Transcript Arens Contemporary Advertising 10e - Cal State LA

chapter
17
IMC: Public Relations,
Sponsorship and
Corporate Advertising
McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
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
Define advocacy advertising &
debate its role in a free society
Describe the types of
sponsorship advertising and
their benefits
Explain the role of corporate
identity advertising
17-4
The Role of Public Relations
PR manages communication between
stakeholders (publics) in order to:
Develop
goodwill
Affect
public opinion
Improve
reputation
Good PR creates
Mutual
Understanding
Positive
Outcomes
Good
Long-term
Relationships
17-5
The Role of Public Relations
Book signings
are a common
form of public
relations
17-6
The Role of Public Relations
Differences between PR and Advertising
Perceived
Bias
Ads delivered by
purchased media
PR messages not
openly sponsored
Precision
& Results
Ads placed for
reach & frequency
PR picked up by
external media
Ad industry focuses
on marketing
communications
PR pros consider all
corporate
communications
Practitioner
Goals &
Orientation
17-7
The Public Relations Job
PR
Activities
Planning &
Research
Reputation
Management
Public
Affairs &
Lobbying
Publicity
Press
Agentry
Crisis
Communications
Community
Involvement
Speechwriting
Fundraising,
Membership,
or Events
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
News
Releases
Press
Kits
Multimedia
Posters &
Exhibits
PR
Tools
Printed
Materials
Photos
Feature
Articles
17-10
The Public Relations Job
News release from
McGraw-Hill Companies
17-11
Sponsorship and Events
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Sponsorship:
Philanthropy:
cash or in-kind payment for a
commercial opportunity
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
• Cost can be too high for a
single sponsor
• Cosponsored events can be
cluttered
• Return-on-investment hard to
gauge
17-12
Sponsorship and Events:
Types of Sponsorship
Annual growth of
advertising,
sales promotion
and sponsorship
17-13
Sponsorship and Events:
Types of Sponsorship
Sports
Marketing
Entertainment
Causes
Arts
Festivals, Fairs and
Annual Events
Associations &
Organizations
Venue Marketing
17-14
Sponsorship
and 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 can
buy into an
existing event
or
Companies can
create a new event
of their own
Good fit between
sponsor and brand
is most important
17-17
Sponsorship and Events: Measuring
Sponsorship Results
IEG’s suggestions for measuring the value of events:
Establish clear
objectives
Set measurable
goals
Measure against a
benchmark
Don’t change other
variables during
sponsorship
Incorporate
evaluation tools
Establish a budget
at the outset
Pre- & postevent
Surveys
Media
spending
equivalency
Revenue
tracking
devices
17-18
Corporate Advertising
Goals of Corporate Communications
Improve
Public
Relations
Establish
Corporate
Identity
Recruit
New
Employees
17-19
Corporate Advertising
Public Relations
Advertising
Corporate/Institutional
Advertising
Corporate Identity
Advertising
Recruitment
Advertising
17-20
Corporate Advertising
Home Depot
uses public
relations
advertising to
inform
consumers
about the
company’s work
in the community