Contemporary advertising 11e chapter 11
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Transcript of Contemporary advertising 11e chapter 11
chapter11
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinContemporary Advertising, 11e
Relationship Building: Public Relations, Sponsorship, and
Corporate AdvertisingThe role of public relations,
sponsorships, & corporate advertisingin relationship marketing and IMC
11-3
Chapter 11 Objectives
Distinguish between advertising & public relations
Discuss the key elements of crisis communications
Describe the difference between press agentry &
publicity
Identify the tools public relations practitioners use
Explain how event sponsorships can fit into an
IMC plan
Define advocacy advertising & debate its role in a free society
Explain the role of corporate identity advertising
11-4
Insert ex. 11-1, p. 3412006 PR industry benchmarksPosition = centered horiz., 4.12” verticalSize = 2.0” TALLResolution = 300 dpi
Develop goodwill
Affectpublic opinion
Improvereputation
The Role of Public Relations
PR manages communication betweenstakeholders (publics) in order to:
2006 PR industry benchmarks
11-5
The Role of Public Relations
Fox convinces others to advertise on its station
Insert photo 11.2, p. 339
Fox “#1 Network” ad
Position = 2.9” horiz., 1.5” vertical
Size = 4.6” TALL
Resolution = 300 dpi
11-6
Differences between PR and Advertising
The Role of Public Relations
Ads delivered by purchased media
PR messages not openly sponsored
Ads placed forreach & frequency
PR picked up by external media
Perceived Bias
Precision& Results
Practitioner Goals &Orientation
Ad industry focuseson marketing
communications
PR pros consider all corporate
communications
11-7
The Public Relations Job
CrisisCommunications
Planning &Research
PublicAffairs &Lobbying
Speech-writing
Fundraising,Membership,
or Events
PublicityPress
Agentry
CommunityInvolvement
ReputationManagement
PRActivities
11-8
The Public Relations Job
Rainforest Action Network fundraising ad
Insert photo 11.6, p. 345
Rainforest Action Network ad
Position = 2.9” horizontal, 1.5” vertical
Size = 4.6” TALL
Resolution = 300 dpi
11-9
The Public Relations Job
PRTools
Multimedia
Posters &Exhibits
PrintedMaterials
FeatureArticles
Photos
PressKits
NewsReleases
11-10
The Public Relations Job
Press release from Gateway
Insert updated images, p. 347
Gateway press releases
Position = centered horiz., 2.25” vertical
Size = 3.8” TALL
Resolution = 300 dpi
11-11
• Cost can be too high for a single sponsor
• Cosponsored events can be cluttered
• Return-on-investment hard to gauge
Sponsorship and Events
Sponsorship:cash or in-kind payment for a
commercial opportunity
Philanthropy:support of a cause without
commercial incentive
Sponsorship Advantages Sponsorship Drawbacks
• Rising cost of traditional media• Fragmented media audience• Diversity of leisure activities• Efficient way to reach groups• Stakeholders get involved• In-person access to customers• Reinforcement of position• Loyalty promotes sales
11-12Sponsorship and Events:Types of Sponsorship
Annual sponsorship spending in North America ($ in millions)
Insert ex. 11-2, p. 352
Annual sponsorship spending
Position = 2.9” horizontal, 1.5” vertical
Size = 5.7” WIDE
Resolution = 300 dpi
11-13Sponsorship and Events:Types of Sponsorship
SportsMarketing
Festivals, Fairs, and Annual Events
Causes
Arts and Culture
Entertainment
Venue Marketing
11-14Sponsorship and Events:Types of Sponsorship
U.S. companies spending the most on events, 2005
Insert ex. 11-3, p. 353
U.S. companies- event sponsorship
Position = 2.9” horizontal, 1.5” vertical
Size = 5.7” WIDE
Resolution = 300 dpi
11-15Sponsorship and Events:Types of Sponsorship
Insert photo 11.9, p. 352
Adidas Summer Olympics ad
Position = 2.9” horizontal, 1.5” vertical
Size = 5.7” WIDE
Resolution = 300 dpi
Adidas incorporated its name with the 2004 Summer Olympics by placing this ad virtually everywhere
11-16Sponsorshipand Events:Types of SponsorshipCampbell’s sponsors Stamp Out Hunger
11-17Sponsorship and Events:Methods of Sponsorship
Companies canbuy into anexisting event
Companies cancreate a new event
of their ownor
Good fit betweensponsor and brandis most important
11-18
Media spending
equivalency
Pre- & post-event
Surveys
Revenue tracking devices
Sponsorship and Events: Measuring Sponsorship Results
Measure against a benchmark
Establish clear objectives
Set measurablegoals
Establish a budget at the outset
Don’t change other variables during
sponsorship
Incorporate evaluation tools
IEG’s suggestions for measuring the value of events:
11-19
Goals of Corporate Communications
Corporate Advertising
ImprovePublic
Relations
EstablishCorporate
Identity
RecruitNew
Employees
11-20
Hac Job uses corporate advertising to communicate its name
Corporate Advertising
Insert photo 11.12, p. 357
Hac Job ad
Position = 2.9” horizontal, 1.5” vertical
Size = 5.7” WIDE
Resolution = 300 dpi