   2007 Thomson South-Western Marketing-Oriented Public Relations and Sponsorships  Chapter Twenty
Is It Time to Say Goodbye to Advertising? Probably Not!  <ul><li>The role that PR (or MPR) should play in a firm’s marcom ...
Marketing Public Relations <ul><li>Marketing Public Relations (MPR) </li></ul><ul><li>Marketing-oriented aspect of public ...
Marketing Public Relations <ul><li>Dictated by a company’s marketing objectives </li></ul><ul><li>Offensively oriented and...
Proactive MPR <ul><li>Product introductions or product revisions </li></ul><ul><li>Credibility accounts for the effectiven...
<ul><li>Announce new products </li></ul><ul><li>Provide relevant information, features and benefit </li></ul><ul><li>Audio...
<ul><li>News releases quoting CEOs and other corporate executives </li></ul><ul><li>May address a wide variety of issues <...
<ul><li>Detailed descriptions of products or other newsworthy programs  </li></ul><ul><li>Written by a PR firm for immedia...
Reactive MPR <ul><li>Often product defects and failures are the factors </li></ul><ul><li>Quick and positive responses are...
Reactive MPR <ul><li>Coke and Pepsi In India  </li></ul><ul><li>Corporate Response and Crisis Management  </li></ul>Negati...
Rumors and Urban Legends * Combat a rumor to put it out! *
Sponsorship Marketing <ul><li>Involve investments in events or </li></ul><ul><li>causes for the purpose of achieving </li>...
Why Growth in Sponsorships <ul><li>Avoid the clutter inherent in advertising media </li></ul><ul><li>Help companies respon...
Event Sponsorships <ul><li>Event Sponsorship </li></ul><ul><li>A form of brand promotion that ties a </li></ul><ul><li>bra...
Selecting Sponsorship Events <ul><li>Consistent with brand image? </li></ul><ul><li>Reach the desired target market? </li>...
Creating Customized Events <ul><li>Developing its own events rather than sponsoring existing events </li></ul><ul><li>Prov...
Event Sponsorships <ul><li>Ambushing Events </li></ul><ul><li>When companies that are not official </li></ul><ul><li>spons...
Cause-Related Marketing <ul><li>Based on the idea that a company will </li></ul><ul><li>contribute to a cause every time t...
Benefits of Cause Related Marketing <ul><li>Enhance corporate or brand image </li></ul><ul><li>Thwart negative publicity <...
Cause-Related Marketing <ul><li>Yoplait’s Save  </li></ul><ul><li>Lids to Save </li></ul><ul><li>Lives CRM  </li></ul><ul>...
<ul><li>Fit  </li></ul><ul><li>It is important to fit the brand to a cause that is naturally related to its benefits, imag...
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2007 Thomson South-Western Marketing-Oriented Public ...

  1. 1.  2007 Thomson South-Western Marketing-Oriented Public Relations and Sponsorships Chapter Twenty
  2. 2. Is It Time to Say Goodbye to Advertising? Probably Not! <ul><li>The role that PR (or MPR) should play in a firm’s marcom program has been the subject of much debate. </li></ul><ul><li>Creative and powerful public relations can introduce new products with very little advertising involved. </li></ul><ul><li>Works best for products that are new and innovative and can capture the attention of the media. </li></ul>
  3. 3. Marketing Public Relations <ul><li>Marketing Public Relations (MPR) </li></ul><ul><li>Marketing-oriented aspect of public relations that is an organizational activity involved with fostering goodwill between a company and its various publics. </li></ul>
  4. 4. Marketing Public Relations <ul><li>Dictated by a company’s marketing objectives </li></ul><ul><li>Offensively oriented and opportunity seeking </li></ul>Proactive MPR Reactive MPR <ul><li>The conduct of public relations in response to outside influences </li></ul><ul><li>Attempt to repair company’s reputation, prevent market erosion, and regain lost sales </li></ul>
  5. 5. Proactive MPR <ul><li>Product introductions or product revisions </li></ul><ul><li>Credibility accounts for the effectiveness </li></ul><ul><li>Publicity is the major tool </li></ul>Product releases Executive-statement Feature articles Proactive MPR Widely used forms of publicity in MPR
  6. 6. <ul><li>Announce new products </li></ul><ul><li>Provide relevant information, features and benefit </li></ul><ul><li>Audiovisual product releases (video news releases, or VNRs) gained wide usage </li></ul>Proactive MPR Product releases Executive- statement Feature articles
