2. Public Relations Defined
A management function
A management function
which
and
of
and
to
evaluates public attitudes
evaluates public attitudes
identifies the policies and procedures
identifies the policies and procedures
an organization with the public interest
an organization with the public interest
executes a program of action (and communication)
executes a program of action (and communication)
earn public understanding and acceptance
earn public understanding and acceptance
3. Public Relations Management Process
Determination and
Determination and
evaluation of public
evaluation of public
attitudes
attitudes
PR
PR
Identification of policies
Identification of policies
and procedures
and procedures
Development and
Development and
execution of the
execution of the
program
program
5. Integration of PR into the Promotional Mix
Separate Functions
Marketing
Department
Public
Relations
Coordinated and Equal
Marketing
Department
Public
Relations
Integrated
Marketing
Department
Public
Relations
6. Marketing Public Relations Functions
Building market excitement before media ads break
Improving ROI
Creating news where there is no news
Introducing a product with little or no advertising
Providing a value-added customer service
Building brand-to-customer bonds
Influencing influentials, giving info to opinion leaders
Defending products at risk, giving consumers reasons to buy
8. Benefits of MPR
Advantages
A cost-effective way to
reach the market
Breaks though the clutter
Highly targeted way to
conduct public relations
Circumvents resistance to
sales efforts
Endorsements by
independent third parties
Improved media
involvement w/customers
Achievement of credibility
Creates influence among
opinion leaders
Makes advertising
messages more credible
Improved ROI
9. Benefits of MPR
Disadvantages
Lack of control over media
Difficult to tie in slogans or
other advertising devices
Media time and space aren’t
guaranteed
No standards for effective
measurement
10. The Process of Public Relations
Determining and Evaluating Public Attitudes
Determining and Evaluating Public Attitudes
Establishing a PR Plan
Establishing a PR Plan
Developing and Executing a PR Program
Developing and Executing a PR Program
Measuring Program Effectiveness
Measuring Program Effectiveness
11. Research on Public Attitudes
Provides input for
Provides input for
the planning process
the planning process
Serves as an “early
Serves as an “early
warning system”
warning system”
Increases
Increases
communications
communications
effectiveness
effectiveness
Secures internal
Secures internal
cooperation, support
cooperation, support
12. Determining Public Relations Audiences
Internal or
Internal or
Associated
Associated
External or
External or
Independent
Independent
Stockholders and
Investors
Educators
Customers and
Clients
Governments
Employees
Financial Groups
Community
Members
Civic and Business
Organizations
Vendors and
Suppliers
The Media
13. Communicating With Target Audiences
Internal or
Internal or
Associated
Associated
External or
External or
Independent
Independent
Newsletters
Public relations ads
Bulletin boards
Press releases
Direct mail
Conferences
Annual reports
Research reports
15. Implementing the PR Program
Press
Press
Releases
Releases
Press
Press
Conferences
Conferences
Interviews
Interviews
PR Tools
PR Tools
The
The
Internet
Internet
Exclusives
Exclusives
Community
Community
Involvement
Involvement
16. Special Olympics Torch Run
*Click outside of the video screen to advance to the next slide
17. The Internet as a PR Tool
The Internet…
Allows information to be presented quickly
Provides the media with instant access
to additional sources of information
Allows much more substantial information
to be presented
18. Advantages of Public Relations
Credibility
Credibility
Image
Image
Building
Building
Cost
Cost
Savings
Savings
PR
PR
Provides
Provides
Avoidance
Avoidance
of Clutter
of Clutter
Selectivity
Selectivity
Lead
Lead
Generation
Generation
19. Potential Problems of Public Relations
Potential for incomplete
communication process
Potential
Potential
Problems
Problems
Receiver not making
connection to the source
Lack of coordination with
marketing dept.
Inconsistent, redundant
communications
20. 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 the participants in
American Idol in Old Navy ads
23. Criteria for Measuring PR Effectiveness
Ratio of positive to negative articles
Number of impressions . . .
