People like a company that is control of their business at
all times. They like a company to takes responsibilities for their mistakes and
fixes them in the proper manner. “One of
the most important public relations tasks for any corporation is crisis management.
Brand value can be quickly destroyed if “damage control” is not swift and
thorough.” (Chapter 18.) One reason that Dove is a strong and striving
company is because we have been in control of all of our mistakes and have
fixed them quickly and responsibly.
Another reason that we are in constant control is because of
our marketing plans and advertising campaigns. Though we have had trouble with
some of our advertisements we fixed them correctly and we still have sent a
powerful message through them. “The
marketing plan has a profound effect on an organization's advertising. It
dictates the role of advertising in the marketing mix. It enables better
implementation, control, and continuity of advertising programs, and it guides
the allocation of advertising dollars. Successful organizations do not separate
advertising plans from marketing. They view each as a vital building block for
success.” (Chapter 8.)
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