imc: public relations, sponsorship and corporate advertising

chapter17

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

IMC: Public Relations, Sponsorship and

Corporate Advertising

17-3

Chapter 17 Objectives

Distinguish between advertising & public relations

Discuss the key elements of crisis communications

Describe the difference between public relations

and publicity

Identify the tools public relations practitioners use

Explain how event sponsorships can fit into an

IMC plan

Describe the types of sponsorship advertising and

their benefits

Explain the role of corporate identity advertising

Define advocacy advertising & debate its role in a free society

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Develop goodwill

Affectpublic opinion

Improvereputation

The Role of Public Relations

PR manages communication betweenstakeholders (publics) in order to:

Mutual Understanding

Positive Outcomes

Good Long-term

Relationships

Good PR creates

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Book signings are a common form of public relations

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Differences between PR and Advertising


Ads delivered by purchased media

PR messages not openly sponsored

Ads placed forreach & frequency

PR picked up by external media

Perceived Bias

Precision& Results

Practitioner Goals &Orientation

Ad industry focuseson marketing

communications

PR pros consider all corporate

communications

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The Public Relations Job

CrisisCommunications

Planning &Research

PublicAffairs &Lobbying

Speech-writing

Fundraising,Membership,

or Events

PublicityPress

Agentry

CommunityInvolvement

ReputationManagement

PRActivities

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Rainforest Action Network fundraising ad

Insert photo 11.6, p. 345

Rainforest Action Network ad

Position = 2.9” horizontal, 1.5” vertical

Size = 4.6” TALL

Resolution = 300 dpi

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PRTools

Multimedia

Posters &Exhibits

PrintedMaterials

FeatureArticles

Photos

PressKits

NewsReleases

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The Public Relations JobNews release from McGraw-Hill Companies

17-11

• Cost can be too high for a single sponsor

• Cosponsored events can be cluttered

• Return-on-investment hard to gauge

Sponsorship and Events

Sponsorship:cash or in-kind payment for a

commercial opportunity

Philanthropy:support of a cause without

commercial incentive

Sponsorship Advantages Sponsorship Drawbacks

• Rising cost of traditional media• Fragmented media audience• Diversity of leisure activities• Efficient way to reach groups• Stakeholders get involved• In-person access to customers• Reinforcement of position• Loyalty promotes sales

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Sponsorship and Events:Types of Sponsorship

Annual growth of advertising, sales promotion and sponsorship

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SportsMarketing

Causes Arts

Festivals, Fairs and Annual Events

Entertainment

Associations & Organizations

Venue Marketing

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Sponsorshipand Events:Types of Sponsorship

Campbell’s sponsors Stamp Out Hunger

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U.S. Cellular paid money to associate their name with a sports arena

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Sponsorship and Events:Methods of Sponsorship

Companies canbuy into anexisting event

Companies cancreate a new event

of their ownor

Good fit betweensponsor and brandis most important

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Media spending

equivalency

Pre- & post-event

Surveys

Revenue tracking devices

Sponsorship and Events: Measuring Sponsorship

Results

Measure against a benchmark

Establish clear objectives

Set measurablegoals

Establish a budget at the outset

Don’t change other variables during

sponsorship

Incorporate evaluation tools

IEG’s suggestions for measuring the value of events:

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Goals of Corporate Communications


ImprovePublic

Relations

EstablishCorporate

Identity

RecruitNew

Employees

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Public Relations Advertising

Corporate/Institutional Advertising

Corporate Identity Advertising

Recruitment Advertising

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Home Depot uses public relations advertising to inform consumers about the company’s work in the community


imc: public relations, sponsorship and corporate advertising

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