Public Relations, Publicity, and Corporate Advertising17McGraw-Hill/IrwinCopyright 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Aqua Teen Hunger ForceGuerilla Marketing

Guerilla MarketingThe body of unconventional ways of pursuing conventional goals.A proven method of achieving profits with minimum money.

Guerilla Marketing Gone ApesTo promote the new Aqua Teen Hunger Force Movie, Turner Broadcasting Network teamed up with Guerilla Interference Inc.The Goal: Deploy 400 LED LiteBright displays within 10 major cities. Part of the marketing plan was to promote The Cartoon Networks eccentric, nighttime, college-crowd brand of programming Adult Swim.

Guerilla Marketing Gone ApesSome of Bostons residents mistook the devices for explosives and contacted authorities.The city quickly reacted and shut down all major public transportation and spent $500,000 deploying police and bomb sniffing dogs.Turner Broadcasting was fined $1,000,000 from the city of Boston and also paid $1,000,000 to goodwill funds to homeland security.

ResultsIn the days since the event:Made national televised newsThe average number of American households who viewed Aqua Teen Hunger Force rose 5%, to 1,082,500, from the previous week of 1,030,500 viewers.T-shirts were instantly available for sale portraying the controversial characters.Web site spiked 105.2%, to 790,000 from 385,000 one week before.Total US Gross: $5,520,368US DVD Sales: $11,084,232Movie Budget: $750,000

Ethical Breach?Turner Broadcasting failed to notify the major cities about what was going on. The lack of communication cost them unnecessary fines.The Ethics Code published by the Word of Mouth Marketing Association stresses honesty of relationship, honesty of opinion, and honesty of identity.

Sources:http://www.businessweek.com/innovate/content/feb2007/id20070209_934852_page_2.htmhttp://youtube.com/watch?v=9yigQGKaf2Awww.Google.com

Public Relations DefinedA management function

Public Relations Management ProcessPR

Traditional PR PerspectivePublic Relations Department

Integration of PR into the Promotional Mix

Marketing Public Relations FunctionsBuilding market excitement before media ads breakCreating news where there is no newsIntroducing a product with little or no advertisingProviding a value-added customer serviceBuilding brand-to-customer bondsInfluencing influentials, giving info to opinion leadersImproving ROI Defending products at risk, giving consumers reasons to buy

MPR in Practice

Benefits of MPRA cost-effective way to reach the marketHighly targeted way to conduct public relationsEndorsements by independent third partiesAchievement of credibilityMakes advertising messages more credibleBreaks though the clutterCircumvents resistance to sales effortsAdvantagesImproved ROICreates influence among opinion leadersImproved media involvement w/customers

Benefits of MPRDifficult to tie in slogans or other advertising devicesNo standards for effective measurementLack of control over mediaMedia time and space arent guaranteedDisadvantages

The Process of Public RelationsDetermining and Evaluating Public Attitudes

Test Your KnowledgeIn public relations targeting, external audiences include: A) Customers B) The public at large C) Suppliers D) Stockholders E) All of the above

Research on Public Attitudes

10 Evaluation Questions1.Does the plan reflect a thorough understanding of the companys business situation?2.Has the PR program made good use of research and background sources?3.Does the plan include full analysis of recent editorial coverage?4.Do the PR people fully understand the products strengths and weaknesses?5.Does the PR program describe several cogent, relevant conclusions from the research?

10 Evaluation Questions6.Are the program objectives specific and measurable?7.Does the program clearly describe what the PR activity will be and how it will benefit the company?8.Does the program describe how its results will be measured?9.Do the research, objectives, activities, and evaluations tie together?10.Has the PR department communicated with marketing throughout the development of the program?

