1 Public Relations, Sponsorship and Corporate AdvertisingMEETING 11 Meeting, Incentive, Convention, Exhibition
2 Learning Objectives LO1: Distinguish between advertising and public relations. LO2: Describe the key tasks of public relations practitioners. LO3: Explain the potential benefits and drawbacks of sponsorships in an Integrated Marketing Communications plan. LO4: Discuss the functions of corporate advertising
3 The Role of Public RelationsReputation Management The main goal of PR is to manage a company’s reputation Difference between Advertising & PR PR is not paid for like advertising PR is more trusted because the message is edited & filtered by the media. credibility is therefore stronger
4 The Role of Public RelationsMarketing vs. Public Relations MPR (Marketing Public Relations) is when public relations is used to support marketing MPR and other IMC strategies need to be closely coordinated
5 The Public Relations JobPR Planning & Research Reputation management crisis management, publicity, press agentry, & community involvement Speechwriting Publications Social Media Corporate Blogs
6 The Public Relations JobPublic Relations Tools News (press) Release Press (media) Kit Photos Feature Articles Printed Materials Posters Exhibits
7 Sponsorships & Events Sponsorshipsa sponsorship is a cash or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property Cause Marketing vs. Philanthropy Philanthropy is an idea, event, or action that is done to better humanity and usually involves some sacrifice as opposed to being done for a profit motive Acts of philanthropy include donating money to a charity, volunteering at a local shelter, or raising money to donate to cancer research.
8 Sponsorships & Events Types of Sponsorship Sports Marketing ArtsCauses Associations Festivals Entertainment
9 Sponsorships & Events Measuring Sponsorship ResultsExperts suggest 3 methods measure changes in awareness measure spending equivalencies measure changes in sales revenue with tracking devices
10 Sponsorships & Events Measuring Sponsorship ResultsPointers for measuring the value of sponsorships Have clear goals & narrowly defined objectives measure against a benchmark do not change other marketing variables incorporate an evaluation program into sponsorship establish a budget for measuring results
11 Sponsorships & Events Benefits of Sponsorshipoffers those with limited media alternatives a means of communication public approves of it much more than advertising highly self-selective audience enhances company image can boost company morale
12 Sponsorships & Events Drawbacks of Sponsorship costlycosponsorship is cluttered evaluation of effectiveness is tricky
13 Corporate AdvertisingPublic Relations Advertising ads used to improve company relations with labor, government, suppliers, customers or even voters
14 Corporate AdvertisingCorporate/Institutional Advertising nonproduct advertising aimed at enhancing a company’s image or increase awareness advertorials umbrella advertising corporate identity advertising advocacy advertising 17-14
15 Terima kasih