Over time
On the target audience
On specific target audiences
Percentage of . .
Positive articles over time
Negative articles over time
Percentage of
positive and
negative articles
by . . .
Subject
Publication
Reporter
Target
audience
24. Additional Measures of PR Effectiveness
Personal observation and reaction
Matching objectives and results
The team approach
Management by objectives
Public opinions and surveys
Audits
25. Publicity versus Public Relations
Publicity:
The generation of news about a person,
product, or service that appears in the media
A short-term strategy
A subset of public relations
Not always positive
Often originates outside the firm
27. Pros and Cons of Publicity
Advantages
Disadvantages
Substantial credibility
Timing difficult or
impossible to control
News value
Inaccuracy, omission,
or distortion may
result
Significant word-ofmouth
Perception of
endorsement by
media
28. Corporate Advertising
An extension of the PR
An extension of the PR
function
function
Does not promote a specific
Does not promote a specific
product or service
product or service
Promotes the organization
Promotes the organization
Image
enhancement
Assuming a
position on an
issue or cause
Seeks
involvement
29. Why is Corporate Advertising Controversial?
Consumers aren’t
interested in this form of
advertising
Claims of
Claims of
Opponents to
Opponents to
Corporate
Corporate
Advertising
Advertising
Corporate advertising is
a waste of money
The firm’s finances or
image must be in trouble
This is a costly form of
corporate self-indulgence
30. Objectives of Corporate Advertising
Establish
Establish
diversified
diversified
company
company
identity
identity
Create a positive
Create a positive
image for the
image for the
firm
firm
Communicate
Communicate
the
the
organization’s
organization’s
viewpoint
viewpoint
Objectives
Objectives
Help newly
Help newly
deregulated
deregulated
industries
industries
Boost
Boost
employee
employee
morale
morale
Smooth labor
Smooth labor
relations
relations
31. Types of Corporate Advertising
Image
Image
Advertising
Advertising
General Image Ads
General Image Ads
Positioning Ads
Positioning Ads
Event
Event
Sponsorship
Sponsorship
Sponsorship
Sponsorship
Recruitment
Recruitment
Advocacy
Advocacy
Advertising
Advertising
Cause-related
Cause-related
Advertising
Advertising
Financial Support
Financial Support
32. Boeing Advertises to Enhance Its Image
*Click outside of the video screen to advance to the next slide
34. Event Sponsorship
Corporate Sponsor
Corporate Sponsor
Sporting
Sporting
Events
Events
Causes
Causes
Cultural Events
Cultural Events
Music,
Music,
Entertainme
Entertainme
nt
nt
Festivals
Festivals
Arts
Arts
35. Advocacy Advertising
Advocacy advertising:
The propagation of ideas and
elucidation of controversial social
issues of public importance in a
manner that supports the interests
of the sponsor.
37. Cause Related Marketing
Cause related marketing:
A form of marketing whereby
companies link with charities or
nonprofit organizations as
contributing sponsors.
38. Pros and Cons of Corporate Advertising
Advantages
Disadvantages
Excellent vehicle for
positioning the firm
May have
questionable
effectiveness
Takes advantage of
benefits derived from
public relations
Raises questions of
constitutionality and
ethics
Reaches a selected
target market
39. Measuring Corporate Ad Effectiveness
Attitude Surveys
Attitude Surveys
Effective?
Effective?
Relating to Stock Prices
Relating to Stock Prices
Focus Group Research
Focus Group Research
Notes de l'éditeur
Relation to text
This slide relates to material on p. 559 of the text.
Summary Overview
Public relations can be defined as a management function which evaluates public attitudes, identifies the policies and procedures for an organization with public interest, and executes a program of action to earn public understanding and acceptance.
Use of this slide
This slide can be used to introduce public relations as an IMC tool.
Relation to text
This slide relates to material on p. 559 of the text.
