TWO DISCUSSION PLEASE LABEL THE DISCUSSION

BUS 317-Advertising Week Five Arens|Schaefer|Weigold © 2015 by McGraw -Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Readings Chap 14 : Media Planning and Buying Chap 15 : IMC, Direct Marketing, Personal Selling, Packaging, and Sales Promotion Chap 16 : IMC: Public Relations, Sponsorship, and Corporate Advertising 2 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Learning Objectives • Explain the role of the media in effective advertising • Explain the factors that must be considered in designing packaging • Assess guidelines for planning and evaluating an advertising campaign 3 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Media Planning • Directing advertising messages to the right people in the right place at the right time • Considerations for the media planner – Place of advertising – Media vehicles – Time, period, and frequency for advertising – Opportunities for integrating advertising with other communication tools 4 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

Challenges in Media Planning • Increasing media options – Difficult to reach a larger audience through a single medium because : • TV is fragmented • Specialized magazines target specific population • The web, social media, and other nontraditional media provide new options to choose from 5 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

Challenges in Media Planning • Difficulties in finding prospects for advertising – Readers and viewers are scattered across new media options – Audiences are selectively and partially consuming media – Consumer ’s are spending more time with less traditional media • Increasing costs due to the restriction by media on the number of ads sold – Number of messages to be communicated have outstripped the ability of consumers to process them 6 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

Challenges in Media Planning • Increasing complexity in media buying and selling – Development of value added programs that provide extra benefits for additional sales • Increasing competition – Independent media buying services and ad agencies compete over media buys 7 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Media Planning Framework • Review the marketing and advertising objectives and strategies • Set relevant, measurable objectives that are realistic and achievable • Devise a strategy for achieving the objectives • Develop the specific tactical details of media selection and scheduling 8 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Defining Media Objectives • Media objectives translate the advertising strategy into goals • Components – Audience objectives :Definitions of the specific types of people the advertiser wants to reach • Media vehicles : Particular media programs or publications – Distribution objectives : Where, when, and how advertising should appear 9 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Audience Size and Message Weight •Statistical measure of a print medium’s audience • Includes subscription and vendor sales and primary and secondary readership Circulation •Variable used to determine the total reach of a given print medium • Multiplied by the number of vendor and subscription sales to determine total audience size Readers per copy (RPC) 10 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Audience Size and Message Weight •Number of people who read a magazine without buying it Pass -along rate • Total size of the audience for a set of ads or an entire campaign Message weight •Possible exposure of the advertising message to one audience member • Known as opportunity to see (OTS) Advertising impression 11 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Audience Size and Message Weight •Total of all the audiences delivered by a media plan Gross impressions •Percentage of homes or individuals exposed to an advertising medium Rating •Households with TV sets Television households or TVHH •Total audience delivery or weight of a media schedule • One rating point equals 1 percent of a particular market’s population Gross rating points (GRPs) 12 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Reach, Frequency, and Continuity •Total number of different people or households exposed to an advertising schedule during a given time Reach •Number of times the same person or household is exposed to a vehicle in a specified time span Frequency •Duration of an advertising message or campaign over a given period of time Continuity 13 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Optimizing Reach, Frequency, and Continuity • Effective reach :Describes the quality of exposure – Measures the number or percentage of the audience who receive enough exposures for the message to truly be received • Effective frequency : Average number of times a person must see or hear a message before it becomes effective 14 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Optimizing Reach, Frequency, and Continuity • Wearout : Point at which an advertising message starts to irritate consumers • Advertising response curve :Graphical representation of the relationship between advertising levels and sales results 15 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Factors in the Media Strategy •Various targets of a media planner Markets •How much to budget and where to allocate it Money •Communications vehicles available to a marketer Media •Dealing creatively with the available advertising media options Mechanics •Overall strategy of selecting and scheduling media vehicles Methodology 16 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Exhibit 14.12 - Media Selection :

Quick List of Advantages 17 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Criteria for Selecting Individual Media Vehicles • Overall campaign objectives and strategy • Characteristics of media audiences • Exposure, attention, and motivation value of media vehicles – E xposure value :Value of a medium determined by how well it exposes an ad to the target audience 18 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Criteria for Selecting Individual Media Vehicles – Attention value :Determined by the degree of attention paid to ads in particular media by those exposed to them – Motivation value : Determined by the medium’s ability to motivate people to act 19 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Criteria for Selecting Individual Media Vehicles • Cost-efficiency of media vehicles – Cost -efficiency : Cost of reaching the target audience through a particular medium as opposed to the cost of reaching the medium’s total circulation – Cost per thousand (CPM ): Cost of reaching 1,000 people in a medium’s audience – Target CPM (TCPM) :Cost per thousand to expose a message to the target audience 20 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Factors Affecting the Probability of Ad Exposure • Senses used to perceive messages • Quantity and type of attention required by the vehicle • Vehicle's role -Information source or a diversion • Vehicle's focus - General or specialized audience • Intrusiveness of the ad in the vehicle 21 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Factors that Increase Attention Value • Audience involvement with editorial content or program material • Specialization of audience interest or identification • Number of competitive advertisers • Audience familiarity with the advertiser ’s campaign • Quality of advertising reproduction • Timeliness of advertising exposure 22 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Stating the Media Strategy • Important as it is difficult for client and agency management to analyze the logic and consistency of the recommended media schedule • Cost per point (CPP ) : Helps determine which broadcast programs are the most efficient in relation to the target audience 23 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Synergy of Mixed Media • Mixed -media approach : Using a combination of advertising media vehicles in a single advertising campaign • Synergy : Achieved when the sum of the parts is greater than that expected from simply adding together the individual components 24 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Reasons for Using Mixed Media • To reach people who are unavailable through only one medium • To provide repeat exposure in a less expensive secondary medium • To use the intrinsic value of an additional medium • To deliver coupons in print media • To produce synergy 25 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Methods for Scheduling Media •Advertising runs steadily with little variation Continuous schedule •Periods of advertising are alternated with periods of no advertising at all Flighting •Mixing continuity and flighting strategies Pulsing 26 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Methods for Scheduling Media •Promoting high -ticket items that require careful consideration Bursting • Buying simultaneous airtime on all four television networks Roadblocking •Advertiser floods the airwaves for one day on cable and network channels to make it impossible to miss the ads Blinking 27 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Media Buyer • Responsible for negotiating and contracting the purchase of ad space and time in various media – Selection of medium for advertising • Software programs -Help save time, resulting in increased productivity and efficiency 28 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Key Skills of Media Buyer • Knowing the marketplace • Negotiating the buy • Monitoring performance 29 © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Direct Marketing Companies build their own database of customers and communicate with them directly through ads and catalogs © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Key Characteristics of Direct Marketing • Interactive • Interaction can take place at any location • Possibility of the ongoing mutually beneficial relationships • Use of one or more advertising media © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Key Characteristics of Direct Marketing • Addressability – Database marketing :Tracking and analyzing the purchasing patterns of specific customers in a computer database and targeting advertising to their needs • Inform, create awareness , and spur immediate purchase behavior • Distinguished from mass advertising in measurability, accountability, efficiency, and return on investment © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

