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

Public Relations Defined A management function A management function evaluates public attitudes which evaluates public attitudes identifies the policies and procedures and identifies the policies and procedures Relation to text This slide relates to material on p. 543 of the text. Summary Overview Public 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 slide This slide can be used to introduce public relations as an IMC tool. More detailed discussion of public relations will follow in subsequent slides. an organization with the public interest of an organization with the public interest executes a program of action (and communication) and executes a program of action (and communication) earn public understanding and acceptance to © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Public Relations Management Process Determination and evaluation of public attitudes Determination and evaluation of public attitudes PR Identification of policies and procedures Identification of policies and procedures Relation to text This slide relates to material on p. 543 of the text. Summary Overview This slide shows the three steps of the public relations management process. The steps to effective public relations include: Determination and evaluation of public attitudes Identification of policies and procedures Development and execution of the program Use of this slide This slide can be used to discuss the public relations management process. The process begins with an understanding of current attitudes and then management develops and executes plans that bring about public understanding and acceptance. Development and execution of the program © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Traditional PR Perspective Customers Customers Community Investors Investors Public Relations Department Relation to text This slide relates to material on pp. 544-545 of the text. Summary Overview This slide shows the traditional view of public relations, which is that it is not a marketing function, but rather a function whose primary responsibility is to maintain mutually beneficial relationships between the organization and its publics. In this case the publics are viewed as: Customers Community Investors Government Employees Suppliers Use of this slide This slide can be used to discuss the traditional role of public relations. In this traditional role public relations and marketing are separate departments. As public relations moves towards a new role, PR is viewed as an integral part of the integrated marketing communications program. Suppliers Suppliers Government Government Employees Employees © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Integration of PR into the IMC Process Marketing Department Public Relations Separate Marketing Department Public Relations Coordinated Relation to text This slide relates to material on p. 544 of the text. Summary Overview This slide shows the integration of public relations into the IMC process. There are three alternative organizational designs presented including: Either marketing or public relations can be the dominant function Marketing and public relations can be equal but separate functions Marketing and public relations can be integrated and work closely together Use of this slide This slide can be used to introduce the integration of public relations into the IMC process. More detail on this integration will follow. Marketing Department Public Relations Integrated © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Marketing Public Relations (MPR) Functions Building marketplace excitement before media advertising breaks Building marketplace excitement before media advertising breaks Improving ROI Improving ROI Creating advertising news where there is no product news Creating advertising news where there is no product news Introducing a product with little or no advertising Introducing a product with little or no advertising Relation to text This slide relates to material on pp. 544-545 of the text. Summary Overview Public relations activities designed to support marketing objectives are marketing public relations (MPR). Marketing objectives that may be aided by MPR include: Building marketplace excitement before media advertising breaks Improving ROI Creating advertising news where there is no product news Providing a value-added customer service Building brand-to-consumer bonds Influencing the influentials by providing information to opinion leaders Defending a product at risk and giving customers a reason to buy Use of this slide This slide can be used to show the various ways MPR can assist an organization in achieving its marketing objectives and adding value to the overall IMC program. Providing a value-added customer service Providing a value-added customer service Building brand-to-customer bonds Building brand-to-customer bonds Influencing influentials, providing information to opinion leaders Influencing influentials, providing information to opinion leaders Defending products at risk, giving consumers a reason to buy © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Benefits of Marketing Public Relations (MPR) Advantages Disadvantages A cost-effective way to reach the market A cost-effective way to reach the market Lack of control over media Lack of control over media A highly targeted way to conduct public relations A highly targeted way to conduct public relations Difficult to tie in slogans or other advertising devices Difficult to tie in slogans or other advertising devices Endorsements by independent third parties Endorsements by independent third parties Media time and space aren’t guaranteed Media time and space aren’t guaranteed Relation to text This slide relates to material on p. 546 of the text. Summary Overview The