Summary Overview
This slide shows the three steps of the public relations management process, which are:
Determination and evaluation of public attitudes
Identification of policies and procedures
Development and execution of the program
The process begins with an understanding of current attitudes and then management develops and executes plans that bring about public understanding and acceptance.
Use of this slide
This slide can be used to discuss the public relations management process.
Relation to text
This slide relates to material on pp. 560-561 of the text.
Summary Overview
This slide shows the traditional view of public relations. That is, PR is viewed as a non-marketing function, whose primary responsibility is to maintain mutually beneficial relationships between the organization and its publics.
The publics consist of:
Customers or potential customers
Employees
Investors
Neighbors
Special-interest groups
Suppliers, and so on.
From a traditional perspective, public relations and marketing are separate departments. As public relations moves toward a new role, it will be viewed as a strong department that works closely with marketing, blending their talents to provide the best overall image of the firm and its products or services.
Use of this slide
This slide can be used to discuss the traditional and emerging roles of public relations.
Relation to text
This slide relates to material on p. 561 of the text.
Summary Overview
This slide shows the integration of public relations into the IMC process. Three alternative organizational designs are presented, including:
Either marketing or public relations is the dominant function
Marketing and public relations are equal but separate functions
Marketing and public relations perform the same roles
Use of this slide
This slide can be used to introduce alternative ways to integrate public relations into the IMC process.
Relation to text
This slide relates to material on pp. 561-563 of the text.
Summary Overview
Public relations activities designed to support marketing objectives are marketing public relations (MPR) functions. Marketing objectives that may be helped by MPR include:
Building marketplace excitement before media advertising breaks
Improving ROI
Creating advertising news where there is no product news
Providing a value-added customer service
Building brand-to-consumer bonds
Influencing the influentials by providing information to opinion leaders
Defending a product at risk and giving customers a reason to buy
Use of this slide
This slide can be used to show the various ways MPR can help an organization achieve its marketing objectives and add value to the overall IMC program.
Relation to textThis slide relates to page 561-563 and Figure 17-1.
Summary OverviewThe Pillsbury Bake-Off has led to strong brand loyalty among Pillsbury customers, who compete by submitting baked goods. The
contest has taken place annually since 1949, and the winner now receives a $1 million prize. The winning recipes are posted on the Pillsbury Web site. This is a great example of building a brand-to-customer bond. Other examples include Orkin Pest Control, Syngenta Professional Products, Meriwest Credit Union, Mitsubishi, and Hall & Oates.
Use of this slideUse this slide to present a real-world example of marketing public relations at work, specifically, building a brand-to-customer bond.
Relation to text
This slide relates to material on pp. 563-564 of the text.
Summary Overview
The slide outlines the advantages of using marketing public relations. The advantages include:
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 through the clutter
Circumvents resistance to sales efforts
Use of this slide
This slide can be used to discuss the advantages of MPR.
Relation to text
This slide relates to material on pp. 563-564 of the text.
Summary Overview
The slide outlines the disadvantages of using MPR, which include:
Lack of control over media
Difficult to tie in slogans or other advertising devices
Media time and space are not guaranteed
No standards for effective measurement
Use of this slide
This slide can be used to discuss the disadvantages of marketing public relations. One of the major threats is that MPRs may lead to public relations becoming subservient to marketing. However, if done properly and used in conjunction with other traditional public relations practices, as well as IMC elements, MPR can continue to be used effectively.
Relation to text
This slide relates to material on pp. 564-573 of the text.
Summary Overview
This slide outlines the various activities of the public relations process, which includes:
Determining and evaluating public attitudes
Establishing the PR plan
Developing and executing a PR program
Measuring program effectiveness
Use of this slide
This slide introduces the public relation process. More information on the activities at each step of the process will follow.
Relation to text
This slide relates to material on p. 564-565 of the text.
