44694909 Advertising and Promotion Belch Ch17

7/29/2019 44694909 Advertising and Promotion Belch Ch17

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Public Relations, Publicity,and Corporate Advertising


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A management function

evaluates public attitudeswhich

identifies the policies and proceduresand

an organization with the public interestof

executes a program of action (and communication)and

earn public understanding and acceptanceto

executes a program of action (and communication)

an organization with the public interest

identifies the policies and procedures

evaluates public attitudes

A management function

Public Relations Defined


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Identification of policiesand procedures

Determination andevaluation of public

attitudes

Identification of policiesand procedures

Determination andevaluation of public

attitudes

Public Relations Management Process

Development andexecution of the

program

PR


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Customers

Employees

Investors

Government

Community

Suppliers

Suppliers

Employees

Government

Investors

Customers

Traditional PR Perspective

PublicRelations

Department


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Integration of PR into IMC Process

MarketingDepartment

PublicRelations

Separate

MarketingDepartment

PublicRelations

Coordinated

MarketingDepartment

PublicRelations

Integrated


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Marketing Public Relations (MPR) Functions

Building marketplace excitement before media advertising breaks

Creating advertising news where there is no product news

Introducing a product with little or no advertising

Providing a value-added customer service

Building brand-to-customer bonds

Influencing influentials, providing information to opinion leaders

Improving ROI

Defending products at risk, giving consumers a reason to buy

Building marketplace excitement before media advertising breaks

Creating advertising news where there is no product news

Introducing a product with little or no advertising

Providing a value-added customer service

Building brand-to-customer bonds

Influencing influentials, providing information to opinion leaders

Improving ROI


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Benefits of Marketing Public Relations

Difficult to tie in slogans orother advertising devices

No standards for effectivemeasurement

Lack of control over media

Media time and spacearent guaranteed

A cost-effective way toreach the market

A highly targeted way toconduct public relations

Endorsements byindependent third parties

Achievement of credibility

Makes advertising

messages more credible

Breaks though the clutter

Circumvents resistance to

sales efforts

Advantages Disadvantages

Difficult to tie in slogans orother advertising devices

Lack of control over media

Media time and spacearent guaranteed

A cost-effective way toreach the market

A highly targeted way toconduct public relations

Endorsements byindependent third parties

Achievement of credibility

Makes advertising

messages more credible

Breaks though the clutter

Circumvents resistance to

sales efforts

Improved ROIImproved ROI

Creates influence amongopinion leaders

Creates influence amongopinion leaders

Improved media

involvement w/customers

Improved media

involvement w/customers


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The Process of Public Relations

Measuring Program Effectiveness

Developing and Executing a PR Program

Establishing a PR Plan

Determining and Evaluating Public Attitudes

Developing and Executing a PR Program

Establishing a PR Plan

Determining and Evaluating Public Attitudes


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Provides input forthe planning process

Serves as an earlywarning system

Secures internalcooperation, support

Secures internalcooperation, support

Serves as an earlywarning system

Provides input forthe planning process

Research on Public Attitudes

Increasescommunications

effectiveness


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10 Questions for Evaluating PR Plans

1. Does plan reflect thoroughunderstanding ofcompanys businesssituation?

2. Has the PR program made

good use of research andbackground sources?

3. Does the plan include fullanalysis of recent editorialcoverage?

4. Do the PR people fully

understand the productsstrengths andweaknesses?

5. Does the PR programdescribe several cogent,relevant conclusions fromthe research?

6. Are the program objectivesspecific and measurable?

7. Does the program clearlydescribe what the PRactivity will be and how it

will benefit the company?8. Does the program describehow its results will bemeasured?

9. Do the research, objectives,activities, and evaluations

tie together?10 Has the PR department

communicated withmarketing dept. throughoutthe development of theprogram?


