amherst and Northwestern University
In B2B marketing, it is vital that PR is employed in tandem with advertising to maximise the communication value; positive press coverage can be linked directly to sales.
Publicity and advertising are considered important tools in the marketing communications toolkit. There is overwhelming evidence of traditional advertising's documented role in brand building, but there is increasing empirical evidence that publicity is as important for building the corporate brand, as opposed to just...