Determining Public Relations Audiences

Communicating With Target Audiences

The Media Also Engages in Public Relations

Implementing the PR ProgramPR Tools

Special Olympics Torch Run*Click outside of the video screen to advance to the next slide

The Internet as a PR ToolAllows much more substantial information to be presentedProvides the media with instant access to additional sources of informationAllows information to be presented quicklyThe Internet

Advantages of Public RelationsPR Provides

Potential Problems of Public RelationsPotentialProblems

Test Your KnowledgeWhich of the following communications is most likely to have more credibility among its receivers? A) Vogue's layout introducing its latest models B) Volvo's television ad promoting new standard safety features C) Motor Trend's announcement of the "Car of the Year" D) The CEO of Ford Motor Company appearing in its ads E) The appearance of the participants in American Idol in Old Navy ads

General Mills Capitalizes on Publicity

Measuring PR EffectivenessContributions made?What was achieved?Quantitative measures?Quality?

Criteria for Measuring PR EffectivenessRatio of positive to negative articles

Additional Measures of PR EffectivenessPersonal observation and reactionMatching objectives and resultsThe team approachManagement by objectivesPublic opinions and surveysAudits

Publicity versus Public RelationsA short-term strategyPublicity: The generation of news about a person, product, or service that appears in the mediaA subset of public relationsNot always positiveOften originates outside the firm

A Response to Negative Publicity

Pros and Cons of PublicitySubstantial credibilityNews valueSignificant word-of-mouthPerception of endorsement by mediaAdvantagesInaccuracy, omission, or distortion may resultTiming difficult or impossible to controlDisadvantages

Corporate AdvertisingAn extension of the PR function

Why is Corporate Advertising Controversial?Claims of Opponents to Corporate Advertising

Objectives of Corporate AdvertisingObjectives

Types of Corporate Advertising

Boeing Advertises to Enhance Its Image*Click outside of the video screen to advance to the next slide

Employee Recruitment by Grant Thornton

Event SponsorshipCorporate Sponsor

Test Your KnowledgeWhy would World Wrestling Entertainment (WWE) sponsor a car on the NASCAR racing circuit? A) To build equity and gain affinity with its target market B) To show its position on sports marketing C) To create a generic positioning strategy D) To further segment its target market E) To reduce its overall promotional expenses

Advocacy AdvertisingAdvocacy advertising:The propagation of ideas and elucidation of controversial social issues of public importance in a manner that supports the interests of the sponsor.

American Gas Association Advocacy Ad

Cause Related MarketingCause related marketing:A form of marketing whereby companies link with charities or nonprofit organizations as contributing sponsors.

Pros and Cons of Corporate AdvertisingRaises questions of constitutionality and ethicsMay have questionable effectivenessExcellent vehicle for positioning the firmTakes advantage of benefits derived from public relationsReaches a selected target marketAdvantagesDisadvantages

Measuring Corporate Ad EffectivenessEffective?

