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.