Tuesday, November 10, 2015

Classic Publicity 

The Macy's Thanksgiving Day Parade has been going for so long that no one quite remembers it was originally and still is a publicity event for the store.  The parade has taken on a life of its own.  Macy's to its credit has allowed the parade to expand and include a little of everything from bands to balloons to dancers and pop and Broadway stars.  The publicity is immeasurable and defines Macy's as an essential part of Christmas cheer.  It is not often that an entity can create something that at its heart is commerce but in its presentation is community relations.  As such, the Thanksgiving Day Parade deserves a close examination for how it got started and how it grew.  The first couple of years it was a publicity stunt on the part of the store, but then it turned into something else and over time as the balloons were added it became a parade like none other.  Today, tens of millions line the parade route or watch the parade on television.  Children who don't know Macy's from K-Mart stare wide-eyed at the passing characters they know from cartoons.  Their parents know and that is enough for Macy's.


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