*Chapter SeventeenPublic Relations, Publicity, and Corporate Advertising 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin*Relation to textThis slide relates to material on p. 559 of the text.Summary OverviewPublic relations can be defined as a management function which evaluates public attitudes, identifies the policies and procedures for an organization with public interest, and executes a program of action to earn public understanding and acceptance.Use of this slideThis slide can be used to introduce public relations as an IMC tool. *Relation to textThis slide relates to material on p. 559 of the text.Summary OverviewThis slide shows the three steps of the public relations management process, which are:Determination and evaluation of public attitudesIdentification of policies and proceduresDevelopment and execution of the programThe process begins with an understanding of current attitudes and then management develops and executes plans that bring about public understanding and acceptance.Use of this slideThis slide can be used to discuss the public relations management process. *Relation to textThis slide relates to material on pp. 560-561 of the text.Summary OverviewThis slide shows the traditional view of public relations. That is, PR is viewed as a non-marketing function, whose primary responsibility is to maintain mutually beneficial relationships between the organization and its publics. The publics consist of:Customers or potential customersEmployeesInvestorsNeighborsSpecial-interest groupsSuppliers, and so on.From a traditional perspective, public relations and marketing are separate departments. As public relations moves toward a new role, it will be viewed as a strong department that works closely with marketing, blending their talents to provide the best overall image of the firm and its products or services. Use of this slideThis slide can be used to discuss the traditional and emerging roles of public relations. *Relation to textThis slide relates to material on p. 561 of the text.Summary OverviewThis slide shows the integration of public relations into the IMC process. Three alternative organizational designs are presented, including:Either marketing or public relations is the dominant functionMarketing and public relations are equal but separate functionsMarketing and public relations perform the same rolesUse of this slideThis slide can be used to introduce alternative ways to integrate public relations into the IMC process. *Relation to textThis slide relates to material on pp. 561-563 of the text.Summary OverviewPublic relations activities designed to support marketing objectives are marketing public relations (MPR) functions. Marketing objectives that may be helped by MPR include:Building marketplace excitement before media advertising breaksImproving ROICreating advertising news where there is no product newsProviding a value-added customer serviceBuilding brand-to-consumer bondsInfluencing the influentials by providing information to opinion leadersDefending a product at risk and giving customers a reason to buyUse of this slideThis slide can be used to show the various ways MPR can help an organization achieve its marketing objectives and add value to the overall IMC program. *Relation to text This slide relates to page 561-563 and Figure 17-1.Summary Overview The Pillsbury Bake-Off has led to strong brand loyalty among Pillsbury customers, who compete by submitting baked goods. Thecontest has taken place annually since 1949, and the winner now receives a $1 million prize. The winning recipes are posted on the Pillsbury Web site. This is a great example of building a brand-to-customer bond. Other examples include Orkin Pest Control, Syngenta Professional Products, Meriwest Credit Union, Mitsubishi, and Hall & Oates.Use of this slide Use this slide to present a real-world example of marketing public relations at work, specifically, building a brand-to-customer bond.*Relation to textThis slide relates to material on pp. 563-564 of the text.Summary OverviewThe slide outlines the advantages of using marketing public relations. The advantages include:Cost-effective way to reach the marketHighly targeted way to conduct public relationsEndorsements by independent third partiesAchievement of credibilityMakes advertising messages more credibleBreaks through the clutterCircumvents resistance to sales effortsUse of this slideThis slide can be used to discuss the advantages of MPR. *Relation to textThis slide relates to material on pp. 563-564 of the text.Summary OverviewThe slide outlines the disadvantages of using MPR, which include: Lack of control over mediaDifficult to tie in slogans or other advertising devicesMedia time and space are not guaranteedNo standards for effective measurementUse of this slideThis slide can be used to discuss the disadvantages of marketing public relations. One of the major threats is that MPRs may lead to public relations becoming subservient to marketing. However, if done properly and used in conjunction with other traditional public relations practices, as well as IMC elements, MPR can continue to be used effectively. *Relation to textThis slide relates to material on pp. 564-573 of the text.Summary OverviewThis slide outlines the various activities of the public relations process, which includes:Determining and evaluating public attitudesEstablishing the PR planDeveloping and executing a PR programMeasuring program effectivenessUse of this slideThis slide introduces the public relation process. More information on the activities at each step of the process will follow. *Ans: B*Relation to textThis slide relates to material on p. 564-565 of the text.Summary OverviewThis slide shows some of the reasons why companies regularly survey public attitudes. Such research:Provides input for the planning processServes as an early warning systemSecures internal cooperation, supportIncreases communications effectivenessCompanies are concerned with public attitudes because they can affect sales of the products and negative attitudes can also affect employee morale.Use of this slideThis slide can be used to discuss some of the reasons companies survey public attitudes. *Relation to textThis slide relates to material on p. 565 and Figure 17-2 of the text.Summary OverviewThis slide presents the first five of ten key questions for evaluating public relations plans. The public relations process is ongoing and requires formalized policies and procedures for dealing with problems and opportunities. Answering these questions can help determine whether the PR plan is workable. Use of this slideThis slide can be used to discuss the questions marketers might want to ask when evaluating the PR plan to ensure that it will be successful.

