BA323 Lecture on PR and Sponsorships Fall 2010

Marketing Public Relations and Sponsorship Marketing 20... Public Relations Audiences for Public Relations?. Marketing Public RelationsMarketing Public Relations MPR Marketing-oriented a

Marketing Public Relations and Sponsorship

Marketing

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Public Relations

Audiences for Public Relations?

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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

Marketing Public Relations

• Attempt to repair

company’s reputation, prevent market erosion, and regain lost sales 4

• Announce new

products

• Provide relevant

information, features and benefit

• Audiovisual product

releases (video news releases, or VNRs) gained wide usage

• News releases quoting

CEOs and other corporate executives

• May address a wide

• Detailed descriptions of

products or other newsworthy programs

• Written by a PR firm for

Reactive MPR

Examples ???

Negative publicity

cases

• Great example of Reactive MPR (a brand

manager’s nightmare?):

Reactive MPR

• Product tampering

cases -Tylenol and Sudafed

• The Perrier case

• The Pepsi Hoax

• Rumors

Negative publicity

cases

Reactive MPR

• Product tampering

cases -Tylenol and Sudafed

• The Perrier case

• The Pepsi Hoax

Negative publicity

cases

Reactive MPR

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Reactive MPR Exercise

• You are owner of a campus

restaurant

• Rumor: Rat found in your

handle this???

Negative publicity

case

Sponsorship Marketing

Event

sponsorships

Cause-related marketing

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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

Event Sponsorships

Event Sponsorship

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Event Sponsorships

McDonald’s

List sponsorship options that offer the opportunity to

build McDonald’s image as fitting into a healthy

lifestyle.

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?

Event Sponsorships

Ambushing Events

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Cause-Related Marketing (CRM)

Cause-Related Marketing

Event Related Promotion

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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

Cause-Related Marketing

Cause-related

marketing

illustration

Cause-Related Marketing

Cause Related Marketing

CRM