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Chapter17-1.ppt
- 1. Public Relations, Publicity, andCorporate Advertising 17 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
- 2. Aqua Teen HungerForce Guerilla Marketing
- 3. Guerilla Marketing • Thebody of unconventional ways of pursuing conventional goals. • A proven method of achieving profits with minimum money.
- 4. Guerilla Marketing GoneApes • To promote the new Aqua Teen Hunger Force Movie, Turner Broadcasting Network teamed up with Guerilla Interference Inc. • The Goal: Deploy 400 LED “LiteBright” displays within 10 major cities. • Part of the marketing plan was to promote The Cartoon Network’s eccentric, nighttime, college-crowd brand of programming Adult Swim.
- 5. Guerilla Marketing GoneApes • Some of Boston’s residents mistook the devices for explosives and contacted authorities. • The city quickly reacted and shut down all major public transportation and spent $500,000 deploying police and bomb sniffing dogs. • Turner Broadcasting was fined $1,000,000 from the city of Boston and also paid $1,000,000 to “goodwill” funds to homeland security.
- 6. Results • In thedays since the event: – Made national televised news – The average number of American households who viewed Aqua Teen Hunger Force rose 5%, to 1,082,500, from the previous week of 1,030,500 viewers. – T-shirts were instantly available for sale portraying the controversial characters. – Web site spiked 105.2%, to 790,000 from 385,000 one week before. – Total US Gross: $5,520,368 – US DVD Sales: $11,084,232 – Movie Budget: $750,000
- 7. Ethical Breach? • TurnerBroadcasting failed to notify the major cities about what was going on. The lack of communication cost them unnecessary fines. • The Ethics Code published by the Word of Mouth Marketing Association stresses honesty of relationship, honesty of opinion, and honesty of identity.
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- 9. Public Relations Defined Amanagement function evaluates public attitudes which identifies the policies and procedures and an organization with the public interest of executes a program of action (and communication) and earn public understanding and acceptance to
- 10. Public Relations ManagementProcess Identification of policies and procedures Determination and evaluation of public attitudes Development and execution of the program PR
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- 12. Integration of PRinto the Promotional Mix Marketing Department Public Relations Separate Functions Marketing Department Public Relations Coordinated and Equal Marketing Department Public Relations Integrated
- 13. Marketing Public RelationsFunctions Building market excitement before media ads break Creating news where there is no news Introducing a product with little or no advertising Providing a value-added customer service Building brand-to-customer bonds Influencing influentials, giving info to opinion leaders Improving ROI Defending products at risk, giving consumers reasons to buy
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- 15. Benefits of MPR Acost-effective way to reach the market Highly targeted way to conduct public relations Endorsements by independent third parties Achievement of credibility Makes advertising messages more credible Breaks though the clutter Circumvents resistance to sales efforts Advantages Improved ROI Creates influence among opinion leaders Improved media involvement w/customers
- 16. Benefits of MPR Difficultto tie in slogans or other advertising devices No standards for effective measurement Lack of control over media Media time and space aren’t guaranteed Disadvantages
- 17. The Process ofPublic Relations Measuring Program Effectiveness Developing and Executing a PR Program Establishing a PR Plan Determining and Evaluating Public Attitudes
- 18. Test Your Knowledge Inpublic relations targeting, external audiences include: A) Customers B) The public at large C) Suppliers D) Stockholders E) All of the above
- 19. Research on PublicAttitudes Provides input for the planning process Serves as an “early warning system” Secures internal cooperation, support Increases communications effectiveness
- 20. 10 Evaluation Questions 1.Does the plan reflect a thorough understanding of the company’s business situation? 2. Has the PR program made good use of research and background sources? 3. Does the plan include full analysis of recent editorial coverage? 4. Do the PR people fully understand the product’s strengths and weaknesses? 5. Does the PR program describe several cogent, relevant conclusions from the research?
- 21. 10 Evaluation Questions 6.Are the program objectives specific and measurable? 7. Does the program clearly describe what the PR activity will be and how it will benefit the company? 8. Does the program describe how its results will be measured? 9. Do the research, objectives, activities, and evaluations tie together? 10. Has the PR department communicated with marketing throughout the development of the program?
