1 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Chapter 17 Public Relations, Publicity, and Corporate Advertising 17-2 Public Relations (PR)  Evaluates public attitudes  Identifies the policies and procedures of an organization with the public interest  Executes a program of action to earn public understanding and acceptance 17-3 Role of PR Traditional role • Maintain mutually beneficial relationships between the organization and its publics • Act as a management communications function New role • Work together with the marketing department • Contribute to the IMC process in a way that is consistent with marketing goals 17-4 Marketing Public Relations (MPR)  Public relations activities designed to support marketing objectives  Functions  Building marketplace excitement before media advertising breaks  Improving ROI  Creating advertising news where there is no product news  Introducing a product with little or no advertising 17-5 Marketing Public Relations (MPR)  Providing a value-added customer service  Building brand-to-customer bonds  Influencing the influentials  Defending products at risk and giving consumers a reason to buy 17-6 Advantages and Disadvantages of MPRs Sources: Thomas L. Harris, “Marketing PR—The Second Century,” Reputation Management, www.prcentral.com , January/February 1999, pp. 1–6 2 17-7 Determining and Evaluating Public Attitudes  Reasons  Provides input into the planning process  Serves as an early warning system  Secures support internally  Increases the effectiveness of the communication 17-8 Steps to Develop a PR Plan Define public relations problems Plan and program Take action and communicate Evaluate the program 17-9 Types of Target Audiences Internal audiences • People who are connected to a firm with whom the firm communicates on a routine basis • Employees • Stockholders • Investors • Members of the local community • Suppliers • Current customers External audiences • People who are not closely connected with the organization • Media • Educators • Civic and business organizations • Governments • Financial groups 17-10 Tools Used for Implementing the PR Program  Press release: Statement provided to the media  Must be factual, true, and of interest to the medium and its audience  Press conferences: Delivering information by interacting directly with the media  Exclusives: Offering one particular medium exclusive rights to the story 17-11 Tools Used for Implementing the PR Program  Interviews - Interactions involving a spokesperson answering questions directed toward him or her  Community involvement - Supporting and contributing to a community  Internet - Helps to spread PR information electronically  Social networks and blogs - Online social platforms 17-12 Advan.

1. 1
Copyright © 2015 McGraw-Hill Education. All rights reserved.
No reproduction or distribution without the prior written
consent of McGraw-Hill Education.
Chapter 17
Public
Relations,
Publicity, and
Corporate
Advertising
17-2
Public Relations (PR)
organization with the public interest
understanding and acceptance
17-3
Role of PR

2. Traditional role
• Maintain mutually
beneficial
relationships between
the organization and
its publics
• Act as a management
communications
function
New role
• Work together with
the marketing
department
• Contribute to the IMC
process in a way that
is consistent with
marketing goals
17-4
Marketing Public Relations (MPR)
marketing objectives

3. advertising breaks
there is no product
news
17-5
Marketing Public Relations (MPR)
-added customer service
-to-customer bonds
t risk and giving consumers a
reason to buy
17-6
Advantages and Disadvantages of
MPRs
Sources: Thomas L. Harris, “Marketing PR—The Second
Century,” Reputation Management, www.prcentral.com ,
January/February 1999, pp. 1–6

4. 2
17-7
Determining and Evaluating Public
Attitudes
17-8
Steps to Develop a PR Plan
Define public relations problems
Plan and program
Take action and communicate
Evaluate the program
17-9
Types of Target Audiences
Internal audiences
• People who are connected to

5. a firm with whom the firm
communicates on a routine
basis
• Employees
• Stockholders
• Investors
• Members of the local
community
• Suppliers
• Current customers
External audiences
• People who are not closely
connected with the
organization
• Media
• Educators
• Civic and business
organizations
• Governments
• Financial groups
17-10

6. Tools Used for Implementing the PR
Program
and its audience
interacting directly with the media
exclusive rights to the story
17-11
Tools Used for Implementing the PR
Program
- Interactions involving a spokesperson
answering questions directed toward him or her
unity involvement - Supporting and
contributing to a community
- Helps to spread PR information
electronically

7. - Online social platforms
17-12
Advantages and Disadvantages of PR
Advantages
t
groups
Disadvantages
communication process
receiver and sender
marketing unit

8. communications
3
17-13
Advantages of Measuring the
Effectiveness of PR
quantitatively
achievements and activities
17-14
Measuring the Effectiveness of PR

9. t analysis
-mix modeling
17-15
Publicity
service that appears in broadcast or print media
-term strategy
being positive
organization
17-16
Video News Release (VNR)
stations can air it as a news story

10. and place where information is released
17-17
Pros and Cons of Publicity
Pros
-of-mouth
endorsement
Cons
17-18
Corporate Advertising

11. 4
17-19
Reasons for Corporate Advertising
Being Controversial
Consumers are not interested
Costly form of self-indulgence
Belief that the firm must be in trouble
Perceived as a waste of money
17-20
Objectives of Corporate Advertising
and environmental issues
relations
17-21

12. Objectives of Corporate Advertising
deregulated industries and answering investor
questions
lish an identity
for the parent firm
17-22
Types of Corporate Advertising
overall image
ent sponsorships: Sponsoring specific events or
causes as part of a marketing strategy
17-23

13. Types of Corporate Advertising
explaining controversial social issues of public
importance
the sponsor’s interests
attention to what they consider to be an important
issue
-related marketing: Linking with nonprofit
organizations as contributing sponsors
17-24
Advantages and Disadvantages of
Corporate Advertising
Advantages
positioning the firm
derived from public

14. relations
market
Disadvantages
estions of
constitutionality and ethics
5
17-25
Methods for Measuring the
Effectiveness of Corporate Advertising
Attitude surveys
Studies relating corporate advertising and stock
prices
Focus group research
Web Exercise 5
Focus Text – Chapter 17

15. This assignment addresses corporate advertising. As noted in
your text, corporate advertising may take on a variety of forms,
which include the four forms listed below.
For this exercise, you are provided with an example
advertisement from a company utilizing each type, as identified
below. The image of each ad can be found within this folder.
The first question is general—asking you to describe different
types of corporate advertising.
1. In your own words, briefly give a general definition for each
of the four forms of corporate advertising (in your own words—
do not quote the book): image advertising,
event sponsorship, advocacy advertising, and cause-related
advertising.
The following four types of corporate advertising serve as the
four remaining questions in this exercise. For each one of the
examples of corporate advertising, your response should include
the following:
How the company has used the specific form of advertising
How effective the company’s use of this form of advertising is,
and why
2. Image Advertising – Positioning: Harley Davidson Ad
3. Event Sponsorship: Corona presents Kenny Chesney Ads
4. Advocacy Advertising: Parkview Trauma Center Billboard
Ad
5. Cause-Related Advertising: Pampers Unicef Ad

16. Consider Chapter 17’s material when creating your responses.
Then, please provide your answers to the following questions in
the Web Exercise submission area within this folder.