contemporary advertising 11e chapter 11

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Page 1: Contemporary advertising 11e chapter 11
Page 2: 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

Page 3: Contemporary advertising 11e chapter 11

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

Page 4: Contemporary advertising 11e chapter 11

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

Page 5: Contemporary advertising 11e chapter 11

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

Page 6: Contemporary advertising 11e chapter 11

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

Page 7: Contemporary advertising 11e chapter 11

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The Public Relations Job

CrisisCommunications

Planning &Research

PublicAffairs &Lobbying

Speech-writing

Fundraising,Membership,

or Events

PublicityPress

Agentry

CommunityInvolvement

ReputationManagement

PRActivities

Page 8: Contemporary advertising 11e chapter 11

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

Page 9: Contemporary advertising 11e chapter 11

11-9

The Public Relations Job

PRTools

Multimedia

Posters &Exhibits

PrintedMaterials

FeatureArticles

Photos

PressKits

NewsReleases

Page 10: Contemporary advertising 11e chapter 11

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

Page 11: Contemporary advertising 11e chapter 11

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

Page 12: Contemporary advertising 11e chapter 11

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

Page 13: Contemporary advertising 11e chapter 11

11-13Sponsorship and Events:Types of Sponsorship

SportsMarketing

Festivals, Fairs, and Annual Events

Causes

Arts and Culture

Entertainment

Venue Marketing

Page 14: Contemporary advertising 11e chapter 11

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

Page 15: Contemporary advertising 11e chapter 11

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

Page 16: Contemporary advertising 11e chapter 11

11-16Sponsorshipand Events:Types of SponsorshipCampbell’s sponsors Stamp Out Hunger

Page 17: Contemporary advertising 11e chapter 11

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

Page 18: Contemporary advertising 11e chapter 11

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:

Page 19: Contemporary advertising 11e chapter 11

11-19

Goals of Corporate Communications

Corporate Advertising

ImprovePublic

Relations

EstablishCorporate

Identity

RecruitNew

Employees

Page 20: Contemporary advertising 11e chapter 11

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