Applied Managerial Marketing- Phase 1 DB - Essay Example

lly-relevant campaigns such as "Give Your Two Cents Worth" concept as part of its Childrens Safe Drinking Water campaign and the newly-introduced Pampers® Tetanus Vaccination Campaign in cooperation with UNICEF. The press release talks about P&G to increase funding and scope for its Live, Learn and Thrive™ partnership with the Clinton Global Initiative (CGI). When viewed from a larger perspective, the press release is one of the tools in P&G’s integrated marketing communications mix, under Public Relations.

The communications strategy used in this case is ‘affective strategy’—mentioned by Pickton and Broderick as adopted from the creative strategies identified by Patti and Frazer, (2002, p. 424) that “invokes involvement and emotion… [And] Not usually associated with ‘selling’ emphasis…” The press release entitled “New Water Purification Product from Reliance Products and Procter & Gamble now Available in Retail Stores” dated last February 14 is about a new product introduction by Reliance Products, L.P. and P&G--PUR Purifier of Water technology, a powdered water clarifier and disinfectant designed for outdoor recreation and emergency preparedness use.

The press release serves to introduce the product to the public by educating the masses about its benefits—it provides clean drinking water at a very low cost per liter, and can be purchased in complete water treatment kits, or as additional replacement treatment packs. The press release has been used, in integration with the other marketing communications elements such as sales promotions. In contrast to the previous press release mentioned, this one uses an ‘informational strategy’ as identified by Pickton and Broderick (2002, p. 426), which primary aim is to educate and give details to convey pieces of information.

While a press release is just one of the tools which aim is to work in harmony with the other elements of the integrated communications mix of a company, P&G has been