slide outlines the advantages and disadvantages of using MPR. The Advantages include: Cost-effective way to reach the market Highly targeted way to conduct public relations Endorsements by independent third parties Achievement of credibility Makes advertising messages more credible Breaks through the clutter Circumvents resistance to sales efforts Disadvantages Lack of control over media Difficult to tie in slogans or other advertising devices Media time and space are not guaranteed No standards for effective measurement Use of this slide This slide can be used to discuss the advantages and disadvantages of MPR. One of the major threats is that MPR’s 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. Achievement of credibility Achievement of credibility No standards for effective measurement Makes advertising messages more credible Makes advertising messages more credible Improved media involvement w/customers Improved media involvement w/customers Breaks though the clutter Breaks though the clutter Creates influence among opinion leaders Creates influence among opinion leaders Circumvents resistance to sales efforts Circumvents resistance to sales efforts Improved ROI Improved ROI © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Successful Implementations of MPRs Relation to text This slide relates to the material on pp. 545-546 and Exhibit 17-1. Summary Overview This slide shows the Syngenta website, which provides information to customers – an example of MPR in practice. Syngenta offers products that help grow lawns and flowers, primarily marketing to flower growers and golf course operators. Positioning its spokespeople as experts, the company conducts seminars and lectures on environmental issues, product safety, and other factors of importance to their customer base. Held three to four times a year, Syngenta invites buyers to attend lectures given by experts in these areas, to keep them knowledgeable about their industry. Attendees place great value on being selected, providing Syngenta with a database of buyers, goodwill, and a step up on its competitors. Use of this slide This slide can be used as the basis for a discussion on successful implementations of MPRs. Other examples include Orkin Pest Control, Meriwest Credit Union, Mitsubishi, and Hall & Oates. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Process of Public Relations Determining and Evaluating Public Attitudes Determining and Evaluating Public Attitudes Establishing a PR Plan Establishing a PR Plan Relation to text This slide relates to material on pp. 546-555 of the text. Summary Overview This slide outlines the various activities of the public relations process. This process includes: Determining and evaluating public attitudes Establishing the PR plan Developing and executing a PR program Measuring program effectiveness Use of this slide This slide introduces the public relation process. More detailed information of the activities at each step of the process will follow. Developing and Executing a PR Program Developing and Executing a PR Program Measuring Program Effectiveness © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Research on Public Attitudes Provides input for the planning process Provides input for the planning process Serves as an “early warning system” Serves as an “early warning system” Relation to text This slide relates to material on p. 547 of the text. Summary Overview This slide shows some of the reasons why companies regularly survey public attitudes. These include: Provides input for the planning process Serves as an early warning system Secures internal cooperation, support Increases communications effectiveness  Use of this slide This slide can be used to discuss some of the reasons companies survey public attitudes. Companies are concerned with public attitudes because they can affect sales of the products and negative attitudes can also affect employee morale. Increases communications effectiveness Secures internal cooperation, support Secures internal cooperation, support © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

10 Questions for Evaluating Public Relations Plans 1. Does the plan reflect a thorough understanding of the company’s 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 product’s strengths and weaknesses? 5. Does the PR program describe several cogent, relevant conclusions from the research? Relation to text This slide relates to material on p. 547 and Figure 17-2 of the text. Summary Overview This 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 will determine whether the PR plan is workable. Use of this slide This 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. The PR also plan needs to be integrated into the overall marketing communications program. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

10 Questions for Evaluating Public Relations Plans 6. 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? Relation to text This slide relates to material on p. 547 and Figure 17-2 of the text. Summary Overview This 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 determine whether the PR plan is workable. Use of this slide This 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. The PR also plan needs to be integrated into the overall marketing communications program. