Advertising in dire straits

Advertising has lost its traditional position as the preeminent marketing tool to a combination of public relations, endorsement, and distribution methods. Research has revealed that many consumers make buying decisions based on peer group acceptance of a product, point-of-purchase marketing, and the recommendation of those whose opinions they respect. Consumers have become more suspicious and discerning in their purchasing behavior, and often avoid conventionally advertised products. Products being introduced can be promoted through purchased shelf space, distribution of samples, and coupons. Certain products are best marketed by distributors, such as pet food through veterinarians, and hair-care products through beauty salons. Positive public relations gained from sponsoring events and charities can have more credibility with consumers than advertising.