- 22. Determining Public RelationsAudiences Customers and Clients Employees Vendors and Suppliers Community Members Stockholders and Investors Internal or Associated The Media Governments Financial Groups External or Independent Educators Civic and Business Organizations
- 23. Communicating With TargetAudiences Bulletin boards Direct mail Annual reports Newsletters Internal or Associated Press releases Conferences External or Independent Public relations ads Research reports
- 24. The Media AlsoEngages in Public Relations
- 25. Implementing the PRProgram Press Releases Community Involvement Press Conferences Exclusives Interviews The Internet PR Tools
- 26. Special Olympics TorchRun *Click outside of the video screen to advance to the next slide
- 27. The Internet asa PR Tool Allows much more substantial information to be presented Provides the media with instant access to additional sources of information Allows information to be presented quickly The Internet…
- 28. Advantages of PublicRelations Credibility Lead Generation Cost Savings Avoidance of Clutter Image Building Selectivity PR Provides
- 29. Potential Problems ofPublic Relations Potential Problems Potential for incomplete communication process Receiver not making connection to the source Lack of coordination with marketing dept. Inconsistent, redundant communications
- 30. Test Your Knowledge Whichof the following communications is most likely to have more credibility among its receivers? A) Vogue's layout introducing its latest models B) Volvo's television ad promoting new standard safety features C) Motor Trend's announcement of the "Car of the Year" D) The CEO of Ford Motor Company appearing in its ads E) The appearance of the participants in American Idol in Old Navy ads
- 31. General Mills Capitalizeson Publicity
- 32. Measuring PR Effectiveness Contributionsmade? What was achieved? Quantitative measures? Quality?
- 33. Criteria for MeasuringPR Effectiveness Subject Publication Reporter Target audience Percentage of positive and negative articles by . . . Over time On the target audience On specific target audiences Number of impressions . . . Ratio of positive to negative articles Positive articles over time Negative articles over time Percentage of . .
- 34. Additional Measures ofPR Effectiveness Personal observation and reaction Matching objectives and results The team approach Management by objectives Public opinions and surveys Audits
- 35. Publicity versus PublicRelations A short-term strategy Publicity: The generation of news about a person, product, or service that appears in the media A subset of public relations Not always positive Often originates outside the firm
- 36. A Response toNegative Publicity
- 37. Pros and Consof Publicity Substantial credibility News value Significant word-of- mouth Perception of endorsement by media Advantages Inaccuracy, omission, or distortion may result Timing difficult or impossible to control Disadvantages
- 38. Corporate Advertising An extensionof the PR function Promotes the organization Does not promote a specific product or service Image enhancement Assuming a position on an issue or cause Seeks involvement
- 39. Why is CorporateAdvertising Controversial? Claims of Opponents to Corporate Advertising Consumers aren’t interested in this form of advertising Corporate advertising is a waste of money The firm’s finances or image must be in trouble This is a costly form of corporate self-indulgence
- 40. Objectives of CorporateAdvertising Create a positive image for the firm Smooth labor relations Communicate the organization’s viewpoint Boost employee morale Establish diversified company identity Help newly deregulated industries Objectives
- 41. Types of CorporateAdvertising Positioning Ads Sponsorship Recruitment General Image Ads Financial Support Image Advertising Event Sponsorship Advocacy Advertising Cause-related Advertising
- 42. Boeing Advertises toEnhance Its Image *Click outside of the video screen to advance to the next slide
- 43. Employee Recruitment byGrant Thornton
- 44. Event Sponsorship Sporting Events Music, Entertainment Causes Festivals CulturalEvents Arts Corporate Sponsor
- 45. Test Your Knowledge Whywould World Wrestling Entertainment (WWE) sponsor a car on the NASCAR racing circuit? A) To build equity and gain affinity with its target market B) To show its position on sports marketing C) To create a generic positioning strategy D) To further segment its target market E) To reduce its overall promotional expenses
- 46. Advocacy Advertising Advocacy advertising: Thepropagation of ideas and elucidation of controversial social issues of public importance in a manner that supports the interests of the sponsor.
- 47. American Gas AssociationAdvocacy Ad
- 48. Cause Related Marketing Causerelated marketing: A form of marketing whereby companies link with charities or nonprofit organizations as contributing sponsors.
- 49. Pros and Consof Corporate Advertising Raises questions of constitutionality and ethics May have questionable effectiveness Excellent vehicle for positioning the firm Takes advantage of benefits derived from public relations Reaches a selected target market Advantages Disadvantages
- 50. Measuring Corporate AdEffectiveness Relating to Stock Prices Attitude Surveys Focus Group Research Effective?