Summary Overview
This slide shows some of the reasons why companies regularly survey public attitudes. Such research:
Provides input for the planning process
Serves as an early warning system
Secures internal cooperation, support
Increases communications effectiveness
Companies are concerned with public attitudes because they can affect sales of the products and negative attitudes can also affect employee morale.
Use of this slide
This slide can be used to discuss some of the reasons companies survey public attitudes.
Relation to text
This slide relates to material on pp. 548-550 of the text.
Summary Overview
The targets of public relations efforts can vary, with different objectives for each. As this slide shows, the target audience for public relations activities can be broken into two main categories, internal audiences and external audiences.
Internal audiences are those groups closely associated with the company, such as:
Stockholders and investors
Employees of the firm
Vendors and suppliers
Customers and clients
External or independent audiences are those groups not closely connected to the company, including:
Community members
The media
Educators
Civic and business organizations
Governments
Financial groups
Use of this slide
This slide can be used to discuss the various types of groups and organizations toward which public relations activities may be targeted.
Relation to textThis slide relates to pp. 566-569 of the text.
Summary OverviewIt may be necessary to communicate with relevant target audiences on an ongoing basis, and for a variety of reasons, ranging from ensuring goodwill to introducing new policies, procedures, or even products. This slide shows commonly used communication vehicles.
Use of this slideThis slide can be used to discuss the methods by which organizations keep in touch with target audiences.
Relation to text
This slide relates to the material on p. 567-568 of the text.
Summary Overview
This slide shows a public relations piece distributed by a San Diego TV station that describes a variety of ways the station contributes to the community.
Use of this slide
This slide can be used to discuss why the media are concerned about how the community perceives them.
Relation to text
This slide relates to material on pp. 551-553 of the text.
Summary Overview
Once research has been conducted and the target audiences identified, the public relations program must be developed and delivered to the receivers. This slide shows the tools available for this purpose, which include:
Press releases – one of the more important publics is the press; information must be factual, true, and of interest to the medium and its audience
Press conferences – must be of major interest to a specific group before it is likely to gain coverage
Exclusives – offer one particular medium exclusive rights to a story
Community involvement – memberships or participation in local organizations
The Internet – can be used to disseminate information
Interview – typically done with a spokesperson for the firm
The specific mode of distribution is determined by the nature of the story and the interest of the media and its publics. Other methods of distribution not mentioned are photo kits, bylined articles, speeches, and trade shows.
Use of this slide
This slide can be used to discuss the various public relations tools that are available to companies.
Relation to text
This slide relates to the material on p. 570, which discusses community involvement as part of the public relations process.
Summary Overview
This slide contains a commercial for television station KASA Fox 2, and is an example of the media engaging in public relations activities. This spot asks the public to buy a T-shirt for the law enforcement torch run, which supports the Special Olympics. Television stations are an important part of local communities and use spots like this to demonstrate their community involvement.
Use of this slide
This commercial can be used to demonstrate how local media such as television stations demonstrate their community involvement.
Relation to text
This slide relates to material on pp. 570-571 of the text.
Summary Overview
This slide shows the primary differences between public relations activities conducted in traditional media and those conducted on the Internet. These differences are:
The Internet allows information to be presented quickly
The Internet offers the opportunity to build internal links that provide the media with instant access to additional sources of information on the issue. And get what they need.
The Internet offers the ability to provide much more substantial information.
Use of this slide
This slide can be used to discuss how the Internet has become a means by which companies and organizations disseminate public relations information.
Relation to text
This slide relates to material on pp. 571-572 of the text.
Summary Overview
This slide outlines the advantages of using public relations in the IMC program, which are:
Credibility – not seen as being sponsored by the organization which enhances perceptions of credibility
Cost savings – do not have to pay for media time or space
Avoidance of clutter – generally news items not cluttered by other ads
Lead generation – certain announcements can lead to inquiries
Selectivity – can reach specific groups
Image building – can develop a positive image for the company
Use of this slide
This slide can be used to discuss the advantages of using public relations.
