The paper 'Marketing Communications Issues ' is a great example of a Marketing Assignment. Nonprofits can use public relations to promote events, call people to actions such as in the events of emergency at a lower cost, and more effectively. On the other hand, direct marketing, such as direct emailing, is more easy and convenient to use as the recipients may be requested to pass the emails further along to other people who find it valuable (Cacija 2013). Public relations can ensure that the reputation of the non-profit organization is promoted, while direct advertising promotes the organization to the audience, serves to establish a dialogue with the audience, and ultimately provides distinct information regarding the product. Direct marketing targets the existing and potential customers while PR is concerned with building a positive relationship with anyone interested in the organization. The goal of direct marketing is to reach the audience and call on them to do some form of sales-focused actions, while public relations is concerned with selling the organization's reputation. While direct marketing is concerned with bringing revenues, PR is concerned with building a positive reputation.
However, direct advertising and public relations share certain common features. They both make use of the same media, such as television. Both also require market research to identify the potential audience. They also require planning. Question 1B Explain the concept of source credibility and show how the organization’ s donors and other stakeholders might regard messages delivered through public relations as more credible than those delivered through advertising. Source credibility refers to the quality of the perceived trustworthiness or reliability of the source of communication and how it affects the persuasiveness nature of the communication (Eisend 2006).
The organization’ s donors would consider the messages the organization delivers through public relations to be more reliable than those delivered using advertising tools, as public relations have a powerful effect as the audience are likely to consider the message as intended to achieve some good rather than generate revenues for the organization. When the organization creates an interesting message that interests the public, that message is likely to be published by many media organizations, hence create a more trusting impact than advertising. The audience is also likely to be more impressed with public relations messages than advertising as bias in public relations efforts is often unlikely, compared to advertising, which tends to be biased.
Indeed, it is considered that direct advertising serves to teach audience consumption. Rather than just present the appealing feature of the organization that the audience should engage in order to promote its awareness like direct marketing does, public relations further strengthens the organization’ s image and how it should be perceived by the public. Therefore, public relations can serve to influence the attitude and opinion of a section of the audience who have not been satisfied with advertisements. Section B Question One Describe the stages of the consumer decision-making process.
What factors in your opinion, relate to the evaluation of alternatives stage? Relate this question to a recent purchase you have made.
Cacija, L 2013, "Fundraising in the context of non-profit strategic marketing: Toward a conceptual model," Management, vol. 18 no 1, pp. 59-78
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Eisend, M 2006, “Source Credibility Dimensions in Marketing Communication – A Generalized Solution,” Journal of Empirical Generalisations in Marketing, pp.1-13
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