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Determining Public Relations Audiences Customers and Clients Employees of the Firm Vendors and Suppliers Community Members Stockholders and Investors Internal or Associated Relation to text This slide relates to material on pp. 548-550 of the text. Summary Overview The 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. Within each of these broad categories are various groups and organizations of people. Internal audiences – those groups already associated with the company Stockholders and investors Employees of the firm Vendors and suppliers Customers and clients External or independent audiences – those groups not closely connected to the company. These include: Community members The media Educators Civic and business organizations Governments Financial groups Use of this slide This slide can be used to discuss the various types of groups and organizations towards which public relations activities may be targeted. Although the internal audiences are generally communicated with on a regular basis, it may be necessary to communicate frequently with the external audiences as well as various situations arise. The Media Governments Financial Groups External or Independent Educators Civic and Business Organizations © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Implementing the PR Program Press Releases Press Releases Interviews Press Conferences Press Conferences PR Tools Relation to text This slide relates to material on pp. 551-553 of the text. Summary Overview Once the 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 numerous tools available for this purpose, which are: Press releases – one of the more important publics is the press; information must be factual, true, and of interest to the medium and its audience Press conferences – must be of major interest to a specific group before it is likely to gain coverage Exclusives – offer one particular medium exclusive rights to a story Community involvement – memberships or participation in local organizations The Internet – can be used to disseminate information Interview – typically done with a spokesperson for the firm Use of this slide This slide can be used to discuss the various public relations tools available to the company. The 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. The Internet The Internet Exclusives Exclusives Community Involvement Community Involvement © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Internet as a PR Tool The Internet allows information to be presented quickly The Internet allows information to be presented quickly The Internet provides the media with instant access to additional sources of information The Internet provides the media with instant access to additional sources of information Relation to text This slide relates to material on pp. 552-553 of the text. Summary Overview This slide shows the three main differences between public relations activities conducted in traditional media versus those conducted on the Internet. These differences are: The Internet allows information to be presented quickly The 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 can disseminate public relations information. The Internet offers the ability to provide much more substantial information © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Special Olympics Torch Run Relation to text This slide relates to the material on p. 552, which discusses community involvement as part of the public relations process. Summary Overview This slide contains a commercial for television station KASA Fox 2, and is an example of the media engaging in public relations activities. The spot is asking the public to buy a T-shirt for the law enforcement torch run, which supports the Special Olympics. Use of this slide This commercial can be used to demonstrate how local media such as television stations become involved with their communities. Television stations are an important part of local communities and use spots such as this to demonstrate their community involvement. *Click outside of the video screen to advance to the next slide © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Media Also Engages in Public Relations Relation to text This slide relates to the material on p. 549-552 of the text that discusses public relations. Summary Overview This slide shows a public relations piece distributed by a San Diego TV station that describes a variety of ways the station benefits from the community. Use of this slide This slide can be used to discuss why the media are concerned about how the community perceives them. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Advantages of Public Relations Credibility Credibility Image Building Cost Savings Cost Savings PR Provides Relation to text This slide relates to material on pp. 553-554 of the text. Summary Overview This slide outlines the advantages of using public relations in the IMC program. These advantages include: Credibility – not seen as being sponsored by the organization which enhances perceptions of credibility Costs savings – do not have to pay for media time or space Avoidance of clutter – generally news items without being cluttered by other ads Lead generation – certain announcements can lead to inquiries Selectivity – can reach specific groups Image building – can develop a positive image for the company Use of this slide This slide can be used to discuss the advantages of using public relations. While there are many positive characteristics of public relations, the major disadvantage of public relations is the potential for not completing the communications process. As such, the key to effective public relations is to establish a good program worthy of public interest, and manage it properly. Selectivity Selectivity Avoidance of Clutter Avoidance of Clutter Lead Generation Lead Generation © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

