Transcript Publications

Public Relations
Sales Promotion
Events, and Sponsorships
Public Relations
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what PR is and how it differs from advertising
most common types of PR programs
Analyze the key decisions in PR planning
Explain the most common types of PR tools
Discuss the importance of measuring the
results of PR efforts
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The Practice of Public Relations
• Used to generate goodwill for an organization
• Helps an organization and its publics relate to
each other
3/40
Comparing Public Relations and
Advertising
• Media use
• Control
• Credibility
• Public relations people
seek to persuade media
gatekeepers to carry
stories about their
companies
• This aspect of PR is
called publicity
4/40
Comparing Public Relations and
Advertising
• Media use
• Control
• Credibility
• In the case of news
stories, public relations
people are at the mercy
of the media gatekeeper
• Advertising runs exactly
as the client who paid
for it has approved
5/40
Comparing Public Relations and
Advertising
• Media use
• Control
• Credibility
• The public tends to trust
the media more than
they do advertisers
• Implied third-party
endorsement
6/40
Types of Public Relations Programs
• Media relations
• Employee
relations
• Financial relations
• Public affairs
• Fund-raising
• Cause marketing
• Focuses on developing
media contacts
• Knowing who in the
media might be
interested in the
organization’s story
7/40
Types of Public Relations Programs
• Media relations
• Employee
relations
• Financial relations
• Public affairs
• Fund-raising
• Cause marketing
• Programs that
communicate
information to
employees
• Internal marketing
– Communication efforts
aimed at informing
employees about
marketing programs
8/40
Types of Public Relations Programs
• Media relations
• Employee
relations
• Financial relations
• Public affairs
• Fund-raising
• Cause marketing
• All communication
efforts aimed at the
financial community
9/40
Types of Public Relations Programs
• Media relations
• Employee
relations
• Financial relations
• Public affairs
• Fund-raising
• Cause marketing
• Corporate
communication
programs with
government and with
the public on issues
related to government
and regulation
– Lobbying
– Issue management
10/40
Types of Public Relations Programs
• Media relations
• Employee
relations
• Financial relations
• Public affairs
• Fund-raising
• Cause marketing
• The practice of raising
money by collecting
donations
11/40
Types of Public Relations Programs
• Media relations
• Employee
relations
• Financial relations
• Public affairs
• Fund-raising
• Cause marketing
• When companies
associate themselves
with a cause, providing
assistance and financial
support
12/40
Public Relations Planning
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Research and SWOT analysis
Targeting
Objectives and strategies
The Big Idea
PR’s Role in IMC
13/40
Public Relations Tools
• Controlled media
• Uncontrolled media
• Semicontrolled
Advertising
• House ads
• Public service
announcements
• Corporate advertising
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Public Relations Tools
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Publicity
News releases
Pitch letters
Press conferences
Media tours
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Publications
Pamphlets
Booklets
Annual reports
Books
Bulletins
Newsletters
Inserts and enclosures
Position papers
15/40
Public Relations Tools
Videos/DVDs,
CDs, Books
• Ideal tools for
distributing in-depth
information
Speakers and Photos
• Speaker’s bureau
– A group of articulate
people who will talk
about topics at the
public’s request
• PR departments
maintain file of photos
to provide to the public
16/40
Public Relations Tools
Displays and Exhibits
• Booths
• Racks and holders for
promotional literature
• Signage
Special Events/Tours
• Celebrate company
milestones
– Open houses
– Birthday celebrations
– Corporate sponsorship of
events
17/40
Public Relations Tools
Online Communication
• Intranet
– Connects people within
an organization
• External communication
• Internal communication
• Web challenges
• Extranet
– Connects people in one
business with its
business partners
18/40
Effectiveness and PR Excellence
• Evaluation is based on
setting measurable
objectives in the
beginning
• Practitioners track the
impact of a campaign in
terms of output and
outcome
Factors of Excellent PR
• 14 factors of excellent
PR grouped into four
categories
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Program level
Departmental level
Organizational level
Effects of excellent PR
19/40
• Explain the principles that drive the use of
sales promotion
• List and explain the use of various consumer
promotions
• Summarize the types and purposes of trade
promotions
• Describe the use of other types of promotions