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Determining thePR Audiences

The Media

Governments

Financial GroupsThe Media

Governments

External or Independent

Educators

Civic and BusinessOrganizations

Educators

Civic and BusinessOrganizations

Customers and

Clients

Employees of theFirm

Vendors and

SuppliersCommunityMembers

Stockholders andInvestors

Stockholders andInvestors

Customers and

Clients

Employees of theFirm

Vendors and

Suppliers

Community

Members

Internal or Associated


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Implementing the PR Program

PressReleases

CommunityInvolvement

PressConferences

Exclusives

Interviews

The Internet

PR Tools

PressReleases

CommunityInvolvement

PressConferences

ExclusivesThe Internet


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The Internet offers the ability to providemuch more substantial information

The Internet provides the media with instantaccess to additional sources of information

The Internet allows information to bepresented quickly

The Internet provides the media with instantaccess to additional sources of information

The Internet allows information to bepresented quickly

The Internet as a PR Tool


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Credibility

LeadGeneration

Cost Savings

Avoidance of

Clutter

ImageBuilding

SelectivitySelectivity

LeadGeneration

Avoidance of

Clutter

Cost Savings

Credibility

Advantages of Public Relations

PRProvides


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Positivearticles over

time

Negativearticles over

time

Negativearticles over

time

Positivearticles over

time

Over time

On the

targetaudience

On specific

targetaudiences

SubjectPublica-

tion ReporterTarget

audience

Over time

On the

targetaudience

On specific

targetaudiences

SubjectPublica-

tion Reporter

Criteria for Measuring PR Effectiveness

Percentage ofpositive and

negative articlesby . . .

Ratio of positiveto negative

articles

Percentage of . .

Total number ofimpressions . . .


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May Be Out of the Marketers Control

Part of the PR Process

The Generation of News About a Person,Product, or Service That Appears in the Media

Part of the PR Process

The Generation of News About a Person,Product, or Service That Appears in the Media

Publicity


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Inaccuracy, omission,or distortion may

result

Timing difficult orimpossible to control

Substantial credibility

News value

Significant word-of-

mouth

Perception ofendorsement by

media

Advantages and Disadvantages of PublicityAdvantages Disadvantages

Timing difficult orimpossible to controlSubstantial credibility

News value

Significant word-of-

mouth

Perception ofendorsement by

media


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Imageenhancement

Assuming aposition on anissue or cause

Imageenhancement

Assuming aposition on anissue or cause

Corporate Advertising

An extension of the PRfunction

Promotes the organization

Does not promote a specific

product or service

An extension of the PRfunction

Does not promote a specific

product or service

Seeksinvolvement


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Corporateadvertising Is awaste of money

Consumers arentinterested in thisform of advertising

The firms financesor image must be in

trouble

This is a costly formof corporate self-

indulgence

Why Corporate Advertising is Controversial

Claims ofOpponents to

CorporateAdvertising

Corporateadvertising Is awaste of money

Consumers arentinterested in thisform of advertising

The firms financesor image must be in

trouble


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Create a positive

image for thefirm

Smooth laborrelations

Communicatethe

organizations

viewpoint

Boost employee

morale

Establishdiversifiedcompanys

identity

Help newly

deregulatedindustries

Help newly

deregulatedindustries

Smooth laborrelations

Boost employee

morale

Communicatethe

organizations

viewpoint

Create a positive

image for thefirm

Objectives of Corporate Advertising

Objectives


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Positioning Ads

Sponsorship

Recruitment

General Image Ads

Financial Support

General Image Ads

Positioning Ads

Sponsorship

Recruitment

Types of Corporate Advertising

ImageAdvertising

Event

Sponsorship

AdvocacyAdvertising

Cause-relatedAdvertising


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SportingEvents

Music,Entertainment

Causes Festivals

Cultural Events Arts

SportingEvents

Music,Entertainment

Causes Festivals

Cultural Events

Event Sponsorship

Corporate Sponsor


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Advocacy Advertising

Advocacy advertising:is the propagation of ideas and

elucidation of controversial socialissues of public importance in amanner that supports theinterests of the sponsor.


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Cause Related Marketing

Cause related marketing:is a form of marketing whereby

companies link with charities ornonprofit organizations ascontributing sponsors.


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Raises questions ofconstitutionality and

ethics

May havequestionableeffectiveness

Excellent vehicle forpositioning the firm

Takes advantage ofbenefits derived from

public relations

Reaches a selectedtarget market

May havequestionableeffectiveness

Reaches a selectedtarget market

Takes advantage ofbenefits derived from

public relations

Excellent vehicle forpositioning the firm

Advantages and Disadvantages ofCorporate Advertising

Advantages Disadvantages


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Relating to Stock Prices

Attitude Surveys

Relating to Stock Prices

Attitude Surveys

Measuring Corporate Advertising

Effectiveness

Focus Group Research

Effective?

Documents

44694909 Advertising and Promotion Belch Ch17