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Unformatted text preview: G&S Typesetters PDF proof 248 C H A P T E R 4 Consumer Relations and Marketing O U T L I N E PREVIEW TEAMING PUBLIC RELATIONS WITH MARKETING Reinvigorating an older Brand Exporting an Established Brand to New Markets Reinforcing a Brand Position Getting an Image makeover Anticipating what's Next THE STARTING POINT APPLYING PUBLIC RELATIONS TECHNIQUES TO MARKETING Product and Service Design Distribution Communication Your CEO as the Marketing Spokesperson Integrating Disciplines and Technology CONSUMER RELATIONS BRIDGES THE CORPORATION AND THE CONSUMER The Challenges of Consumer Relations Know Your Customer PUBLIC RELATIONS AND CONSUMER AFFAIRS Consumer Information and Education Generally Satisfi ed, But Not Always Served Unfair and Deceptive Practices Handling Consumer Complaints Technology And Complaints Marketing And Complaints The Corporate Liaison SUMMARY C H A P T E R 1 2 M3780.indb 248 M3780.indb 248 4/21/06 11:53:07 AM 4/21/06 11:53:07 AM G&S Typesetters PDF proof 249 P R E V I E W C onsumer relations and marketing are playing a more prominent role in public relations practice. Sophisticated techniques must be applied to understand the needs of consum- ers, solicit their comments, and attract their attention as the following example illustrates. Robyn munches on her morning bagel as her taxi zips through the early morning New York traffi c. Today is the day she and others on the Lay's project team will learn if their months of planning will generate the desired level of media coverage and drive sales for the brand's new STAX, stacked potato crisps in a portable, resealable, crush-resistant container. Frito-Lay gave the assignment to the Entertainment Marketing division of Ketchum, one of the world's leading public relations agencies, in hopes of ensuring that the product would "stack up" against the competition. The assignment was not without some pressure. Only public relations would serve as the primary sales driver for the brand. The national advertising rotation would not begin for two weeks. The taxi arrives in Times Square, and Robyn surveys the scene as she pays the driver and exits the car. The 120-foot tall, 84-foot wide—roughly seven stories high—Lay's STAX con- tainer by the NASDAQ Tower is defi nitely catching the attention of passersby. She eyes the stage area and thinks the "Lay's STAX Challenge" banner will show up well in photographs. One of Robyn's early assignments was to secure the permits and city permission needed to utilize a designated area in the center of Times Square. Robyn waves at other Ketchumites who are visiting with representatives of their launch partner, Speed Stacks. The sport of cup stacking was considered a perfect fi t for the stacked snack because it involved the brand's youth target while bringing the broad appeal of Lay's to a wide consumer audience....
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