Relation to text
This slide relates to material on p. 572 of the text.
Summary Overview
This slide outlines the potential problems that may arise when using public relations in the IMC program. They are:
The potential for not completing the communication process
The receiver of the message may not make the connection to the source
Mismanagement
A lack of coordination with the marketing department, which can result in inconsistent communications, redundancies in efforts, and so on.
Use of this slide
This slide can be used to discuss the potential pitfalls associated with using public relations.
Ans: C
Relation to text
This slide relates to the material on p. 571 and Exhibit 17-14.
Summary Overview
Companies often mention favorable reviews or awards their products or service have received from the media in their advertisements. This slide 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.
Use of this slide
This slide can be used to show how favorable news about a product or service can be used as the basis for an advertisement.
Relation to textThis slide relates to p. 573 of the text.
Summary OverviewAs with the other promotional program elements, it is important to evaluate the effectiveness of public relations efforts. Such an evaluation will help you:
Determine the contribution PR made toward attaining communications objectives.
Identify what has been achieved through public relations activities.
Provide management with a way to measure public relations achievements quantitatively.
Give management a way to judge the quality of public relations achievements and activities.
Use of this slideUse this slide to explain why it is important to measure the effectiveness of PR efforts.
Relation to text
This slide relates to material on pp. 573-574 and Figure 17-3 of the text.
Summary Overview
As with the other promotional program elements, it is important to evaluate the success of the public relations efforts. This slide outlines a system for measuring the effectiveness of a public relations program that was developed by Lotus HAL.
Total number of impressions…
Over time
On the target audience
On specific target audiences
Percentage of…
Positive articles over time
Negative articles over time
Ratio of positive to negative articles
Percentage of positive and negative articles by subject, publication, reporter, and/or target audience
Use of this slide
This slide can be used to discuss the importance of, and criteria for, measuring PR effectiveness.
Relation to textThis slide relates to pp. 573-574 of the text.
Summary OverviewThis slide presents some additional ways to evaluate the effectiveness of a PR campaign:
Personal observation and reaction one’s superiors should occur at all levels of the organization.
Matching objectives and results. Specific objectives designed to attain the overall communications objectives should be related to
actions, activities, or media coverage.
The team approach, whereby evaluators are actually involved in the campaign.
Management by objectives. Executives and their managers act together to identify goals to be attained and the responsibilities of the
managers. These goals are then used as a standard to measure accomplishments.
Public opinion and surveys.
Audits. Both internal and external audits may be used. Internal audits involve evaluations by superiors or peers within the firm to determine the performance of the employee and the program. External audits are conducted by consultants, the client, or other parties outside the organization.
Use of this slideUse this slide to explain other methods for evaluating the effectiveness of a PR campaign.
Relation to text
This slide relates to material on p. 574 of the text.
Summary Overview
Publicity and public relations are not the same thing. Public relations is a long-term strategy; publicity is a short-term strategy. Public relations is designed to provide positive information, and is usually controlled by the firm. Publicity is not always positive, and often originates from sources outside the firm.
Use of this slide
This slide can be used to explain the differences between publicity and public relations.
Relation to text
This slide relates to the material on pp. 575-577 and Exhibit 17-19 of the text.
Summary Overview
Marketers sometimes have to run ads to address negative publicity about their company and/or its products and policies.
This slide 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. The company’s problems began when major news media reported that the chemical Alar, which is used to regulate the growth of apples, might cause cancer in children. A few special interest groups were able to generate adverse publicity regarding the potential dangers of Alar. Tree Top responded with this ad, which was designed to inform that Alar was not used in its products and that they were safe for children.
Use of this slide
This ad shows an example of how a company responds to negative publicity about its products.
Relation to text
This slide relates to material on pp. 577 of the text.
