marketing public relations and sponsorship marketing 20
TRANSCRIPT
Marketing Public Relations and Sponsorship Marketing
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Public RelationsPublic Relations
Audiences for Public Relations?
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Marketing Public RelationsMarketing 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
consumers
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Marketing Public RelationsMarketing 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 sales4
Proactive MPRProactive MPR
Product releases
Executive-statement
Feature articles
Proactive MPR Widely used forms of publicity in MPR
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• Announce new products
• Provide relevant information, features and benefit
• Audiovisual product releases (video news releases, or VNRs) gained wide usage
Proactive MPRProactive MPR
Product releases
Executive-statement
Feature articles6
• 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 MPRProactive MPR
Product releases
Executive-statement
Feature articles7
• Detailed descriptions of products or other newsworthy programs
• Written by a PR firm for immediate publications or airing
• Inexpensive to prepare
Proactive MPRProactive MPR
Product releases
Executive-statement
Feature articles8
Reactive MPRReactive MPR
Examples ???
Negative publicitycases
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• Great example of Reactive MPR (a brand manager’s nightmare?):
Reactive MPRReactive MPR
• Product tampering cases -Tylenol and Sudafed
• The Perrier case• The Pepsi Hoax• Rumors
Negative publicitycases
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Reactive MPRReactive MPR
Johnson & Johnson’s
efforts to retain
customers using
reactive MPR
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Reactive MPRReactive MPR
• Product tampering cases -Tylenol and Sudafed
• The Perrier case• The Pepsi Hoax• Rumors
Negative publicitycases
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Reactive MPRReactive MPR
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Reactive MPR ExerciseReactive MPR Exercise
• You are owner of a campus restaurant
• Rumor: Rat found in your food • How do you
handle this???
Negative publicitycase
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Sponsorship MarketingSponsorship Marketing
Event sponsorships
Cause-related marketing
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Why Growth in SponsorshipsWhy 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 a brand’s equity• Enables marketers to target their
efforts to geographic regions and/or to lifestyle groups 17
Event SponsorshipsEvent Sponsorships
Event Sponsorship
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Event SponsorshipsEvent Sponsorships
McDonald’s
List sponsorship options that offer the opportunity to build McDonald’s image
as fitting into a healthy lifestyle.
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Event SponsorshipsEvent Sponsorships
Denny’s Sponsorship
Harlem Globetrotters
WHY??
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Selecting Sponsorship EventSelecting Sponsorship Event
• Consistent with brand image?• Reach the desired target market?• Has competition ever sponsored the
event?• Is the event cluttered?• Compliment your existing sponsorships
and fit other marcom programs?• Economically viable?
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Event SponsorshipsEvent Sponsorships
Ambushing Events
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Cause-Related Marketing (CRM)Cause-Related Marketing (CRM)
Cause-Related Marketing
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Event Related PromotionEvent Related Promotion
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Benefits of CRMBenefits of CRM
• 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 26
Cause-Related MarketingCause-Related Marketing
Cause-related
marketing
illustration
Cause-Related MarketingCause-Related Marketing
Cause Related Marketing
CRM
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