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Public Relations Defined
This is the definition of public relations:
Textbook
Page 572 - 573
A management function
And identifies the policies and procedures
Of an organization with the public interest
And executes a program of action (& communication)
To earn public understanding and acceptance
Which evaluates public attitudes
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Public Relations Management Stages
These are the three stages of the public relations management process:
Textbook
Page 573
Identification of policies and
procedures
Determination and evaluation of
public attitudes
Development and execution of the
program
PR
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Traditional PR Perspective
This is the traditional view of public relations:
Textbook
Pages 573 - 574
Customers
Employees
Investors
Government
Community
Suppliers
Public Relations
Department
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Integration of PR into the Promotional Mix
This visual shows the integration of public relations into the IMC process:
Textbook
Pages 573 - 574
Marketing
Department
Public
Relations
Separate Functions
Marketing
Department
Public
Relations
Coordinated and Equal
Marketing
Department
Public
Relations
Integrated
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Marketing Public Relations Functions
This is a list of public relations activities deigned to support marketing objectives:
Textbook
Pages 574 - 575
Build market excitement before media ads break
Create ad news where there is no product news
Introduce a product with little or no advertising
Provide a value-added customer service
Build brand-to-customer bonds
Influence the influentials
Improve ROI
Defend products at risk, give consumers reason to buy
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MPR in Practice
This visual presents a real-world example of marketing public relations at work, specifically,
building a brand-to-customer bond.
Textbook
Page 575 / Exhibit 17 - 1
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Benefits of MPR
These are the advantages of using marketing public relations:
Textbook
Pages 576 / Figure 17 - 2
A cost-effective way to reach the
market
Highly targeted way to conduct
public relations
Endorsements by independent third
parties
Achievement of credibility
Makes advertising messages more
credible
Breaks though the clutter
Circumvents resistance to sales
efforts
Improved ROI
Creates influence among opinion
leaders
Improved media involvement
w/customers
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Disadvantages of MPR
These are the disadvantages of using marketing public relations:
Textbook
Page 576 / Figure 17 - 2
Difficult to tie in slogans or other advertising devices
No standards for effective measurement
Lack of control over media
Media time and space aren’t guaranteed
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The Process of Public Relations
This chart outlines the various activities of the public relations process.
Textbook
Pages 576 - 584
Measuring Program Effectiveness
Developing and Executing a PR Program
Establishing a PR Plan
Determining and Evaluating Public Attitudes
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Test Your Knowledge
In public relations targeting, external audiences include:
A. Customers
B. The public at large
C. Suppliers
D. Stockholders
E. All of the above
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Research on Public Attitudes
These are some of the reasons why companies regularly survey public attitudes:
Textbook
Page 576 - 577
Provides input for the
planning process
Serves as an “early warning
system”
Secures internal
cooperation, support
Increases communications
effectiveness
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10 Evaluation Questions
These are the ten key questions for evaluating public relations plans:
1. Does the plan reflect a thorough understanding of the company’s business situation?
2. Has the PR program made good use of research and background sources?
3. Does the plan include full analysis of recent editorial coverage?
4. Do the PR people fully understand the product’s strengths and weaknesses?
5. Does the PR program describe several cogent, relevant conclusions from the research?
6. Are the program objectives specific and measurable?
7. Does the program clearly describe what the PR activity will be and how it will benefit
the company?
8. Does the program describe how its results will be measured?
9. Do the research, objectives, activities, and evaluations tie together?
10. Has the PR department communicated with marketing throughout the development of
the program?
Textbook
Page 577 – 578 / Figure 17 - 3
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Determining Public Relations Audiences
The target audience for public relations activities can be broken into two main categories,
internal audiences and external audiences.
Textbook
Pages 578 - 580
Stockholders and Investors
Community Members
Suppliers & Customers
Employees
Internal or Associated
Financial Groups
Educators
Civic & Business Organizations
External or Independent
The Media
Governments
15. 15
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Implementing the PR Program
These are the various methods by which organizations keep in touch with target audiences:
Textbook
Pages 580 - 582
Press Releases
Community
Involvement
Press
Conferences
Exclusives
Interviews
The Internet
PR Tools
16. 16
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Advantages of Public Relations
This chart outlines the advantages of using public relations in the IMC program.
Textbook
Pages 582 - 583
Credibility
Lead Generation
Cost Savings
Avoidance of
Clutter
Image Building
Selectivity
PR Provides
17. These are the potential problems that may arise when using public relations in the IMC
program:
17
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Potential Problems of Public Relations
Textbook
Page 583
Potential
Problems
Potential for incomplete communication process
Receiver not making connection to the source
Lack of coordination with marketing dept.
Inconsistent, redundant communications
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Test Your Knowledge
Which of the following communications is most likely to have more credibility among its
receivers?
