The Role of Marketing Public Relations in Cognitive Decision-Making Process through the Enhancement of Brand Awareness (A Case of Chevrolet Spin, Product of General Motors Indonesia)

Clarissa Anugrah (Faculty of Business Administration and Communication Sciences, Atma Jaya Indonesia Catholic University, Jakarta)

Jurnal InterAct
Vol 3, No 1 (2014): Jurnal InterAct

Advertising and other kinds of promotional strategies are no longer able to stand individually. There is one important essence:‘Trust’. Marketing Public Relations (MPR) is believed to be the strong key of credibility and capable of becoming the main driver for promotional strategies and advertising. This paper strongly emphasizes the power of marketing public relations which not merely aims awareness as its goal, but using awareness to penetrate into the consumer decision-making process. Chevrolet Spin is a new high-involvement product, manufactured by Indonesian for Indonesian. It has been a legendary product which brought PT General Motors (GM) Indonesia into the list of Top 10 car makers in Indonesia. Regardless the ‘new’ status, consumers were brave enough to choose Chevrolet Spin as their vehicle. This qualitative research was done through analysis of news and online journals and interviews with consumers. The conclusion shows that marketing public relations certainly has a strong role in consumer decision-making process, but still need to be complemented with other strategies, using elements in the Integrated Marketing Communication mix.