MARKETING PUBLIC RELATIONS: A CASE STUDY IN THE ADVERTISING SECTOR IN CYPRUS

This article responds to the lack of sufficient data related to Marketing Public Relations (hereinafter MPR). A literature review revealed that there is very limited published evidence regarding MPR despite its growing importance primarily due to the heightened power of word-of-mouth communication and consumer-generated marketing. Through in-depth personal interviews, an empirical investigation within the Adverting and Public Relations agencies sector in Cyprus, shows that practitioners have started to place emphasis on the use of MPR as they see it as being equally effective but less expensive than advertising in achieving primarily marketing objectives such as launching new products in the market, re-positioning brands, building brand reputation and increasing sales.