General Mills Capitalizes on Positive Publicity Relation to text This slide relates to the material on p. 553 and Exhibit 17-13 regarding the advantages of publicity. Summary Overview This slide shows an ad for General Mills cereals. News about a product may in itself server as the subject of an ad. This ad demonstrates how General Mills uses favorable publicity from a variety of sources to promote the importance of whole grain in a healthy diet. Use of this slide This slide can be used to show how favorable news about a product or service can be used as the basis for an advertisement. Companies often mention favorable reviews or awards their products or services have received from the media in their advertisements. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Criteria for Measuring PR Effectiveness Total number of impressions . . . Over time Over time On the target audience On the target audience On specific target audiences On specific target audiences Percentage of . . Positive articles over time Positive articles over time Negative articles over time Negative articles over time Relation to text This slide relates to material on pp. 554-556 and Figure 17-3 of the text. Summary Overview As with the other promotional program elements, it is important to evaluate the success of the public relations efforts. This slide outlines the criteria for measuring PR effectiveness, which are: Total number of impressions… Over time On the target audience On specific target audiences Percentage of… Positive articles over time Negative articles over time Ratio of positive to negative articles Percentage of positive and negative articles by subject, publication, reporter, and/or target audience Use of this slide This slide can be used to discuss the importance of and the criteria for measuring PR effectiveness. In addition to determining the contribution of this program element of attaining communications objectives, this evaluation also provides management with what has been achieved through the public relations effort both on a qualitative and quantitative basis. Ratio of positive to negative articles Percentage of positive and negative articles by . . . Subject Subject Publica- tion Publica- tion Reporter Reporter Target audience © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Publicity The Generation of News About a Person, Product, or Service That Appears in the Media The Generation of News About a Person, Product, or Service That Appears in the Media Part of the PR Process Part of the PR Process Relation to text This slide relates to material on pp. 556-557 of the text. Summary Overview This slide shows the definition and the various characteristics of publicity. These characteristics are: Publicity is the generation of news about a person, product, or service that appears in the media Publicity is part of the PR process Publicity may be out of the marketer’s control Use of this slide This slide can be used to introduce publicity and some of its characteristics as an IMC tool. May Be Out of the Marketer’s Control © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

A Response to Negative Publicity Relation to text This slide relates to the material on p. 559 regarding the control and dissemination of publicity. Summary Overview This slide shows an ad that was used by Tree Top to respond to negative publicity the company was receiving from the media regarding the safety of its apple juice. The company’s problems began when the major news media reported that the chemical Alar, which was 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 to reassure consumers of the safety of its product and that Alar was not used by the company. Use of this slide This ad shows an example of how a company responds to negative publicity about its products. Marketers sometimes have to run ads to address negative publicity about their company and/or its products and policies. This ad by Tree Top was an effective way to inform consumers that its products did not use Alar and were safe for children. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Corporate Advertising An extension of the PR function An extension of the PR function Does not promote a specific product or service Does not promote a specific product or service Relation to text This slide relates to material on p. 561 of the text. Summary Overview 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 function It does not promote a specific product or service It promotes the organization to achieve the following: Image enhancement Assuming a position on an issue or cause Seeks involvement Use of this slide This slide can be used to introduce the characteristics of corporate advertising. Corporate 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. Promotes the organization Image enhancement Seeks involvement Assuming a position on an issue or cause Image enhancement Assuming a position on an issue or cause © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Why Is Corporate Advertising Controversial? Corporate advertising Is a waste of money Corporate advertising Is a waste of money Consumers aren’t interested in this form of advertising Consumers aren’t interested in this form of advertising Claims of Opponents to Corporate Advertising Relation to text This slide relates to material on pp. 561-562 of the text. Summary Overview This 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 advertising The ads may be seen as an indication that the firm must be in trouble This is a costly form of corporate self-indulgence Corporate advertising is a waste of money Use of this slide This slide can be used to discuss some of the reasons that corporate advertising is considered to be controversial. Despite these criticisms, corporate advertising has been increasing in use. This is a costly form of corporate self-indulgence The firm’s finances or image must be in trouble The firm’s finances or image must be in trouble © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Objectives of Corporate Advertising Create a positive image for the firm Create a positive image for the firm Establish diversified company’s identity Communicate the organization’s viewpoint Communicate the organization’s