Public Relations, Sponsorship and Corporate Advertising

Slides:

Advertisements

Similar presentations

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1 Public Relations Part 5: Integration and Evaluation Chapter.

Advertisements

18 Managing Mass Communications

Marketing Management 27th of June 2011.

Public Relations, Publicity, and Corporate Advertising © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

IMC: Public Relations, Sponsorship and Corporate Advertising

Chapter 14 Promoting Products.

© 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. 15 Public Relations: The Credibility Builder Key Points: What is public relations,

3-1 Chapter 3 Introduction to Sponsorship McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved.

17 Designing and Integrating Marketing Communications 1.

17 Designing and Integrating Marketing Communications 1.

Chapter 16 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling, Packaging,

4550: Sponsorship Dr. Campbell 3/3/05 (– 3/8/05).

©2005 Pearson Education Canada Inc.10-1 Chapter 10 Event Marketing and Sponsorships.

SEM A - Professional Development

Ch. 17 Public Relations, Publicity, and Corporate Advertising n Public Relations – n a management function that has as its primary responsibility the.

15-1 Copyright  2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell Chapter 15 Public.

Chapter 18 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand.

Principles of Marketing Lecture-38. Summary of Lecture-37.

MGT301 Principles of Marketing Lecture-38. Summary of Lecture-37.

Copyright © 2012 Pearson Canada Inc. CHAPTER 14 Public Relations and Event Marketing and Sponsorships 14-1.

MARKETING MANAGEMENT 12 th edition KotlerKeller 18 Managing Mass Communications.

Integrated Marketing Communications

1 Chapter 10 Event Marketing and Sponsorships. 2 Event Marketing Integrating a variety of communications elements behind an event theme. Event Sponsorship.

Kotler Keller PhillipKevin Lane Marketing Management 14e.

14-1 Copyright © 2009 Pearson Education Canada Inc. CHAPTER 14 Public Relations and Event Marketing and Sponsorships.

Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 12b Public Relations, Publicity, and Corporate Advertising.

Topic: 10 IMC Strategies Dr

MARKETING STRATEGY O.C. FERRELL • MICHAEL D. HARTLINE

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

Arens|Schaefer|Weigold

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Public Relations And Brand Publicity.

14 Public Relations. © 2005 McGraw-Hill Ryerson Limited Chapter Objectives To recognize the role of public relations in the promotional mix. To understand.

Public Relations Part 5: Integration and Evaluation Chapter 17.

3-1 Chapter 3 Introduction to Sponsorship McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved.

© 2006 Pearson Education Canada Inc Canadian Advertising in Action Chapter 14 Public Relations and Event Marketing and Sponsorships.

PUBLIC RELATIONS Anjelika Sharowskaya MN What is PR 2. Tools of PR 3. Target market 4. The types of public relations 5. Dark PR 6. Conclusions.

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Public Relations “The variety of activities and communications.

The Advertising Manager & The Advertising Department Novrita Widiyastuti, S.Sos.

Public Relations, Publicity, and Corporate Advertising © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Public Relations, Publicity, and Corporate Advertising

Ch. 36, Promotion Is Communication

15 Designing and Managing Integrated Marketing Communications

MARKETING MANAGEMENT 12th edition

Integrated Marketing Communications

INTEGRATED MARKETING COMMUNICATIONS (IMC) PLAN Communications Channel

WF SEM A - Professional Development

Designing and Managing Integrated Marketing Communications

Developing and Managing the Advertising Campaign

Section 17.1 The Promotional Mix

17 Designing and Integrating Marketing Communications

SEM A - Professional Development

SEM A - Professional Development

SEM A - Professional Development

Integrated Marketing Communications

17 Designing and Integrating Marketing Communications

Public Relations A broad set of communication activities used to create and maintain favorable relationships between an organization and various public.

Public Relations.

Chapter 2 Define the role of advertising within marketing

Arab World Edition Kotler, Keller, Hassan, Baalbaki and Shamma

Advertising and Public Relations

Designing and Managing

Managing Integrated Marketing Communications (IMC) Relationship Building: Public Relations, Sponsorship and Corporate Advertising Lecture 22.

The Promotional Mix What You’ll Learn

Chapter 17 Promotional Concepts and Strategies

Designing and Managing

SEM A - Professional Development

Michael R. Solomon Greg W. Marshall Elnora W. Stuart

Part 3.1 Promotion Mix Tools, Budget Rationale and Plan Evaluation

Unit 1 – Strategies Used in the Sports and Entertainment Industry

Presentation transcript:

Public Relations, Sponsorship and Corporate Advertising MEETING 11 Meeting, Incentive, Convention, Exhibition

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

The Role of Public Relations Reputation 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

The Role of Public Relations Marketing 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

The Public Relations Job PR Planning & Research Reputation management crisis management, publicity, press agentry, & community involvement Speechwriting Publications Social Media Corporate Blogs

The Public Relations Job Public Relations Tools News (press) Release Press (media) Kit Photos Feature Articles Printed Materials Posters Exhibits

Sponsorships & Events Sponsorships a 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.

Sponsorships & Events Types of Sponsorship Sports Marketing Arts Causes Associations Festivals Entertainment

Sponsorships & Events Measuring Sponsorship Results Experts suggest 3 methods measure changes in awareness measure spending equivalencies measure changes in sales revenue with tracking devices

Sponsorships & Events Measuring Sponsorship Results Pointers 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

Sponsorships & Events Benefits of Sponsorship offers 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

Sponsorships & Events Drawbacks of Sponsorship costly cosponsorship is cluttered evaluation of effectiveness is tricky

Corporate Advertising Public Relations Advertising ads used to improve company relations with labor, government, suppliers, customers or even voters

Corporate Advertising Corporate/Institutional Advertising nonproduct advertising aimed at enhancing a company’s image or increase awareness advertorials umbrella advertising corporate identity advertising advocacy advertising 17-14

Terima kasih