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Marketing Public Relations and Sponsorship Marketing. 20. Public Relations. Audiences for Public Relations ?. 2. Marketing Public Relations. Marketing Public Relations (MPR)

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Presentation Transcript
public relations
Public Relations

Audiences for Public Relations?

2

marketing public relations
Marketing 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

3

marketing public relations4
Marketing Public Relations

Proactive MPR

Reactive MPR

  • Dictated by a company’s marketing objectives
  • Offensively oriented and opportunity seeking
  • The conduct of public relations in response to outside influences
  • Attempt to repair company’s reputation, prevent market erosion, and regain lost sales

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proactive mpr
Proactive MPR

Proactive MPR

Widely used forms of publicity in MPR

Product releases

Executive-statement

Feature articles

5

proactive mpr6
Proactive MPR

Product releases

  • Announce new products
  • Provide relevant information, features and benefit
  • Audiovisual product releases (video news releases, or VNRs) gained wide usage

Executive-

statement

Feature articles

6

proactive mpr7
Proactive MPR

Product releases

  • 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

Executive-

statement

Feature articles

7

proactive mpr8
Proactive MPR

Product releases

  • Detailed descriptions of products or other newsworthy programs
  • Written by a PR firm for immediate publications or airing
  • Inexpensive to prepare

Executive-

statement

Feature articles

8

reactive mpr
Reactive MPR

Negative publicity

cases

Examples ???

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reactive mpr11
Reactive MPR

Negative publicity

cases

  • Product tampering cases -Tylenol and Sudafed
  • The Perrier case
  • The Pepsi Hoax
  • Rumors

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reactive mpr12
Reactive MPR

Johnson & Johnson’s

efforts to retain

customers using

reactive MPR

12

reactive mpr13
Reactive MPR

Negative publicity

cases

  • Product tampering cases -Tylenol and Sudafed
  • The Perrier case
  • The Pepsi Hoax
  • Rumors

13

reactive mpr exercise
Reactive MPR Exercise

Negative publicity

case

  • You are owner of a campus restaurant
  • Rumor: Rat found in your food
  • How do you handle this???

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sponsorship marketing
Sponsorship Marketing

Event sponsorships

Cause-related marketing

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why growth in sponsorships
Why 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

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event sponsorships
Event Sponsorships

Event Sponsorship

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event sponsorships19
Event 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 sponsorships20
Event Sponsorships

Denny’s Sponsorship

Harlem Globetrotters

WHY??

21

selecting sponsorship event
Selecting 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 sponsorships22
Event Sponsorships

Ambushing Events

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cause related marketing crm
Cause-Related Marketing (CRM)

Cause-Related Marketing

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benefits of crm
Benefits 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

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cause related marketing
Cause-Related Marketing

Cause-related

marketing

illustration

cause related marketing27
Cause-Related Marketing

Cause Related Marketing

CRM

28