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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.