Download Canadian Advertising in Action

Canadian Advertising
in Action
Chapter 14
Public Relations and Event Marketing
and Sponsorships
14.1
© 2006 Pearson Education Canada Inc.
Learning Objectives
 Identify PR, event marketing, & sponsorship
roles to achieve organizational objectives
 Describe PR activities
 Identify steps in PR planning process
 Assess usefulness of PR tools
 Evaluate PR, event marketing, & sponsorship
as communications media
 Identify considerations in the planning and
evaluation of event marketing programs
14.2
© 2006 Pearson Education Canada Inc.
Public Relations
The variety of activities and communications
an organization undertakes to monitor,
evaluate, and influence the attitudes,
opinions and behaviours of groups or
individuals who constitute their publics.
14.3
© 2006 Pearson Education Canada Inc.
Public Relations
Compared to Advertising
Public relations is distinguished from
advertising in two ways:
1. Advertising is focused on brand
image; public relations is more
focused on corporate image.
2. Advertising is controlled and paid for
by a sponsor; public relations is
controlled by the media.
14.4
© 2006 Pearson Education Canada Inc.
The Publics
PR is sensitive to two different publics:
Internal
Publics
Employees, distributors,
suppliers, shareholders,
regular customers
External
Publics
Media, governments,
prospective shareholders,
financial community
14.5
© 2006 Pearson Education Canada Inc.
Role of Public Relations
The role of PR generally falls into six areas:
1. Corporate Public
Relations
Corporate Advertising
Advocacy Advertising
Crisis Management
2. Reputation
Management
14.6
3. Product Publicity
Product Placement
4. Media Relations
5. Community Relations
& Public Affairs
Lobbying
6. Fund Raising
© 2006 Pearson Education Canada Inc.
Public Relations Planning
A PR plan is dictated by the situation. It can:
• be proactive and planned in advance or
• be reactive and planned very quickly to
handle an unforeseen situation.
The success or failure of a PR plan can
impact on the bottom line (Bridgestone and
Ford can attest to this reality).
14.7
© 2006 Pearson Education Canada Inc.
Public Relations Planning
PR planning usually involves five steps:
Situation
Analysis
Establish
Objectives
PR Strategy
Evaluate
Effectiveness
14.8
Execute Plan
© 2006 Pearson Education Canada Inc.
Tools of the Trade
The tools available are diverse. Some are used
routinely while others are used periodically.
 Press Release
 Press Conference
 Publications
 Posters and Displays
 Web Sites
14.9
© 2006 Pearson Education Canada Inc.
action item
 Read through the ‘action’ item on page
441 in the text.
 Visit mosquitoes.com and take the
Mosquit-O-meter Test.
 Review additional information on site.
 Discuss how this questionnaire &
website might build positive relationships
with users.
14.10
© 2006 Pearson Education Canada Inc.
Advantages &
Disadvantages of PR
Advantages
Disadvantages
 Credible source of
information
 Lack of control
 Can influence sales
positively
waste
 Costs associated with
 Helps to build
relationships
14.11
© 2006 Pearson Education Canada Inc.
Event Marketing
Event
Marketing
Event
Sponsorship
14.12
Integrating a variety of
communication elements
to support an event theme.
Financial support of an
event in return for
advertising privileges.
© 2006 Pearson Education Canada Inc.
Primary Types of
Sponsorship
Sports
The largest segment, sports,
reaches a “mass” target
audience.
Entertainment
Music plays a major role in
entertainment sponsorships.
Culture
& the Arts
14.13
Cultural sponsorships are aimed
at a “class” target audience.
© 2006 Pearson Education Canada Inc.
Sports Event Pyramid
From grassroots (local) levels to global events,
sponsorships can pay dividends for companies.
Global
International
National
Regional
Local
14.14
© 2006 Pearson Education Canada Inc.
Sports Marketing
Strategies
Sports marketing is extremely competitive so
companies look for advantage by any means.
Some recent strategies include:
 Ambush Marketing
 Venue Sponsorship
 Athlete Sponsorship
14.15
© 2006 Pearson Education Canada Inc.
Strategic Considerations
for Event Marketing
“Fit” between the event and the sponsor is
essential. It is important to:
 Select events offering exclusivity
 Use sponsorships to complement other activity
 Choose the target carefully
 Select events with image that sells
 Establish selection criteria and follow them
14.16
© 2006 Pearson Education Canada Inc.
Benefits of Sponsorship
Large sums are invested for a short period, but
results are difficult to assess. Measures include:
1.
2.
3.
4.
5.
6.
14.17
Awareness
Image enhancement
Securing new clients
Sales increases
Ability to reach specific targets
Media coverage
© 2006 Pearson Education Canada Inc.
Advantages & Disadvantages of
Events/Sponsorship
Events/sponsorships
offer:
Though sexy & glamorous,
some drawbacks are:
 Target marketing
 Cost of big events
capability
 Face-to-face access
to customers
 Public image
enhancement
14.18
 Advertising clutter at
events
 Effectiveness hard to
measure
© 2006 Pearson Education Canada Inc.