![Page 1: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/1.jpg)
Marketing Public Relations and Sponsorship Marketing
20
![Page 2: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/2.jpg)
2
Public RelationsPublic Relations
Audiences for Public Relations?
2
![Page 3: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/3.jpg)
Marketing Public RelationsMarketing 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
![Page 4: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/4.jpg)
Marketing Public RelationsMarketing Public Relations
• Dictated by a company’s marketing objectives
• Offensively oriented and opportunity seeking
Proactive MPR Reactive MPR
• The conduct of public relations in response to outside influences
• Attempt to repair company’s reputation, prevent market erosion, and regain lost sales4
![Page 5: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/5.jpg)
Proactive MPRProactive MPR
Product releases
Executive-statement
Feature articles
Proactive MPR Widely used forms of publicity in MPR
5
![Page 6: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/6.jpg)
• Announce new products
• Provide relevant information, features and benefit
• Audiovisual product releases (video news releases, or VNRs) gained wide usage
Proactive MPRProactive MPR
Product releases
Executive-statement
Feature articles6
![Page 7: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/7.jpg)
• 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
Proactive MPRProactive MPR
Product releases
Executive-statement
Feature articles7
![Page 8: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/8.jpg)
• Detailed descriptions of products or other newsworthy programs
• Written by a PR firm for immediate publications or airing
• Inexpensive to prepare
Proactive MPRProactive MPR
Product releases
Executive-statement
Feature articles8
![Page 9: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/9.jpg)
Reactive MPRReactive MPR
Examples ???
Negative publicitycases
9
![Page 10: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/10.jpg)
• Great example of Reactive MPR (a brand manager’s nightmare?):
![Page 11: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/11.jpg)
Reactive MPRReactive MPR
• Product tampering cases -Tylenol and Sudafed
• The Perrier case• The Pepsi Hoax• Rumors
Negative publicitycases
11
![Page 12: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/12.jpg)
Reactive MPRReactive MPR
Johnson & Johnson’s
efforts to retain
customers using
reactive MPR
12
![Page 13: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/13.jpg)
Reactive MPRReactive MPR
• Product tampering cases -Tylenol and Sudafed
• The Perrier case• The Pepsi Hoax• Rumors
Negative publicitycases
13
![Page 14: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/14.jpg)
Reactive MPRReactive MPR
14
![Page 15: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/15.jpg)
Reactive MPR ExerciseReactive MPR Exercise
• You are owner of a campus restaurant
• Rumor: Rat found in your food • How do you
handle this???
Negative publicitycase
15
![Page 16: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/16.jpg)
Sponsorship MarketingSponsorship Marketing
Event sponsorships
Cause-related marketing
16
![Page 17: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/17.jpg)
Why Growth in SponsorshipsWhy 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 17
![Page 18: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/18.jpg)
Event SponsorshipsEvent Sponsorships
Event Sponsorship
18
![Page 19: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/19.jpg)
Event SponsorshipsEvent Sponsorships
McDonald’s
List sponsorship options that offer the opportunity to build McDonald’s image
as fitting into a healthy lifestyle.
19
![Page 20: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/20.jpg)
Event SponsorshipsEvent Sponsorships
Denny’s Sponsorship
Harlem Globetrotters
WHY??
21
![Page 21: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/21.jpg)
Selecting Sponsorship EventSelecting 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?
22
![Page 22: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/22.jpg)
Event SponsorshipsEvent Sponsorships
Ambushing Events
23
![Page 23: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/23.jpg)
Cause-Related Marketing (CRM)Cause-Related Marketing (CRM)
Cause-Related Marketing
24
![Page 24: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/24.jpg)
Event Related PromotionEvent Related Promotion
25
![Page 25: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/25.jpg)
Benefits of CRMBenefits 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 26
![Page 26: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/26.jpg)
Cause-Related MarketingCause-Related Marketing
Cause-related
marketing
illustration
![Page 27: Marketing Public Relations and Sponsorship Marketing](https://reader033.vdocuments.pub/reader033/viewer/2022061600/56812df1550346895d934f8e/html5/thumbnails/27.jpg)
Cause-Related MarketingCause-Related Marketing
Cause Related Marketing
CRM
28