Download Chapter 17

chapter seventeen
Relationship
Building:
Public Relations,
Sponsorship, and
Corporate
Advertising
McGraw-Hill/Irwin
Essentials of Contemporary Advertising
Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Objectives_1
 Distinguish between advertising and
public relations
 Discuss the key elements of crisis
communications
 Describe the difference between public
relations and publicity
 Identify the tools public relations
practitioners use
17-2
Objectives_2
 Explain how event sponsorships can fit
into an IMC plan
 Describe the types of sponsorship
advertising and their benefits
 Define advocacy advertising and debate
its role in a free society
 Explain the role of corporate identity
advertising
17-3
Public Relations
The management function that focuses
on the relationships and
communications that individuals and
organizations have with other groups
(publics) for the purpose of creating
mutual goodwill
17-4
The Public Relations Job
Planning/
Fundraising
Research
SpecialEvents
Speechwriting
Press
Agentry
Publications
Crisis
Community
Management Involvement
Publicity
Generation
Public
Affairs
17-5
Tools in the
Public Relations Toolbox




News releases
Press kits
Photos
Feature articles
–
–
–
–
Case histories
How to’s
Technology updates
Editorials
 Printed materials
– House organ
– e-zine
 Posters, exhibits,
bulletin boards
 Audiovisual
materials
– Video news releases
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Sponsorship
Companies may
sponsor events,
organizations, and
athletes by providing
money and/or in
kind products
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Benefits of Sponsorship
 Another source of
access to target
market
 Relevance to target
market
 Ability to involve
audience
 Highly selective
 Enhancement of
public image
 Face-to-face
potential and
advertising value
 Boost employee
morale
 Value-added items
make good sales
incentives
 Convert fan loyalty
to brand loyalty
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Drawbacks of Sponsorship
 Costly
 Clutter in cosponsored events
 Difficulty in matching sponsorship
message to campaign
 Difficulty in measuring effectiveness
17-9
Types of Sponsorships
Sports
Festivals
Associations
Causes
Arts
Entertainment
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Exhibit 17-1 Annual Sponsorship
Spending in North America
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Venue Marketing
Corporations pay money to associate their name
with a sports arena, theater, or civic center. Deals
often include major facility renovations.
17-12
How to Select Events for
Sponsorship
 Seek out category
exclusivity
 Match
demographics of
event audience to
those of target
market
 Match the event to
the brand’s
attributes
 Ensure there is
leveraging value
 Evaluate media
exposure compared
to other options
 Consider negotiation
power
 Assess financial
support required
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Measuring Sponsorship Results
 Measure changes in awareness or
image through pre- and postsponsorship research surveys
 Measure spending equivalencies
between free media exposure and
comparable advertising space and time
 Measure changes in sales revenue with
a tracking device such as coupons
17-14
Corporate Advertising
Public Relations
Advertising
Institutional
Advertising
Corporate Identity
Advertising
Recruitment
Advertising
17-15
Key Terms_1
 Advertorials
 Advocacy
advertising
 Audiovisual
materials
 Bulletin board
 Cause marketing
 Community
involvement
 Corporate
advertising
 Corporate identity
advertising
 Crisis management
 Exhibit
 E-zine
 Feature article
 House organ
17-16
Key Terms_2
 In kind
 Institutional
advertising
 Intranet
 Lobbying
 Marketing public
relations
 News (press)
release







Opinion sampling
Philanthropy
Poster
Press agentry
Press (media) kit
Public affairs
Public relations
17-17
Key Terms_3
 Public relations
advertising
 Publicity
 Publics
 Recruitment
advertising
 Reputation
management





Speechwriting
Sponsorship
Umbrella advertising
Venue marketing
Video news release
17-18