The Role of Marketing Public Relations in Cognitive Decision- Making Process through the Enhancement of Brand Awareness (A Case of Chevrolet Spin, Product of General Motors Indonesia)  

Oleh:

Anugrah, Clarissa

Jenis: Article from Proceeding
Dalam koleksi: Proceedings of the 3rd International Conference on Business and Communication (ICBC 2014) 23-24 April 2014, Swiss Garden Hotel, Kuala Lumpur, page 240-260.
Topik: Consumer Decision-­-Making Process; Marketing Public Relations; Integrated Marketing Communications
Fulltext: ICBC3 p240.pdf (685.05KB)

Isi artikel

Advertising and other kinds of promotional strategies are no longer able to stand individually. There is one important essence: ‘Trust’. Marketing Public Relations (MPR) is believed to be the strong key of credibility and capable of become the complemence for other promotional strategies and advertising. This paper strongly emphasizes the power of marketing public relations which not merely aims awareness as its goal, but using awareness to go through into the consumer decision-making process. Chevrolet Spin is a new high-involvement product, manufactured by Indonesian for Indonesian. It has been a legendary product which brought PT General Motors (GM) Indonesia into the list of Top 10 car maker in Indonesia. Regardless the ‘new’ status, consumers was brave enough to choose Chevrolet Spin as their vehicle. The writer believe that MPR played a strong role in this case. The research is done in qualitative manner with literature review to analyze secondary data. Secondary data were obtain through the news and online journals. The conclusion shows that marketing public relations certainly has a strong role in consumer decision-making process, but still need to be complemented with other strategies. Integrated Marketing Communications is the key.

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