| Autor: |
Rea, Richard C., Atkinson, Jerrell A., Blensly, Douglas L., Chilton Jr., Carl S., Crandall, Arthur L., Del Low, Sylvester, Fagerberg Jr., Dixon, Hall, Mary F., Heath, Leslie A., Larson, Charles B., Peyroux, Robert A., Shine, J. Robert, Simkins, Stanley I., Sprague, Raymond W., Wittus, Erwin Bud, Condon, Jeff |
| Předmět: |
|
| Zdroj: |
Journal of Accountancy; Oct85, Vol. 160 Issue 4, p173-173, 1p |
| Abstrakt: |
This article presents an accounting firm's insights into the marketing area and its use of public relations counsel. The firm had organized a Hawaiian cruise with a tax-deductible seminar. It should have been an unbeatable combination: a Hawaiian cruise coupled with a personal financial planning workshop. Participants could tour four Hawaiian Islands for seven days, gain a maximum $2,000 income tax deduction and learn about financial planning in one of the world's most beautiful settings. The package was appealing, and the competition from other accounting firms offering similar programs was slight. Still, sales were going nowhere. Rather than abandoning the project, the firm decided to add a new dimension: namely, a public relations and advertising team to help promote the package. The firm had developed a promotional package that included print and radio advertising, media relations, local newspaper coverage and direct mail advertising. Everything helped to turn the once-failed cruise into a successful event. |
| Databáze: |
Complementary Index |
| Externí odkaz: |
|
