COM CM 301 Chapter Notes - Chapter 9 (Consumer Relations): Ice Cream Social, Beekeeping

• School: Boston University
• Department: Mass Communication, Advertising & Public Relations
• Course: COM CM 301
• Professor: Edward J Downes

Document Summary

Need for new publicity of a product during each stage of its lifestyle to raise consumer awareness of changes or improve market share new opportunities to establish relationships with new publics. Promotion usually falls under sales and marketing consumer relations can enhance brand loyalty and company"s reputation, impact on market share. Work changing relationships with consumer product prevention groups, activist groups, government regulatory agencies shows tension between producers and publics. Goal: reignite consumer passion and boost sales, commitment to natural ingredients, champion of underreported but critical cause of disappearing honey bees. Increase sales of new vanilla honey bee flavor and products carrying honey bee cause symbol. Focus groups to determine consumer awareness, engagement, attitude toward issue, brand"s possible role in cause. Consumers feel positive about brand and involvement. Creating awareness about issue makes consumers feel that brand truly cares. Cause helps consumers feel more connected to brand. No major food brands had adopted issue.