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The Persuasion IndustriesThe Making of Modern Britain$
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Steven McKevitt

Print publication date: 2018

Print ISBN-13: 9780198821700

Published to Oxford Scholarship Online: December 2018

DOI: 10.1093/oso/9780198821700.001.0001

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Lifestyle Choices

Lifestyle Choices

Branding and Public Relations, 1980–1997

(p.144) 5 Lifestyle Choices
The Persuasion Industries

Steven McKevitt

Oxford University Press

This chapter examines the expansion of public relations during the 1980s and its elevation within the hierarchy of brand communication during the 1990s. This was a critical time during which the persuasion industries came to the forefront. The brands that enjoyed pre-eminence at the close of the twentieth century were those that could use all forms of brand communication to create one effective and coherent global package. To that end, public relations was to prove one of the most effective vehicles for telling a brand story. This combination of new delivery methods, more compelling output, and extended reach made it possible for the first time to run campaigns targeting new and discrete audiences. Most notable in this regard was a significant increase in activity targeting males and particularly young men aged 16–30. Conversely, as a result of the same media fragmentation, reaching the kind of mass audiences previously achievable became much more difficult.

Keywords:   branding, marketing, public relations, globalization, consumer society, consumption

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