• Explain the strategic use of promotions in
marketing
20/40
Sales Promotion
• A marketing discipline that utilizes a variety of
incentive techniques to structure sales-related
programs that generate a specific, measurable
action or response
21/40
Growth in Sales Promotion
• Pressure for short-term
profits
• Need for accountability
• Easy to evaluate
Move to Sales Promotion
• Consumer behavior
• Pricing
• Market share
• Parity products
• Power of the retailer
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Consumer Promotions
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Price deals
Coupons
Refunds and rebates
Sampling
Contests and
sweepstakes
• Premiums
• Specialties
• Temporary price
reduction or sale price
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Cents-off
Price-pack deals
Bonus packs
Banded packs
23/40
Consumer Promotions
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Price deals
Coupons
Refunds and rebates
Sampling
Contests and
sweepstakes
• Premiums
• Specialties
• Provide a discount on
the price of the product
– Retailer
– Manufacturer
24/40
Consumer Promotions
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Price deals
Coupons
Refunds and rebates
Sampling
Contests and
sweepstakes
• Premiums
• Specialties
• Marketer’s offer to
return a certain amount
of money to the
consumer
25/40
Consumer Promotions
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Price deals
Coupons
Refunds and rebates
Sampling
Contests and
sweepstakes
• Premiums
• Specialties
• Allowing the consumer
to try the product or
service
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Consumer Promotions
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Price deals
Coupons
Refunds and rebates
Sampling
Contests and
sweepstakes
• Premiums
• Specialties
• Create excitement by
promising something
for nothing
• Contests based on skill
or ability
• Sweepstakes based on
luck
27/40
Consumer Promotions
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Price deals
Coupons
Refunds and rebates
Sampling
Contests and
sweepstakes
• Premiums
• Specialties
• Tangible reward for a
particular act
• Work by adding value to
the product
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Store premiums
In-pack premiums
On-pack premiums
Container premiums
• Self-liquidating
28/40
Consumer Promotions
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Price deals
Coupons
Refunds and rebates
Sampling
Contests and
sweepstakes
• Premiums
• Specialties
• Presents the brand’s
name on something that
is given away as a
reminder
29/40
How to Use Consumer Promotions
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Awareness
Trial
Maintain or increase market share
Brand reminder
30/40
Trade Promotions
• Point-of-purchase
display
• Retailer kits
• Trade incentives and
deals
• Contests
• Trade shows and
exhibits
• Manufacturer-designed
display distributed to
retailers
• Retailers use the
displays to call their
customer’s attention to
product promotions
31/40
Trade Promotions
• Point-of-purchase
display
• Retailer kits
• Trade incentives and
deals
• Contests
• Trade shows and
exhibits
• Materials that support
retailer’s selling efforts
or help representatives
make sales calls on
prospective retailing
customers
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Trade Promotions
• Point-of-purchase
display
• Retailer kits
• Trade incentives and
deals
• Contests
• Trade shows and
exhibits
• When a manufacturer
rewards a seller
financially for purchase
or support
– Buying allowances
– Advertising allowances
33/40
Trade Promotions
• Point-of-purchase
display
• Retailer kits
• Trade incentives and
deals
• Contests
• Trade shows and
exhibits
• Advertisers can develop
contests and
sweepstakes to motivate
resellers
• Contests far more
common
34/40
Trade Promotions
• Point-of-purchase
display
• Retailer kits
• Trade incentives and
deals
• Contests
• Trade shows and
exhibits
• When companies in the
same industry gather to
present and sell their
merchandise and to
demonstrate products
35/40
How to Use Trade Promotion
• Two primary roles for a
trade promotion
– Trade support
– Excitement
• Demand: Push-and-Pull
strategies
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Bonuses
Dealer loaders
Buying allowances
Advertising allowances
Cooperative advertising
Display allowance
• Attention
• Motivation
• Information
36/40
Promotions That Cross the Lines
• Promotion techniques
that blur the lines
between promotions,
advertising, and public
relations
• Sponsorships and event
marketing
• Other promotional
support
• Interactive and Internet
promotions
• Loyalty programs
• Partnership programs
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Promotion Strategy
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Promotion objectives
The issue of brand building
Promotion integration
Promotion effectiveness
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