Transcript No Slide Title

Chapter Nineteen
Marketing Public
Relations and
Sponsorship
Marketing
Chapter Nineteen Objectives
• Explain the nature and role of
marketing public relations (MPR)
• Distinguish between proactive and
reactive MPR
• Understand the types of commercial
rumors and how to control them
Chapter Nineteen Objectives
• Explain event sponsorship and how
to select appropriate events
• Explain the nature and use of causeoriented marketing
Marketing Public Relations
Marketing Public Relations (MPR)
Marketing-oriented aspect of public
relations that is an organizational
activity involved with fostering
goodwill between a company and its
various publics
Marketing Public Relations
Proactive MPR
• Dictated by a
company’s marketing
objectives
• Offensively oriented
and opportunity
seeking
Proactive MPR
• The conduct of
public relations in
response to outside
influences
• Attempt to repair
company’s
reputation, prevent
market erosion, and
regain lost sales
Proactive MPR
Proactive MPR
Widely used forms
of publicity in MPR
• Product introductions
or product revisions
• Credibility accounts
for the effectiveness
• Publicity is the major
tool
Product releases
Executive-statement
Feature articles
Proactive MPR
Product releases
Executivestatement
Feature articles
• Announce new
products
• Provide relevant
information, features
and benefit
• Audiovisual product
releases (video news
releases, or VNRs)
gained wide usage
Proactive MPR
Product releases
Executivestatement
Feature articles
• News releases quoting
CEOs and other
corporate executives
• May address a wide
variety of issues
• Published in the news
section
• Carry a significant
degree of credibility
Proactive MPR
Product releases
Executivestatement
Feature articles
• Detailed descriptions of
products or other
newsworthy programs
• Written by a PR firm for
immediate publications
or airing
• Inexpensive to prepare
Reactive MPR
• Often product
defects and failures
are the factors
• Quick and positive
responses are
imperative
Negative publicity
cases
• Product tampering
cases -Tylenol and
Sudafed
• The Perrier case
• The Pepsi Hoax
• Coke in Europe
Rumors and Urban Legends
Commercial
rumors
Widely circulated but
unverified propositions
Conspiracy
rumors
Involve supposed company
policies or practices that
are threatening or
undesirable to consumers
Contamination
rumors
Deal with undesirable or
harmful product or store
features
* Combat a rumor to put it out! *
Reactive MPR
Johnson & Johnson’s
efforts to retain
customers using
reactive MPR
Reactive MPR
Old
and
Proctor
and
Gamble’s
Logos
New
Reactive MPR
Sponsorship Marketing
Involve investments in events or
causes for the purpose of achieving
various corporate objective
Event
sponsorships
Cause-oriented
sponsorships
Why Growth in Sponsorships
• Avoid the clutter inherent in
advertising media
• Help companies respond to
consumers’ changing media habits
• Help companies gain the approval of
various constituencies
• Can enhance brand equity
• Enables marketers to target their
efforts to geographic regions and/or
to lifestyle groups
Event Sponsorships
Event Sponsorship
A form of brand promotion that ties a
brand to a meaningful athletic,
entertainment, cultural , social, or other
type of high-interest public activity
Selecting Sponsorship Event
• Consistent with brand image?
• Reach the desired target market?
• Has competition ever sponsored the
event?
• Is the event cluttered?
• Compliment existing sponsorships?
• Economically viable?
Creating Customized Events
• Developing its own events rather
than sponsoring existing events
• Provides a brand total control over
the event
• Can be more effective but less costly
Creating Customized Events
The Oscar Mayer Wienermobile
Event Sponsorships
Ambushing Events
When companies that are not official
sponsors undertake marketing efforts
to convey the impression that they are
Event Related Promotion
Cause-related marketing illustration
Cause-Related Marketing (CPM)
Cause-Related Marketing
Based on the idea that a company will
contribute to a cause every time the
customer undertakes some action
Benefits of CPM
•
•
•
•
•
•
•
Enhance corporate or brand image
Thwart negative publicity
Generate incremental sales
Increase brand awareness
Broaden customer base
Reach new market segments
Increase sales at retail level
Cause-Related Marketing
Cause-related
marketing
illustration
Cause-Related Marketing
Cause-related
marketing
illustration
Cause-Related Marketing
Cause Related
Marketing
CRM
Cause-Related Marketing
Promotion of
AIDS awareness
Cause-Related Marketing
Relevant cause