2007 thomson south-western marketing-oriented public relations and sponsorships chapter twenty
TRANSCRIPT
Is It Time to Say Goodbye to Advertising? Probably Not!
• The role that PR (or MPR) should play in a firm’s marcom program has been the subject of much debate.
• Creative and powerful public relations can introduce new products with very little advertising involved.
• Works best for products that are new and innovative and can capture the attention of the media.
Marketing Public Relations
Marketing Public Relations (MPR)
Marketing-oriented aspect of public relations that is an organizational
activity involved with fostering goodwill between a company and its various
publics.
Marketing Public Relations
• Dictated by a company’s marketing objectives
• Offensively oriented and opportunity seeking
Proactive MPR Reactive MPR
• The conduct of public relations in response to outside influences
• Attempt to repair company’s reputation, prevent market erosion, and regain lost sales
Proactive MPR
• Product introductions or product revisions
• Credibility accounts for the effectiveness
• Publicity is the major tool
Product releases
Executive-statement
Feature articles
Proactive MPR Widely used forms of publicity in MPR
• Announce new products• Provide relevant
information, features and benefit
• Audiovisual product releases (video news releases, or VNRs) gained wide usage
Proactive MPR
Product releases
Executive-statement
Feature articles
• News releases quoting CEOs and other corporate executives
• May address a wide variety of issues
• Published in the news section
• Carry a significant degree of credibility
Proactive MPR
Product releases
Executive-statement
Feature articles
• Detailed descriptions of products or other newsworthy programs
• Written by a PR firm for immediate publications or airing
• Inexpensive to prepare
Proactive MPR
Product releases
Executive-statement
Feature articles
Reactive MPR
• Product tampering cases -Tylenol and Sudafed
• The Perrier case• The Pepsi Hoax• Coke in Europe
Negative publicitycases
• Often product defects and failures are the factors
• Quick and positive responses are imperative
Reactive MPR
• Coke and Pepsi In India
• Corporate Response and Crisis Management
Negative publicitycases
Bridgestone/Firestone
Rumors and Urban LegendsCommercial rumors
Widely circulated but unverified propositions
Conspiracy rumors
Involve supposed company policies or practices that are threatening or undesirable to consumers
Contamination rumors
Deal with undesirable or harmful product or store features
* Combat a rumor to put it out! *
Sponsorship Marketing
Involve investments in events or
causes for the purpose of achieving
various corporate objectives
Event sponsorships
Cause-oriented sponsorships
Why Growth in Sponsorships• Avoid the clutter inherent in advertising
media• Help companies respond to consumers’
changing media habits• Help companies gain the approval of
various constituencies• Can enhance brand equity• Enables marketers to target their efforts
to geographic regions and/or to lifestyle groups
Event Sponsorships
Event Sponsorship
A form of brand promotion that ties a
brand to a meaningful athletic,
entertainment, cultural, social, or other
type of high-interest public activity
Selecting Sponsorship Events
• Consistent with brand image?
• Reach the desired target market?
• Has competition ever sponsored the event?
• Is the event cluttered?
• Compliment existing sponsorships?
• Economically viable?
Creating Customized Events
• Developing its own events rather than sponsoring existing events
• Provides a brand total control over the event
• Can be more effective but less costly
• E.g. Kibbles ‘n Bits brand dog food
Event Sponsorships
Ambushing Events
When companies that are not official
sponsors undertake marketing efforts
to convey the impression that they are
e.g. “Nothing Official About it”
Cause-Related Marketing
Based on the idea that a company will
contribute to a cause every time the
customer undertakes some action
Amalgam of Promotions, PR and corporate philanthropy
Benefits of Cause Related Marketing
• Enhance corporate or brand image
• Thwart negative publicity
• Generate incremental sales
• Increase brand awareness
• Broaden customer base
• Reach new market segments
• Increase sales at retail level