MARKETING COMMUNICATIONS PROJEC
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chapter13_pr_sponsorship.pptxCopyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
13
Chapter Thirteen
Public Relations
and
Sponsorship Programs
13-1
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Employees
Unions
Shareholders
Channel members
Customers
Media
Local community
Financial community
Government
Special-interest groups
F I G U R E 1 3 . 2
Identify Stakeholders
13-2
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Assessing Corporate Reputation
Reputation is fragile, but valuable
Negative view of businesses
Assess reputation
Monitor corporate reputation
Less than half have someone assigned
13-3
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Discrimination
Harassment
Pollution
Misleading communications
Deceptive communications
Offensive communications
Empowerment of employees
Charitable contributions
Sponsoring local events
Selling environmentally safe products
Outplacement programs
Support community events
Image Destroying Activities
Image Building Activities
F I G U R E 1 3 . 3
Examples of Activities that Affect a Company’s Image
Corporate Social Responsibility Audit
13-4
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Cause-Related Marketing
Businesses pay over $600 million in cause-related marketing
Consumer studies:
Nearly 50% switch brands, increase usage, try new brand
46% felt better about using product when company supported a particular cause
Cause liked by one – disliked by another
13-5
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Cause-Related Marketing
Cause should relate to firm’s business
Not-for-profit organizations compete for dollars
Publicizing causes
Public recognizes companies need to benefit
Should publicize, but not significant amount
13-6
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Green Marketing
Survey concerning green marketing
Try to save electricity (58%)
Recycle newspapers (46%)
Return bottles and cans (45%)
Buy products –recycled materials (23%)
Consumers not willing to sacrifice
Price
Quality
Convenience
Availability
Performance
13-7
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Proactive Strategies
Entitling
Enhancements
Reactive Strategies
Internet interventions
Crisis management programs
Impression management techniques
F I G U R E 1 3 . 6
Damage-Control Strategies
13-8
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Sponsorships and Event Marketing United States
Source: “Events & Sponsorships,” Marketing News, Vol. 38, No. 2 (July 15, 2004), p. 18.
13-9
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
What is the likelihood that a fan will buy a sponsor’s product?
NASCAR 72%
Tennis 52%
Golf 47%
NBA 38%
NFL 36%
Source: “Event Marketing/Sponsorships,” Public Relations Society of America
(Http://www.prsa.org/ppc/68022.html)
13-10
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Sponsoring Individuals
Name recognition 68%
Current popularity 56%
Overall image 53%
Character 51%
Source: “Event Marketing/Sponsorships,” Public Relations Society of America
13-11
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
To Maximize Event Marketing
Determine objective
Match event with customers, vendors, and employees
Cross-promote event
Include company in all event advertising and brochures
Track results
Evaluate the investment following the event
13-12
Sports, 68.8%
Causes, 8.9%
Entertainment, tours,
and attractions, 9.8%
Festivals, fairs and
annual events, 7.1%
Arts, 5.4%
Chart1
| Sports |
| Causes |
| Entertainment, tours, and attractions |
| Festivals, fairs and annual events |
| Arts |
Sheet1
| Coen's Spending Totals for 2002 | ||||||
| Media | Percentage | Value (billions) | ||||
| Magazines | 4.6% | 11.00 | ||||
| Newspapers | 18.6% | 44.03 | ||||
| Internet | 2.1% | 4.88 | ||||
| Broadcast television | 17.8% | 42.07 | ||||
| Cable television | 6.9% | 16.30 | ||||
| Radio | 8.0% | 18.88 | ||||
| Busines publications | 1.7% | 3.98 | ||||
| Yellow pages | 5.8% | 13.78 | ||||
| Direct mail | 19.4% | 46.07 | ||||
| Out-of-home | 2.2% | 5.18 | ||||
| Miscellaneous | 13.0% | 30.73 | ||||
| Total | 1 | 236.90 | ||||
| National total | 61.4% | 145.43 | ||||
| Local total | 38.6% | 91.45 | ||||
| Selected Global Ad Spending by Media | ||||||
| North America | Europe | Japan | North America | Europe | Japan | |
| Newspapers | 22.2% | 29.7% | 23.2% | 44.02 | 28.5 | 7.88 |
| Magazines | 7.2% | 14.1% | 8.8% | 14.33 | 13.54 | 2.97 |
| Television | 26.6% | 26.4% | 39.6% | 52.69 | 25.25 | 13.41 |
| Radio | 9.0% | 4.1% | 3.9% | 17.89 | 3.89 | 1.33 |
| Outdoor | 2.2% | 4.8% | 10.9% | 4.34 | 4.57 | 3.71 |
| Internet | 2.5% | 0.8% | 1.7% | 4.88 | 0.75 | 0.59 |
| Directories | 7.0% | 3.6% | 3.7% | 13.77 | 3.41 | 1.24 |
| Direct mail | 23.3% | 16.6% | 8.2% | 46.07 | 15.89 | 2.77 |
| Total | 197.99 | 95.8 | 33.9 | |||
| Percent | Dollar (billions) | |||||
| Sports | 68.8% | 7.7 | ||||
| Causes | 8.9% | 1 | ||||
| Entertainment, tours, and attractions | 9.8% | 1.1 | ||||
| Festivals, fairs and annual events | 7.1% | 0.8 | ||||
| Arts | 5.4% | 0.6 | ||||
| Total | 11.2 |