Summary Overview
This slide summarizes the advantages and disadvantages of publicity, which are:
Advantages
Substantial credibility
News value
Significant word-of-mouth
Perception of endorsement by media
Disadvantages
Timing may be difficult or impossible to control
Inaccuracy, omission, or distortion may result
Because of the many advantages of publicity, it can generate a vast amount of influence on consumers. However, marketers cannot control the dissemination of publicity and some inaccuracies or distortions may occur.
Use of this slide
This slide can be used to discuss the advantages and disadvantages of publicity.
Relation to text
This slide relates to material on pp. 577-579 of the text.
Summary Overview
Corporate advertising has been growing as more companies are running ads to create a positive image or communicate their views on social, environmental, and/or business issues. Approximately seven percent of all advertising spent is for corporate advertising.
This slide shows the various characteristics of corporate advertising. These characteristics of corporate advertising include the following:
Corporate advertising is an extension of the PR function
It does not promote a specific product or service
It promotes the organization to achieve the following:
Image enhancement
Assuming a position on an issue or cause
Seeks involvement
Use of this slide
This slide can be used to introduce the characteristics of corporate advertising.
Relation to text
This slide relates to material on pp. 577-579 of the text.
Summary Overview
This slide offers a number of reasons why corporate advertising is considered controversial. Opponents of corporate advertising claim that:
Consumers are not interested in this form of advertising
The ads may be seen as an indication that the firm must be in trouble
This is a costly form of corporate self-indulgence
Corporate advertising is a waste of money
Despite these criticisms, corporate advertising has been increasing in use.
Use of this slide
This slide can be used to discuss some of the reasons that corporate advertising is considered to be controversial.
Relation to text
This slide relates to material on p. 579 of the text.
Summary Overview
This slide shows the various objectives of corporate advertising, which are:
Create a positive image for the firm
Communicate the organization’s viewpoint
Boost employee morale
Smooth labor relations
Help newly deregulated industries
Establish diversified company’s identity
As these objectives indicate, corporate advertising is targeted at both internal and external audiences and involves the promotion of the organization as well as its ideas.
Use of this slide
This slide can be used to discuss the various objectives of corporate advertising.
Relation to text
This slide relates to material on pp. 579-585 of the text.
Summary Overview
This slide shows the various types of corporate advertising with special attention toward image advertising. Later slides will discuss the other types in more detail. The types of corporate advertising are:
Image Advertising – advertising that is designed to create goodwill, creating a position for the company and generating resources, both human and financial. Types of image ads include:
General image or positioning ads – create or change an image of the firm in the public mind
Sponsorship – providing support for TV programs or special programming
Recruitment – create an image of the firm to help recruit new employees
Financial support – help generate investments in the corporation
Event sponsorship
Advocacy advertising
Cause-related advertising
A positive corporate image cannot be created with ads alone. Quality products and services, innovation, sound financial practices, and good corporate citizenship are other factors that contribute to overall image.
Use of this slide
This slide can be used to discuss the various types of corporate advertising available to the advertiser with a focus on image advertising.
Relation to text
This slide relates to material on pp. 579-580 that discusses corporate image advertising.
Summary Overview
The slide shows a commercial from the global image campaign for Boeing. While Boeing is well known as the world’s leading manufacturer of commercial jets, a four-year series of acquisitions transformed the company into a major force in markets for military aircraft, rockets, satellites, and broad band communications to the mobile traveler. Boeing is trying to set the stage for its future as more than a commercial airplane manufacturer with a global image and branding campaign that uses the tagline: “Boeing Forever New Frontiers.”
A goal of this campaign is to leverage Boeing’s strong brand image with customers and aviation, business and government influentials. Thus, the TV spots are being aired during business-oriented programs on network and cable. Another goal of the campaign is as to create excitement among the company’s employees regarding the future of the company.
Use of this slide
The commercial shown in this slide is a very good example of corporate image advertising.
Relation to text
This slide relates to the material on pp. 579-580, which discusses types of corporate advertising.
Summary Overview
Recruitment advertising is one of the types of corporate advertising done by companies. Companies with well known products and corporate images often will use them in their recruitment ads to attract the interest of potential employees.
