Introduction: Proving – and Improving – PR Value The easiest and most direct way to examine the connection between public relations and sales occurs in isolated situations where public relations is the sole form of marketing communication. Simply stated, when no competing marketing communication activity exists except public relations, one may reasonably infer that … Continue reading Isolating the Effects of Media-Base Public Relations on Sales: Optimization Through Marketing Mix Modeling
In spite of increasing emphasis on coordinating all communication activities (including advertising, sales, promotion, and public relations), few studies have empirically examined this interplay of communication activities and the investigation of integrated marketing communication has received little attention in public relations scholarship. The purpose of this study is to explore companies’ use of integrated marketing … Continue reading Representing PR in the Marketing Mix: A Study on PR Variables in Marketing Mix Modeling