Ch. 19 Marketing Public Relations and Sponsorship Marketing

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Ch. 19 Marketing Public Relations and Sponsorship
Marketing

• Objectives

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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
  various publics

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Marketing Public Relations
Proactive MPR
Proactive MPR

• Dictated by a companys marketing objectives
• Offensively oriented and opportunity seeking

• The conduct of public relations in response to
  outside influences
• Attempt to repair companys reputation, prevent
  market erosion, and regain lost sales

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Proactive MPR
Proactive MPR
Widely used forms of publicity in MPR

• Product introductions or product revisions
• Credibility accounts for the effectiveness
• Publicity is the major tool

Product releases
Executive-statement
Feature articles
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Proactive MPR

• 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

• Product releases

• Executive-statement

• Feature articles

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Reactive MPR
Negative publicity cases

• Often product defects and failures are the
  factors
• Quick and positive responses are imperative

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

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Rumors and Urban Legends
Combat a rumor to put it out!
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Reactive MPR

• Johnson Johnsons
• efforts to retain
• customers using
• reactive MPR

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Reactive MPR
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Sponsorship Marketing

• Involve investments in events or
• causes for the purpose of achieving
• various corporate objective

Event sponsorships
Cause-oriented sponsorships
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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
• Enables marketers to target their efforts to
  geographic regions and/or to lifestyle groups

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Event Sponsorships

• Event Sponsorship
• A form of brand promotion that ties a
• brand to a meaningful athletic,
• entertainment, cultural , social, or other
• type of high-interest public activity

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Selecting Sponsorship Event

• Consistent with brand image?
• Reach the desired target market?
• Geographically suited?
• Has competition ever sponsored the event?
• Is the event cluttered?
• Compliment existing sponsorships?
• Fit overall marketing programs?
• Economically viable?

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Creating Customized Events

• Developing its own events rather than sponsoring
  existing events
• Provides a brand total control over the event
• Can be more effective but less costly

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Creating Customized Events

• The Oscar Mayer Wienermobile

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Event Sponsorships

• Ambushing Events
• When companies that are not official
• sponsors undertake marketing efforts
• to convey the impression that they are

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Cause-Related Marketing (CRM)

• Cause-Related Marketing
• Based on the idea that a company will
• contribute to a cause every time the
• customer undertakes some action

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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