Explain in detail why Disney's promotion of Hannah Montana is an excellent example of an organization embracing public relations and consumer-generated marketing

What will be an ideal response?

Disney has long been known for its marketing mastery based on high-quality products coupled with assertive cross-promotions. The Hannah Montana brand is a case-in-point. Getting its start as a strong product, the brand achieved its blockbuster status through the skillful implementation of marketing public relations (MPR). Disney had already demonstrated its ability to reach pre-teen and teen audiences. In the case of Hannah Montana, the firm relied on the convergence of Web and the television show to draw fans into the Hannah Montana reality. Disney used televised promotion of the show's Web site, online video clips, photos, downloads and information on the stars of the show to develop interest in the brand. Fans could also e-mail the show and possibly see their message in a screen-crawl during airing of the show. All of this orchestrated activity had an unintended benefit - fans began to create their own blogs and unofficial Web sites, which further spurred interest in Hannah Montana products. Disney was also able to earn the trust of parents through coverage of Hannah Montana in consumer and business publications.