  7. 7. <ul><li>News releases quoting CEOs and other corporate executives </li></ul><ul><li>May address a wide variety of issues </li></ul><ul><li>Published in the news section </li></ul><ul><li>Carry a significant degree of credibility </li></ul>Proactive MPR Product releases Executive- statement Feature articles
  8. 8. <ul><li>Detailed descriptions of products or other newsworthy programs </li></ul><ul><li>Written by a PR firm for immediate publications or airing </li></ul><ul><li>Inexpensive to prepare </li></ul>Proactive MPR Product releases Executive- statement Feature articles
  9. 9. Reactive MPR <ul><li>Often product defects and failures are the factors </li></ul><ul><li>Quick and positive responses are imperative </li></ul><ul><li>Product tampering cases -Tylenol and Sudafed </li></ul><ul><li>The Perrier case </li></ul><ul><li>The Pepsi Hoax </li></ul><ul><li>Coke in Europe </li></ul>Negative publicity cases
  10. 10. Reactive MPR <ul><li>Coke and Pepsi In India </li></ul><ul><li>Corporate Response and Crisis Management </li></ul>Negative publicity cases Bridgestone/Firestone
  11. 11. Rumors and Urban Legends * Combat a rumor to put it out! *
  12. 12. Sponsorship Marketing <ul><li>Involve investments in events or </li></ul><ul><li>causes for the purpose of achieving </li></ul><ul><li>various corporate objectives </li></ul>Event sponsorships Cause-oriented sponsorships
  13. 13. Why Growth in Sponsorships <ul><li>Avoid the clutter inherent in advertising media </li></ul><ul><li>Help companies respond to consumers’ changing media habits </li></ul><ul><li>Help companies gain the approval of various constituencies </li></ul><ul><li>Can enhance brand equity </li></ul><ul><li>Enables marketers to target their efforts to geographic regions and/or to lifestyle groups </li></ul>
  14. 14. Event Sponsorships <ul><li>Event Sponsorship </li></ul><ul><li>A form of brand promotion that ties a </li></ul><ul><li>brand to a meaningful athletic, </li></ul><ul><li>entertainment, cultural, social, or other </li></ul><ul><li>type of high-interest public activity </li></ul>
  15. 15. Selecting Sponsorship Events <ul><li>Consistent with brand image? </li></ul><ul><li>Reach the desired target market? </li></ul><ul><li>Has competition ever sponsored the event? </li></ul><ul><li>Is the event cluttered? </li></ul><ul><li>Compliment existing sponsorships? </li></ul><ul><li>Economically viable? </li></ul>
  16. 16. Creating Customized Events <ul><li>Developing its own events rather than sponsoring existing events </li></ul><ul><li>Provides a brand total control over the event </li></ul><ul><li>Can be more effective but less costly </li></ul><ul><li>E.g. Kibbles ‘n Bits brand dog food </li></ul>
  17. 17. Event Sponsorships <ul><li>Ambushing Events </li></ul><ul><li>When companies that are not official </li></ul><ul><li>sponsors undertake marketing efforts </li></ul><ul><li>to convey the impression that they are </li></ul><ul><li>e.g. “Nothing Official About it” </li></ul>
  18. 18. Cause-Related Marketing <ul><li>Based on the idea that a company will </li></ul><ul><li>contribute to a cause every time the </li></ul><ul><li>customer undertakes some action </li></ul><ul><li>Amalgam of Promotions, PR and corporate philanthropy </li></ul>
  19. 19. Benefits of Cause Related Marketing <ul><li>Enhance corporate or brand image </li></ul><ul><li>Thwart negative publicity </li></ul><ul><li>Generate incremental sales </li></ul><ul><li>Increase brand awareness </li></ul><ul><li>Broaden customer base </li></ul><ul><li>Reach new market segments </li></ul><ul><li>Increase sales at retail level </li></ul>
  20. 20. Cause-Related Marketing <ul><li>Yoplait’s Save </li></ul><ul><li>Lids to Save </li></ul><ul><li>Lives CRM </li></ul><ul><li>Program </li></ul>
  21. 21. <ul><li>Fit </li></ul><ul><li>It is important to fit the brand to a cause that is naturally related to its benefits, image and attributes </li></ul><ul><li>Accountability </li></ul><ul><li>Brand marketers are obligated to show their CRM efforts yield sufficient returns on investment or achieve other non-financial objectives. </li></ul>

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