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5 pages. This paper analyzes a public relations article regarding the manufactured housing industry. This article was chosen because public relations is working very hard to overcome the image of the 'mobile home' or 'trailer house' as they try to attract more people to purchase their homes. The analysis will include information about target audience, goodwill, objectives, ethics and several other topics. Bibliography lists 1 source.
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5 pages (~225 words per page)
File: D0_JAprnews.rtf
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of the mobile home or trailer house as they try to attract more people to purchase their homes. The analysis will include information about target audience, goodwill, objectives, ethics
and several other topics. THE TARGET AUDIENCE In order to upgrade conventional beliefs about what a manufactured home actually is, Fleetwood , one of the countrys largest manufacturers
of modular housing, has instigated a nationwide advertising campaign in order to set people straight about what manufactured housing really is. Kimberly Gerber, advertising and public relations manager, says
that this twenty million dollar campaign is not only the "largest ad campaign ever for Fleetwood, its also the industrys first major initiative. Included are radio and television commercials, black-and-white
newspaper ads and billboards, all carrying the tag line Quality for life" (Cahners Publishing Company 80). While this industry has literally remade itself from the ground up, it still
carries with it a social stigma of the days gone by which is that of the old time trailer parks, and the type of people who inhabit them. "The
goal is to not only raise the awareness of Fleetwood Homes, but also the perception of quality," says Gerber. "We want people to view manufactured housing as a palatable option,
not just their only choice of housing or a last resort" (Cahners Publishing Company 80). The trailer park image lives on today, it seems. The ordinary person and even
city officials consider trailer parks a place for transients, people with large numbers of children and possibly living on welfare, with junked cars and pit bulls in the yard.
For this reason there are usually problems getting appropriate zoning or even finding suitable locations for a manufactured housing community. The stigma is still there, and it is not
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