MARKETING COMMUNICATION DIGEST

Here is the concluding part of the article "Is PR preferable to Advertising when launching a product?" 4. Product Modification Feedback is an important element in a PR launch. By launching the PR program ahead of the actual product introduction, there is enough time to modify the product or its price before it goes on sale. Supermarkets and other distribution outlets like to participate in the brand-building process. They will often make many good suggestions you can use to modify the product, the packaging, the pricing and even the PR. Advertising is different . Once a big-bang advertising programme is launched, a company is committed. There is little feedback and no time to change the product or service before it's introduced to consumers. 5.  Message Modification Feedback from a PR programme also allows a company to modify the brand's message for greater consumer appeal. The media looks at your PR messages from the consumer's point of vi...

Beyond selfies And so, Mark Zuckerberg came visiting Nigeria, privately, but even had to come back at the behest of the Federal Government, which was possibly hoping to reap from the opportunities offered by the huge Publicity to be generated by the visit of the $56b man who came calling with no airs or fanfare. Back-slapping, klieg lights, dinner, photo ops and all, soon followed. But the question remains: how have we, as Nigerians, benefitted from this visit? Were there any Zuckerberg endorsements for the technological efforts of our government and people? Besides hyping our jollof rice, was there any consequential upping of the info-tech game and a concrete augmentation of the terrain? Mark our jollof Myriad questions might be essential, but they are not the essence of this piece. The contention is whether Nigeria and its managers have been successful at exploiting social media platforms in the mobilisation and positive orientation of its teeming, restive youth ...