*Relation to textThis slide relates to material on p. 565 and Figure 17-2 of the text.Summary OverviewThis slide presents the second five of ten key questions for evaluating public relations plans. The public relations process is ongoing and requires formalized policies and procedures for dealing with problems and opportunities. Answering these questions will help determine whether the PR plan is workable. Use of this slideThis slide can be used to discuss the various question marketers might want to ask when evaluating the PR plan to ensure that it will be successful. *Relation to textThis slide relates to material on pp. 548-550 of the text.Summary OverviewThe targets of public relations efforts can vary, with different objectives for each. As this slide shows, the target audience for public relations activities can be broken into two main categories, internal audiences and external audiences. Internal audiences are those groups closely associated with the company, such as:Stockholders and investorsEmployees of the firmVendors and suppliersCustomers and clientsExternal or independent audiences are those groups not closely connected to the company, including:Community membersThe mediaEducators Civic and business organizationsGovernmentsFinancial groupsUse of this slideThis slide can be used to discuss the various types of groups and organizations toward which public relations activities may be targeted. *Relation to text This slide relates to pp. 566-569 of the text.Summary Overview It may be necessary to communicate with relevant target audiences on an ongoing basis, and for a variety of reasons, ranging from ensuring goodwill to introducing new policies, procedures, or even products. This slide shows commonly used communication vehicles.Use of this slide This slide can be used to discuss the methods by which organizations keep in touch with target audiences.*Relation to textThis slide relates to the material on p. 567-568 of the text.Summary OverviewThis slide shows a public relations piece distributed by a San Diego TV station that describes a variety of ways the station contributes to the community.Use of this slideThis slide can be used to discuss why the media are concerned about how the community perceives them.

*Relation to textThis slide relates to material on pp. 551-553 of the text.Summary OverviewOnce research has been conducted and the target audiences identified, the public relations program must be developed and delivered to the receivers. This slide shows the tools available for this purpose, which include:Press releases one of the more important publics is the press; information must be factual, true, and of interest to the medium and its audiencePress conferences must be of major interest to a specific group before it is likely to gain coverageExclusives offer one particular medium exclusive rights to a storyCommunity involvement memberships or participation in local organizationsThe Internet can be used to disseminate informationInterview typically done with a spokesperson for the firmThe specific mode of distribution is determined by the nature of the story and the interest of the media and its publics. Other methods of distribution not mentioned are photo kits, bylined articles, speeches, and trade shows. Use of this slideThis slide can be used to discuss the various public relations tools that are available to companies.

*Relation to textThis slide relates to the material on p. 570, which discusses community involvement as part of the public relations process.Summary OverviewThis slide contains a commercial for television station KASA Fox 2, and is an example of the media engaging in public relations activities. This spot asks the public to buy a T-shirt for the law enforcement torch run, which supports the Special Olympics. Television stations are an important part of local communities and use spots like this to demonstrate their community involvement.Use of this slideThis commercial can be used to demonstrate how local media such as television stations demonstrate their community involvement. *Relation to textThis slide relates to material on pp. 570-571 of the text.Summary OverviewThis slide shows the primary differences between public relations activities conducted in traditional media and those conducted on the Internet. These differences are:The Internet allows information to be presented quicklyThe Internet offers the opportunity to build internal links that provide the media with instant access to additional sources of information on the issue. And get what they need.The Internet offers the ability to provide much more substantial information.Use of this slide This slide can be used to discuss how the Internet has become a means by which companies and organizations disseminate public relations information.