A. Vogue's layout introducing its latest models
B. Volvo's television ad promoting new standard safety features
C. Motor Trend's announcement of the "Car of the Year"
D. The CEO of Ford Motor Company appearing in its ads
E. The appearance of American Idol participants in Old Navy ads
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General Mills Capitalizes on Publicity
This visual shows an ad for General Mills cereals, and demonstrates how General Mills uses
publicity from a variety of sources to promote the importance of whole grain in a healthy
diet.
Textbook
Pages 582 / Exhibit 17 - 11
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Measuring PR Effectiveness
These are the questions that are answered by measuring the effectiveness of PR:
Textbook
Page 584
Contributions made?
What was achieved?
Quantitative measures?
Quality?
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Criteria for Measuring PR Effectiveness
This is a system for measuring the effectiveness of a public relations program that was
developed by Lotus HAL.
Textbook
Page 584 / Figure 17 - 4
22. 22
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Additional Measures of PR Effectiveness
These are some additional ways to evaluate the effectiveness of a PR campaign:
• Walter Lindenmann recommendations
• Did the audience receive the message?
• Did they pay attention to them?
• Were the messages understood?
• Where the messages retained?
• Mark Weiner suggests
• Media content analysis
• Survey research
• Marketing-mix modeling
Textbook
Page 584
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Publicity vs. Public Relations
This is the definition of publicity:
Textbook
Pages 584 - 586
A short-term strategy
Publicity
The generation of news about a person, product, or service that appears in
the media
A subset of public relations
Not always positive
Often originates outside the firm
24. 24
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A Response to Negative Publicity
This visual shows an ad that was used by Tree Top to respond to negative publicity the
company received from the media regarding the safety of its apple juice.
Textbook
Pages 586 – 587 / Exhibit 17 - 13
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Pros and Cons of Publicity
These are the advantages and disadvantages of publicity:
Textbook
Pages 587 - 589
Substantial credibility
News value
Significant word-of-mouth
Perception of media endorsement
Advantages
Inaccuracy, omission, or distortion
may result
Timing difficult or impossible to control
Disadvantages
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Corporate Advertising
These are the various characteristics of corporate advertising:
Textbook
Page 589
Does not promote a specific product or service
Image enhancement
Assuming a position on an
issue or cause
Seeks involvement
An extension of the PR function
Promotes the organization
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Why is Corporate Advertising Controversial?
There are number of reasons why corporate advertising is considered controversial:
Textbook
Page 589 - 590
Opponents to Corporate
Advertising
Consumers aren’t interested in this
form of advertising
This is a costly form of corporate self-
indulgence
The firm must be
in trouble
Corporate advertising is
a waste of money
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Objectives of Corporate Advertising
These are the various objectives of corporate advertising:
Textbook
Page 590
Create a positive image for
the firm
Smooth labor relations
Communicate the
organization’s viewpoint
Boost employee morale
Establish diversified
company identity
Help newly deregulated
industries
Objectives
29. 29
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Types of Corporate Advertising
These are the various types of corporate advertising with special attention toward image
advertising:
Textbook
Page 590 - 596
Positioning Ads
Sponsorships
Recruitment
General Image Ads
Financial Support
Image Advertising
Event Sponsorship
Advocacy Advertising
Cause-related Advertising
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Employee Recruitment by Grant Thornton
This visual shows an example of a recruitment advertisement used by Grant Thornton
designed to attract new employees.
Textbook
Page 591 / Exhibit 17 - 16
31. 31
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Event Sponsorship
These are the various types of activities sponsored by corporations.
Textbook
Page 592 / Figure 17 - 8
Sporting Events Music, Entertainment
Causes Festivals
Cultural Events Arts
Corporate Sponsor
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Test Your Knowledge
Why would World Wrestling Entertainment (WWE) sponsor a car on the NASCAR racing
circuit?
A. To build equity and gain affinity with its target market
B. To show its position on sports marketing
C. To create a generic positioning strategy
D. To further segment its target market
E. To reduce its overall promotional expenses
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Advocacy Advertising
This is the definition of another form of corporate advertising, known as advocacy
advertising:
Textbook
Page 593
Propagating ideas and
elucidating controversial social issues of public
importance in a manner that supports the interests of
the sponsor
35. 35
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Cause Related Marketing
This is the definition of cause-related advertising:
Textbook
Pages 595 - 596
A form of marketing whereby companies link
with charities or nonprofit organizations
as contributing sponsors
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Pros and Cons of Corporate Advertising
These are the advantages and disadvantages of corporate advertising.
Textbook
Pages 596 - 597
Raises questions of constitutionality
and ethics
May have questionable
effectiveness
Excellent vehicle for positioning the
firm
Takes advantage of benefits derived
from public relations
Reaches a selected target market
Advantages Disadvantages
38. 38
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Measuring Corporate Ad Effectiveness
These are the various methods that can be used to evaluate the effectiveness of corporate
advertising.
Textbook
Page 597
Stock Prices
Attitude Surveys
Focus Group Research
Effective