This slide shows an example of a recruitment advertisement used by Grant Thornton designed to attract new employees. If you have a passion for accounting and want to work with others who share that passion, you might be interested in the Grant Thornton accounting firm.
Use of this slide
This slide can be used as an example of recruitment advertising done by a major company.
Relation to text
This slide relates to material on pp. 565-567 of the text.
Summary Overview
Another form of corporate advertising is event sponsorship. This slide shows the various types of activities sponsored by corporations. These corporate sponsored activities include:
Sporting events
Music and entertainment
Causes
Festivals
Cultural events
The arts
Many corporations are attracted to event sponsorships because it gets their company and/or product names in front of consumers. Additionally, IMC programs can be built around them and promotional tie-ins can be made to local, regional, or national markets. By choosing the right events for sponsorship, companies can get visibility among their target market and enhance the image of the company.
Use of this slide
This slide can be used to discuss the various types of activities that can be corporate sponsored events.
Relation to text
This slide relates to material on p. 584 of the text.
Summary Overview
This slide shows another form of corporate advertising known as advocacy advertising. Advocacy advertising is the propagation of ideas and elucidation of controversial social issues of public importance in a manner that supports the interests of the sponsor. While still portraying an image for the company or organization, advocacy advertising adopts a position on a particular issue rather than promoting the organization itself.
Advocacy advertising has been criticized by a number of sources. Critics argue that companies with large advertising budgets purchase too much ad space and that advocacy ads may be misleading.
Use of this slide
This slide can be used to discuss advocacy advertising.
Relation to text
This slide relates to the material on p. 584 and Exhibit 17-24 of the text.
Summary Overview
Advocacy advertising is used by a variety of organizations and companies to communicate their position on a particular issue.
This slide shows an example of an advocacy ad by the American Gas Association that addresses natural gas as environmentally sound, abundant, and “the future.” Organizations such as the American Gas Association often use advertising to communicate their position on a controversial issue or one that they feel is of importance to the public.
Use of this slide
This slide can be used to provide an example of how an organization uses advocacy advertising.
Relation to text
This slide relates to material on pp. 584-585 of the text.
Summary Overview
Another form of corporate advertising is cause- related marketing which is a form of marketing whereby companies link with charities or nonprofit organizations as contributing sponsors. Cause-related marketing could take on different forms such as making outright donations to a nonprofit cause, donating a percentage of the sales of a product or service to a cause, have company employees volunteer for the cause, donating materials or supplies, running public service announcements, or providing event refreshments.
This is an increasingly popular method of image building as association with a cause may be a way to differentiate one brand or store from another, increase consumer acceptance of price increases, and generate favorable publicity.
Use of this slide
This slide can be used to discuss cause-related marketing.
Relation to text
This slide relates to material on p. 586 of the text.
Summary Overview
This slide summarizes the advantages and disadvantages of corporate advertising. These are as follows:
Advantages
Excellent vehicle for positioning the firm and establishing an image or position
Takes advantage of benefits derived from public relations
Reaches a selected target market
Disadvantages
May have questionable effectiveness – no evidence it actually works
Raises questions of constitutionality and ethics – larger firms can control public opinion
The many advantages are reasons why this type of advertising has increased in popularity. Although a number of valid points have been offered against corporate advertising, its use is likely to continue.
Use of this slide
This slide can be used to discuss the advantages and disadvantages of corporate advertising.
Relation to text
This slide relates to material on pp. 569-570 of the text.
Summary Overview
This slide shows the various methods that can be used to evaluate the effectiveness of corporate advertising which include:
Attitude surveys
Relating to stock prices
Focus group research
Use of this slide
This slide can be used to discuss evaluating the effectiveness of corporate advertising. While the effectiveness of corporate advertising has been measured by some of these methods, it is not necessarily done on a regular basis like product specific advertising measurements.