*Relation to textThis slide relates to material on pp. 571-572 of the text.Summary OverviewThis slide outlines the advantages of using public relations in the IMC program, which are:Credibility not seen as being sponsored by the organization which enhances perceptions of credibilityCost savings do not have to pay for media time or spaceAvoidance of clutter generally news items not cluttered by other adsLead generation certain announcements can lead to inquiriesSelectivity can reach specific groupsImage building can develop a positive image for the companyUse of this slideThis slide can be used to discuss the advantages of using public relations. *Relation to textThis slide relates to material on p. 572 of the text.Summary OverviewThis slide outlines the potential problems that may arise when using public relations in the IMC program. They are: The potential for not completing the communication processThe receiver of the message may not make the connection to the sourceMismanagement A lack of coordination with the marketing department, which can result in inconsistent communications, redundancies in efforts, and so on.Use of this slideThis slide can be used to discuss the potential pitfalls associated with using public relations. *Ans: C*Relation to textThis slide relates to the material on p. 571 and Exhibit 17-14.Summary OverviewCompanies often mention favorable reviews or awards their products or service have received from the media in their advertisements. This slide shows an ad for General Mills cereals, and demonstrates how General Mills uses publicity from a variety of sources to promote the importance of whole grain in a healthy diet.Use of this slideThis slide can be used to show how favorable news about a product or service can be used as the basis for an advertisement. *Relation to text This slide relates to p. 573 of the text.Summary Overview As with the other promotional program elements, it is important to evaluate the effectiveness of public relations efforts. Such an evaluation will help you:Determine the contribution PR made toward attaining communications objectives.Identify what has been achieved through public relations activities.Provide management with a way to measure public relations achievements quantitatively.Give management a way to judge the quality of public relations achievements and activities.Use of this slide Use this slide to explain why it is important to measure the effectiveness of PR efforts.*Relation to textThis slide relates to material on pp. 573-574 and Figure 17-3 of the text.Summary OverviewAs with the other promotional program elements, it is important to evaluate the success of the public relations efforts. This slide outlines a system for measuring the effectiveness of a public relations program that was developed by Lotus HAL.Total number of impressionsOver timeOn the target audienceOn specific target audiencesPercentage ofPositive articles over timeNegative articles over timeRatio of positive to negative articlesPercentage of positive and negative articles by subject, publication, reporter, and/or target audience Use of this slideThis slide can be used to discuss the importance of, and criteria for, measuring PR effectiveness. *Relation to text This slide relates to pp. 573-574 of the text.Summary Overview This slide presents some additional ways to evaluate the effectiveness of a PR campaign:Personal observation and reaction ones superiors should occur at all levels of the organization.Matching objectives and results. Specific objectives designed to attain the overall communications objectives should be related toactions, activities, or media coverage. The team approach, whereby evaluators are actually involved in the campaign.Management by objectives. Executives and their managers act together to identify goals to be attained and the responsibilities of themanagers. These goals are then used as a standard to measure accomplishments.Public opinion and surveys. Audits. Both internal and external audits may be used. Internal audits involve evaluations by superiors or peers within the firm to determine the performance of the employee and the program. External audits are conducted by consultants, the client, or other parties outside the organization.Use of this slide Use this slide to explain other methods for evaluating the effectiveness of a PR campaign.*Relation to textThis slide relates to material on p. 574 of the text.Summary OverviewPublicity and public relations are not the same thing. Public relations is a long-term strategy; publicity is a short-term strategy. Public relations is designed to provide positive information, and is usually controlled by the firm. Publicity is not always positive, and often originates from sources outside the firm. Use of this slide This slide can be used to explain the differences between publicity and public relations. *Relation to textThis slide relates to the material on pp. 575-577 and Exhibit 17-19 of the text.Summary OverviewMarketers sometimes have to run ads to address negative publicity about their company and/or its products and policies.This slide shows an ad that was used by Tree Top to respond to negative publicity the company received from the media regarding the safety of its apple juice. The companys problems began when major news media reported that the chemical Alar, which is used to regulate the growth of apples, might cause cancer in children. A few special interest groups were able to generate adverse publicity regarding the potential dangers of Alar. Tree Top responded with this ad, which was designed to inform that Alar was not used in its products and that they were safe for children.Use of this slideThis ad shows an example of how a company responds to negative publicity about its products. *Relation to textThis slide relates to material on pp. 577 of the text.Summary OverviewThis slide summarizes the advantages and disadvantages of publicity, which are:AdvantagesSubstantial credibilityNews valueSignificant word-of-mouthPerception of endorsement by mediaDisadvantagesTiming may be difficult or impossible to controlInaccuracy, omission, or distortion may resultBecause of the many advantages of publicity, it can generate a vast amount of influence on consumers. However, marketers cannot control the dissemination of publicity and some inaccuracies or distortions may occur.Use of this slideThis slide can be used to discuss the advantages and disadvantages of publicity.

