New trend in marketing

New trend in marketing

JAKARTA (JP): In a cluttered commercial era where consumers
are bombarded with a plethora of commercials everyday, more
businesses are questioning how much advertising now influences
consumer purchasing decisions, according to public relations
consultant Edward Depari.

Edward, head of the Public Relations & Investor Relations
Division of Business Advisory Indonesia, observed on Wednesday
that in an over-communicated society, consumers often develop
communications avoidance routines.

"As mass advertising and even target advertising lose some of
their cost-effectiveness, more companies have been driven to
other media, namely marketing public relations," he added.

Edward argued that public relations supports marketing by
creating events which have news value that will attract media
attention, consequently audience attention, since events are
presented in a news format rather than a form of advertisement.