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Managing Integrated Marketing Communications (IMC) Relationship Building: Public Relations, Sponsorship and Corporate Advertising

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Managing Integrated Marketing Communications (IMC) Relationship Building: Public Relations, Sponsorship and Corporate Advertising Lecture 22 – PowerPoint PPT presentation

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Title: Managing Integrated Marketing Communications (IMC) Relationship Building: Public Relations, Sponsorship and Corporate Advertising


1
Managing Integrated Marketing Communications
(IMC) Relationship Building Public Relations,
Sponsorship and Corporate Advertising
Lecture 22
2
PR INTRO
  • The term public relations has been
    misinterpreted by many.
  • a management function that focuses on the
    relationships and communications that individuals
    or other groups have with publics for the purpose
    of creating mutual goodwill.
  • These publics may be employees, customers,
    stockholders, competitors, suppliers, legislators
    or the community in which the organization
    resides.

3
PR INTRO
  • BEN AND JERRYS
  • Acquired by Unilever.
  • Problems were spurred by the fact that some
    people believed its ice cream did not contain
    natural contents and used artificial
    flavouring/colour.
  • In 2003 they recalled one particular ice-cream
    flavour due to traces of peanuts found in it.
  • How do you think Ben and Jerrys reacted after
    this disaster?

4
Difference between Public Relations and
Advertising
  • Main difference revolves around the fact that PR
    targets a more specific, focused audience and
    Advertising is used to target the masses.
  • While PR activities offer greater credibility,
    advertising offers precision and control.

5
Marketing Public Relations
  • In support of marketing, PR activities can raise
    awareness, inform and educate, improve
    understanding, build trust, make friends, give
    people reasons or permission to buy and create a
    climate of consumer acceptance- usually better
    than advertising.

6
Public Relations Job
  • PR Planing and Research employ the same methods
    used for Marketing Research but also use OPINION
    SAMPLING.
  • Reputation Management
  • Publicity and Press Agentry consists of
    newsworthy material.
  • Crisis Communications Management brings PR into
    damage control mode.
  • Community Involvement
  • Other Public Relations Activities ?

7
Public Relations Job
  • Public affairs and lobbying
  • Speechwriting
  • Fundraising and membership drives
  • Publications
  • Special events management

8
Public Relations Tools
  1. News releases and Press kits
  2. Photos
  3. Feature Articles
  4. Printed Materials e-zine, which is a magazine
    published online or sent by mail.
  5. Posters, exhibits and bulletin boards.
  6. Audiovisual Materials

9
Sponsorship
  • Sponsorship is a cash or in-kind fee paid to a
    property in return for access to the exploitable
    commercial potential associated with that
    property.
  • What do Sponsorships encourage?
  • Cause Marketing

10
Benefits of Sponsorship
  1. Public approves of it.
  2. Has the ability to involve customers, prospects
    and other stakeholders.
  3. Enhance company image or merchandise with
    affiliation through an event.
  4. Provides face to face access with current and
    potential customers.

11
Drawbacks of Sponsorships
  • Too costly
  • Clutter your brand/company may get lost in the
    other companies sponsoring a certain event

12
Types of Sponsorship
  1. Sports Marketing
  2. Entertainment
  3. Causes
  4. Arts
  5. Festivals and Fairs
  6. Associations and membership organizations
  7. Venue Marketing

13
Corporate Advertising
  • Controlled content.
  • Covers the broad area of non-product advertising
    including PR advertising, institutional
    advertising, corporate identity advertising and
    recruitment advertising.
  • www.linkedin.com
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