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Chapter Overview

Chapter 18 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand. Chapter Overview. The role of PR, sponsorships, and corporate advertising in relationship to marketing and IMC. Chapter Objectives.

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Chapter Overview

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  1. Chapter 18Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand

  2. Chapter Overview The role of PR, sponsorships, and corporate advertising in relationship to marketing and IMC

  3. Chapter Objectives Distinguish between advertising & public relations Identify the tools public relations practitioners use Discuss key elements of crisis communications Explain how event sponsorships fit into an IMC plan Describe the difference between press agentry & publicity Define advocacy advertising & debate its role in a free society Explain the role of corporate identity advertising

  4. The Role of Public Relations Develop goodwill Improvereputation Affectpublic opinion PR manages communication betweenstakeholders (publics) in order to:

  5. The Role of Public Relations Fox tries to convince others to advertise on its station

  6. PR vs. Public Relations Advertising PR Perceived Bias Ads delivered by purchased media PR messages not openly sponsored Precision& Results Ads placed forreach & frequency PR picked up by external media Practitioner Goals &Orientation Ad industry focuseson marketing communications PR used to establish and maintain relationships

  7. PR Activities Publicity PressAgentry CrisisCommunications CommunityInvolvement Planning &Research ReputationManagement PublicAffairs &Lobbying Speech-writing

  8. PR Activities (continued) News releases& media kits Leaflets, books,brochures Annualreports Posters,bulletin boards Audiovisualmaterials Speeches, position papers Fundraising, membership Publications Corporateblogs Specialevents

  9. Corporate Blog Checklist Know the environment Offer value Determine your purpose Ask if you have readers Practice, practice, practice Avoid hype & puffery Share control Monitor Wikipedia Live up to the commitment Make it part of IMC plan

  10. The Public Relations Job Rainforest Action Network fundraising ad

  11. The Public Relations Job NewsReleases Multimedia PressKits PRTools Posters &Exhibits Photos PrintedMaterials FeatureArticles

  12. Press Release from Wal-Mart

  13. Role of the Press Release Protects against misquotes Permanently records the information Standardized format speeds the process Format is easily reproduced and transferred Ensures all recipients get the same message

  14. Sponsorship & Events • Public approves of it • Stakeholders get involved • Target highly self-selective • Face-to-face interaction • Enhances public image • Can boost employee morale • Rapid conversion of fan loyalty into sales • Cost can be too high for a single sponsor • Cosponsored events can • be cluttered • Return-on-investment hard to gauge Sponsorship:cash or in-kind payment for a commercial opportunity Philanthropy:support of a cause withoutcommercial incentive Sponsorship Advantages Sponsorship Drawbacks

  15. Types of Sponsorship Annual sponsorship spendingin North America($ in millions)

  16. Types of Sponsorship SportsMarketing Entertainment Festivals, Fairs, and Annual Events Causes Arts and Culture Venue Marketing

  17. Types of Sponsorship Annual sponsorship spending in North America

  18. Types of Sponsorship Adidas sponsored Chinese Olympic athletes in 2008

  19. Methods of Sponsorship or Companies canbuy into anexisting event They cancreate a newevent of their own Good fit between sponsor and brandis most important

  20. Measuring Sponsorship Results Pre- & post-eventSurveys Media spending equivalency Revenue tracking devices IEG’s suggestions for measuring the value of events: Establish clear objectives Set measurablegoals Measure against a benchmark Don’t change other variables during sponsorship Incorporate evaluation tools Establish a budget at the outset

  21. Corporate Advertising Goals of Corporate Communications ImprovePublicRelations EstablishCorporateIdentity RecruitNewEmployees

  22. Corporate Advertising Hac Job uses corporate advertising to communicateits name and raise awareness of it’s services

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