viewpoint Objectives Relation to text This slide relates to material on p. 563 of the text. Summary Overview This slide shows the various objectives of corporate advertising, which are: Create a positive image for the firm Communicate the organization’s viewpoint Boost employee morale Smooth labor relations Help newly deregulated industries Establish diversified company’s identity Use of this slide This slide can be used to discuss the various objectives of corporate advertising. As 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. Help newly deregulated industries Help newly deregulated industries Boost employee morale Boost employee morale Smooth labor relations Smooth labor relations © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Types of Corporate Advertising Image Advertising Event Sponsorship Advocacy Advertising Cause-related Advertising General Image Ads General Image Ads Sponsorship Positioning Ads Recruitment Financial Support Positioning Ads Sponsorship Relation to text This slide relates to material on pp. 563-564 of the text. Summary Overview This 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 ads – create an image of the firm in the public mind Positioning ads – help position the firm among relevant publics Sponsorship – providing support for TV programs or special programming Recruitment – create an image of the firm to help recruit new employees Financial support – help generate investments in the corporation Event sponsorship Advocacy advertising Cause-related advertising Use of this slide This slide can be used to discuss the various types of corporate advertising available to the advertiser with a focus on image advertising. A 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. More detailed discussion of the other types of corporate advertising will follow. Recruitment © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Grant Thornton Uses Advertising for Employee Recruitment Relation to text This slide relates to the material on pp. 563-565, which discusses types of corporate advertising. Summary Overview 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 slide This slide can be used as an example of recruitment advertising done by a major company. Recruitment 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. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Boeing Advertises to Enhance Its Image Relation to text This slide relates to material on pp. 585-86 that discusses corporate image advertising. Summary Overview The slide shows a commercial from the global image campaign for Boeing. While Boeing is well known as the world’s 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.” Use of this slide The commercial shown in this slide is a very good example of corporate image advertising. A goal of this campaign is to leverage Boeing’s 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 company’s employees regarding the future of the company. *Click outside of the video screen to advance to the next slide © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Event Sponsorship Corporate Sponsor Sporting Events Cultural Events Causes Festivals Arts Music, Entertainment Sporting Events Music, Entertainment Relation to text This slide relates to material on pp. 565-567 of the text. Summary Overview Another form of corporate advertising is event sponsorship. This slide shows the various types of activities sponsored by corporations. These corporate sponsored activities include: sporting events music and entertainment causes festivals cultural events the arts Use of this slide This slide can be used to discuss the various types of activities that can be corporate sponsored events. Many 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. Causes Festivals Cultural Events © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 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. Relation to text This slide relates to material on pp. 567-568 of the text. Summary Overview This 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. Use of this slide This slide can be used to discuss advocacy advertising. 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. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

An American Gas Association Advocacy Ad Relation to text This slide relates to the material on pp. 567-568 that discusses advocacy advertising. Summary Overview 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 slide This slide can be used to provide an example of how an organization uses advocacy advertising. Advocacy advertising is used by a variety of organizations and companies to communicate their position on a particular issue. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Cause Related Marketing Cause related marketing: is a form of marketing whereby companies link with charities or nonprofit organizations as contributing sponsors. Relation to text This slide relates to material on pp. 568-569 of the text. Summary Overview Another 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, or running public service announcements. Use of this slide This slide can be used to discuss cause-related marketing. 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. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Measuring Corporate Advertising Effectiveness Attitude Surveys Attitude Surveys Effective? Relating to Stock Prices Relating to Stock Prices Relation to text This slide relates to material on pp. 569-570 of the text. Summary Overview This slide shows the various methods that can be used to evaluate the effectiveness of corporate advertising which include: Attitude surveys Relating to stock prices Focus group research Use of this slide This 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. Focus Group Research © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin