Public Relations to Make Known any New Information - Research Paper Example

By sponsoring these events, Apple will greatly promote customer loyalty and attract potential customers. Public relations will also be promoted through improved and suitable customer care services, such as setting up a shortcut key on the interface of the CarPlay system for customer emergency calls.

Direct marketing has proven to be efficient in letting customers know about a product. The company informs the customers about the product directly through services such as email, short messaging services, among others (Percy and Richard, 103). This shall be adopted to promote maximum interaction between the company and the customers. Online advertising through websites, new media and social media shall be adopted as many people are connected to the internet world. However, it is important to note that CarPlay is a cell phone application which means that the internet and websites shall be used to advertise and promote CarPlay. Online marketing shall not be used to make sales but rather to increase the knowledge of the product.  

Sales promotion has also been proven to inform customers about new products or about improvements and changes in products. Most importantly, having promotions could increase potential sales. Since CarPlay is a new product, sales promotions would maximize the acceptance rates of CarPlay. We plan to give our customers free iTunes gift cards as long as they purchase cars with the CarPlay system on them. In addition to the gift cards, we will adopt the celebrity effects, which will involve Hollywood stars using CarPlay on their cars. This will build credibility and trust among the customers. In addition, companies that sell the cars in which CarPlay is being installed will further provide information about the product. As customers visit the shops to purchase these cars and others supplied by the different companies, they shall inform the customers of the new product, and this will not be paid for. Apple will benefit from this approach, and as a result, the product shall receive more free publicity and exposure.

Personal selling shall also be included in the advertising campaign in order to increase the chances of the product being accepted. This will involve the use of an agent who will engage the customers personally by explaining the importance, value and uniqueness of the product. For Apple, having their well-trained employees in the retail store is the best way of personal selling. These employees are friendly and knowledgeable, and they provide customers with an extraordinary store experience. This further increases the chances of orders being made, which would not have happened without personal selling.

Our integration strategy for the whole campaign, in terms of advertising, is to mix up continuity scheduling in the first few months, and thereafter, the company shall adopt a pulse scheduling effect. In the continuity scheduling, advertising shall be carried out evenly in all months. Thereafter, the pulse scheduling effect shall be adopted whereby the advertising campaign shall see more promotion of the products at certain periods.

For communications management, it is important that a company follows up on the success of its communication plan and the advertising campaign (Percy and Richard, 265). This is important for the company since it will be able to analyze the success of its strategies. This will also help to determine whether new approaches need to be adopted or whether the adopted strategies have been efficient.