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chapter17
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
IMC: Public Relations, Sponsorship and
Corporate Advertising
17-3
Chapter 17 Objectives
Distinguish between advertising & public relations
Discuss the key elements of crisis communications
Describe the difference between public relations
and publicity
Identify the tools public relations practitioners use
Explain how event sponsorships can fit into an
IMC plan
Describe the types of sponsorship advertising and
their benefits
Explain the role of corporate identity advertising
Define advocacy advertising & debate its role in a free society
17-4
Develop goodwill
Affectpublic opinion
Improvereputation
The Role of Public Relations
PR manages communication betweenstakeholders (publics) in order to:
Mutual Understanding
Positive Outcomes
Good Long-term
Relationships
Good PR creates
17-5
The Role of Public Relations
Book signings are a common form of public relations
17-6
Differences between PR and Advertising
The Role of Public Relations
Ads delivered by purchased media
PR messages not openly sponsored
Ads placed forreach & frequency
PR picked up by external media
Perceived Bias
Precision& Results
Practitioner Goals &Orientation
Ad industry focuseson marketing
communications
PR pros consider all corporate
communications
17-7
The Public Relations Job
CrisisCommunications
Planning &Research
PublicAffairs &Lobbying
Speech-writing
Fundraising,Membership,
or Events
PublicityPress
Agentry
CommunityInvolvement
ReputationManagement
PRActivities
17-8
The Public Relations Job
Rainforest Action Network fundraising ad
Insert photo 11.6, p. 345
Rainforest Action Network ad
Position = 2.9” horizontal, 1.5” vertical
Size = 4.6” TALL
Resolution = 300 dpi
17-9
The Public Relations Job
PRTools
Multimedia
Posters &Exhibits
PrintedMaterials
FeatureArticles
Photos
PressKits
NewsReleases
17-10
The Public Relations JobNews release from McGraw-Hill Companies
17-11
• Cost can be too high for a single sponsor
• Cosponsored events can be cluttered
• Return-on-investment hard to gauge
Sponsorship and Events
Sponsorship:cash or in-kind payment for a
commercial opportunity
Philanthropy:support of a cause without
commercial incentive
Sponsorship Advantages Sponsorship Drawbacks
• Rising cost of traditional media• Fragmented media audience• Diversity of leisure activities• Efficient way to reach groups• Stakeholders get involved• In-person access to customers• Reinforcement of position• Loyalty promotes sales
17-12
Sponsorship and Events:Types of Sponsorship
Annual growth of advertising, sales promotion and sponsorship
17-13
Sponsorship and Events:Types of Sponsorship
SportsMarketing
Causes Arts
Festivals, Fairs and Annual Events
Entertainment
Associations & Organizations
Venue Marketing
17-14
Sponsorshipand Events:Types of Sponsorship
Campbell’s sponsors Stamp Out Hunger
17-15
Sponsorship and Events:Types of Sponsorship
U.S. Cellular paid money to associate their name with a sports arena
17-16
Sponsorship and Events:Methods of Sponsorship
Companies canbuy into anexisting event
Companies cancreate a new event
of their ownor
Good fit betweensponsor and brandis most important
17-17
Media spending
equivalency
Pre- & post-event
Surveys
Revenue tracking devices
Sponsorship and Events: Measuring Sponsorship
Results
Measure against a benchmark
Establish clear objectives
Set measurablegoals
Establish a budget at the outset
Don’t change other variables during
sponsorship
Incorporate evaluation tools
IEG’s suggestions for measuring the value of events:
17-18
Goals of Corporate Communications
Corporate Advertising
ImprovePublic
Relations
EstablishCorporate
Identity
RecruitNew
Employees
17-19
Corporate Advertising
Public Relations Advertising
Corporate/Institutional Advertising
Corporate Identity Advertising
Recruitment Advertising
17-20
Home Depot uses public relations advertising to inform consumers about the company’s work in the community
Corporate Advertising