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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 17-13 Odwalla
assures customers of its
quality
V. Developing the
Integrated Marketing
Communications Program
17. Public Relations,
Publicity, and Corporate
Advertising
© The McGraw−Hill
Companies, 2003
Johnson marketing efforts (including a strong public relations emphasis) designed to
aid recovery were a model in proficiency that will be studied by students of marketing
(in both the classroom and the boardroom) for many years. By January 1983, almost
100 percent of the original brand share had been regained. When Odwalla’s brand was
threatened by negative publicity resulting from contaminated juice, the company
immediately recalled the product, increased safety measures, and paid medical bills
for those who had become ill. It also established a website and 800 numbers to make
information easily available to concerned customers (Exhibit 17-13). The company
has regained 100 percent of its market share as a result of these efforts. Unfortunately,
a marketer cannot always capitalize on positive publicity or control the effects of negative
publicity so effectively.
Why is publicity so much more powerful than advertising or sales promotion—or
even other forms of public relations? First, publicity is highly credible. Unlike advertising
and sales promotions, publicity is not usually perceived as being sponsored by
the company (in the negative instances, it never is). So consumers perceive this information
as more objective and place more confidence in it. In fact, Consumer Reports,
the medium responsible for one of the examples previously cited, recently ran an ad
campaign designed to promote its credibility by noting it does not accept advertising
and therefore can be objective in its evaluations.
Publicity information may be perceived as endorsed by the medium in which it
appears. For example, publicity regarding a breakthrough in the durability of golf balls
will go far to promote them if it is reported by Golf magazine. Car & Driver’s award
for car of the year reflects the magazine’s perception of the quality of the auto selected.
Still another reason for publicity’s power is its news value and the frequency of
exposure it generates. When Krispy Kreme opened a store in Woodbury, Minnesota,
anxious consumers camped out overnight waiting for the store to open. Every local
television station covered the event—some with live reports from the scene. 26 The free