*Relation to textThis slide relates to material on pp. 577-579 of the text.Summary OverviewCorporate advertising has been growing as more companies are running ads to create a positive image or communicate their views on social, environmental, and/or business issues. Approximately seven percent of all advertising spent is for corporate advertising.This slide shows the various characteristics of corporate advertising. These characteristics of corporate advertising include the following:Corporate advertising is an extension of the PR functionIt does not promote a specific product or serviceIt promotes the organization to achieve the following:Image enhancementAssuming a position on an issue or causeSeeks involvementUse of this slideThis slide can be used to introduce the characteristics of corporate advertising.

*Relation to textThis slide relates to material on pp. 577-579 of the text.Summary OverviewThis slide offers a number of reasons why corporate advertising is considered controversial. Opponents of corporate advertising claim that:Consumers are not interested in this form of advertisingThe ads may be seen as an indication that the firm must be in troubleThis is a costly form of corporate self-indulgenceCorporate advertising is a waste of moneyDespite these criticisms, corporate advertising has been increasing in use. Use of this slideThis slide can be used to discuss some of the reasons that corporate advertising is considered to be controversial. *Relation to textThis slide relates to material on p. 579 of the text.Summary OverviewThis slide shows the various objectives of corporate advertising, which are:Create a positive image for the firmCommunicate the organizations viewpointBoost employee morale Smooth labor relationsHelp newly deregulated industriesEstablish diversified companys identityAs these objectives indicate, corporate advertising is targeted at both internal and external audiences and involves the promotion of the organization as well as its ideas.Use of this slideThis slide can be used to discuss the various objectives of corporate advertising.

*Relation to textThis slide relates to material on pp. 579-585 of the text.Summary OverviewThis slide shows the various types of corporate advertising with special attention toward image advertising. Later slides will discuss the other types in more detail. The types of corporate advertising are:Image Advertising advertising that is designed to create goodwill, creating a position for the company and generating resources, both human and financial. Types of image ads include:General image or positioning ads create or change an image of the firm in the public mindSponsorship providing support for TV programs or special programmingRecruitment create an image of the firm to help recruit new employeesFinancial support help generate investments in the corporationEvent sponsorshipAdvocacy advertisingCause-related advertisingA positive corporate image cannot be created with ads alone. Quality products and services, innovation, sound financial practices, and good corporate citizenship are other factors that contribute to overall image. Use of this slideThis slide can be used to discuss the various types of corporate advertising available to the advertiser with a focus on image advertising. *Relation to textThis slide relates to material on pp. 579-580 that discusses corporate image advertising.Summary OverviewThe slide shows a commercial from the global image campaign for Boeing. While Boeing is well known as the worlds leading manufacturer of commercial jets, a four-year series of acquisitions transformed the company into a major force in markets for military aircraft, rockets, satellites, and broad band communications to the mobile traveler. Boeing is trying to set the stage for its future as more than a commercial airplane manufacturer with a global image and branding campaign that uses the tagline: Boeing Forever New Frontiers. A goal of this campaign is to leverage Boeings strong brand image with customers and aviation, business and government influentials. Thus, the TV spots are being aired during business-oriented programs on network and cable. Another goal of the campaign is as to create excitement among the companys employees regarding the future of the company. Use of this slideThe commercial shown in this slide is a very good example of corporate image advertising. *Relation to textThis slide relates to the material on pp. 579-580, which discusses types of corporate advertising. Summary OverviewRecruitment advertising is one of the types of corporate advertising done by companies. Companies with well known products and corporate images often will use them in their recruitment ads to attract the interest of potential employees.This slide shows an example of a recruitment advertisement used by Grant Thornton designed to attract new employees. If you have a passion for accounting and want to work with others who share that passion, you might be interested in the Grant Thornton accounting firm. Use of this slideThis slide can be used as an example of recruitment advertising done by a major company. *Relation to textThis slide relates to material on pp. 565-567 of the text.Summary OverviewAnother form of corporate advertising is event sponsorship. This slide shows the various types of activities sponsored by corporations. These corporate sponsored activities include:Sporting eventsMusic and entertainmentCausesFestivalsCultural eventsThe artsMany corporations are attracted to event sponsorships because it gets their company and/or product names in front of consumers. Additionally, IMC programs can be built around them and promotional tie-ins can be made to local, regional, or national markets. By choosing the right events for sponsorship, companies can get visibility among their target market and enhance the image of the company.Use of this slideThis slide can be used to discuss the various types of activities that can be corporate sponsored events. *Ans: A

*Relation to textThis slide relates to material on p. 584 of the text.Summary OverviewThis slide shows another form of corporate advertising known as advocacy advertising. Advocacy advertising is the propagation of ideas and elucidation of controversial social issues of public importance in a manner that supports the interests of the sponsor. While still portraying an image for the company or organization, advocacy advertising adopts a position on a particular issue rather than promoting the organization itself.Advocacy advertising has been criticized by a number of sources. Critics argue that companies with large advertising budgets purchase too much ad space and that advocacy ads may be misleading. Use of this slideThis slide can be used to discuss advocacy advertising. *Relation to textThis slide relates to the material on p. 584 and Exhibit 17-24 of the text.Summary OverviewAdvocacy advertising is used by a variety of organizations and companies to communicate their position on a particular issue. This slide shows an example of an advocacy ad by the American Gas Association that addresses natural gas as environmentally sound, abundant, and the future. Organizations such as the American Gas Association often use advertising to communicate their position on a controversial issue or one that they feel is of importance to the public.Use of this slideThis slide can be used to provide an example of how an organization uses advocacy advertising. *Relation to textThis slide relates to material on pp. 584-585 of the text.Summary OverviewAnother form of corporate advertising is cause- related marketing which is a form of marketing whereby companies link with charities or nonprofit organizations as contributing sponsors. Cause-related marketing could take on different forms such as making outright donations to a nonprofit cause, donating a percentage of the sales of a product or service to a cause, have company employees volunteer for the cause, donating materials or supplies, running public service announcements, or providing event refreshments.This is an increasingly popular method of image building as association with a cause may be a way to differentiate one brand or store from another, increase consumer acceptance of price increases, and generate favorable publicity.Use of this slideThis slide can be used to discuss cause-related marketing. *Relation to textThis slide relates to material on p. 586 of the text.Summary OverviewThis slide summarizes the advantages and disadvantages of corporate advertising. These are as follows:AdvantagesExcellent vehicle for positioning the firm and establishing an image or positionTakes advantage of benefits derived from public relations Reaches a selected target marketDisadvantagesMay have questionable effectiveness no evidence it actually worksRaises questions of constitutionality and ethics larger firms can control public opinion The many advantages are reasons why this type of advertising has increased in popularity. Although a number of valid points have been offered against corporate advertising, its use is likely to continue.Use of this slideThis slide can be used to discuss the advantages and disadvantages of corporate advertising.

*Relation to textThis slide relates to material on pp. 569-570 of the text.Summary OverviewThis slide shows the various methods that can be used to evaluate the effectiveness of corporate advertising which include:Attitude surveysRelating to stock pricesFocus group researchUse of this slideThis slide can be used to discuss evaluating the effectiveness of corporate advertising. While the effectiveness of corporate advertising has been measured by some of these methods, it is not necessarily done on a regular basis like product specific advertising measurements.