Impact of Databases on Direct Marketing • Compile and analyze important customer information • Use of databases – Customer lifetime value :Total sales or profit value of a customer to a marketer over the course of that customer ’s lifetime – Loyalty (continuity ) programs : Reward customers with discounts and free products in return for frequent and continuous patronage © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Types of Direct Marketing Activities • Direct sales :Selling to customers directly , at home or at work – Direct selling :Face -to -face selling away from a fixed retail location – Telemarketing :Selling products and services by using the telephone to contact prospective customers © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Types of Direct Marketing Activities • Direct -response advertising : Asks the reader, listener, or viewer to provide feedback straight to the sender – Direct mail – Catalog sales – Direct-response print advertising – Direct -response broadcast advertising – Direct -response digital interactive media © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Personal Selling Advantages •Personal and persuasive • Facilitates instant feedback • Flexibility to adjust the presentation • Flexibility in time • Helps in distribution of new products • Good for high -priced items Disadvantages • Labor -intensive • Time -consuming • Poor reputation/perception • Requires sales executives with the right personality attributes © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Role of Personal Selling in IMC • Functions of salespeople – Information gathering – Information providing – Order fulfillment – Relationship building © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Trade Shows • Exhibitions where manufacturers, dealers, and buyers of get together for product demonstrations and discussions • Construction of trade-show booths and exhibits has become a major factor in sales promotion plans © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Product Packaging • Encompasses the physical appearance of the container • Includes the design, color, shape, labeling, and materials used • Ways in which it serves marketers – Protection – Preservation – Information – Promotion © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Product Packaging • Functions – Creates relationship with customers – Influences in-store shopping decisions – Sets the product apart from competitors – Informs customers of features and benefits • Design factors – Stand- out appeal – How it communicates verbally and nonverbally – Image and prestige desired © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Product Packaging • Environmental issues – Consumers expect green packaging – Recyclable tin-coated steel and aluminum packages have gained popularity • Government impact – Food and Drug Administration ( FDA) – Nutrition Labeling and Education Act © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Product Packaging • Reasons to change a package – Product alteration or improvement – Substitution in packaging materials – Competitive pressure – Environmental concerns – Changes in legislation – Need to increase brand recognition © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Sales Promotion • Direct inducement offering extra incentives all along the marketing route – To accelerate the movement of the product from the producer to the customer © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Positive Effects of Sales Promotion on Brand Volume • Adds value to brand • Maximizes sales • Helps build short-term market volume • Accelerates sales by motivating customers to try a new product or brand © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Negative Effects of Sales Promotion on Brand Value • Excessive sales promotion at the expense of advertising can reduce profitability • Emphasis on brand image and quality makes customers become deal -prone • Overemphasis on price destroys brand equity • High cost • Excessive efforts can lead to a price war © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Sales Promotion Strategies and Tactics • Push strategies :Help get products into the dealer pipeline and accelerate sales by offering inducements to dealers , retailers , and salespeople – Trade promotions :Aimed at wholesalers and retailers to induce product purchase , display , and consumer sales promotion – Trade advertising :Stimulates intermediaries to buy goods for resale to customers or for use in their businesses © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Using Consumer Promotions to Pull Brands Through Point -of-purchase (P-O -P) materials Coupons Electronic coupons and convenience cards Cents -off promotions, refunds, and rebates Premiums Sampling Combination offers Contests, sweepstakes, and games © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Public Relations (PR) • Focuses on the relationships and communications that individuals and organizations have with publics • Publics : Employees, customers, stockholders, competitors, suppliers, or the general population of customers • Goals • Improve public opinion and build goodwill • Establish and maintain a satisfactory reputation for the organization © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Difference between Advertising and PR • PR is not paid for like advertising • PR is more trusted because the message is edited and filtered by the media • Results in stronger credibility • PR is less precise • PR has less memorability © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Marketing Public Relations (MPR) • Use of public relations activities as a marketing tool • Advertising and MPR need to be closely coordinated in an IMC program • Ad agencies have PR departments or affiliate with public relations firms © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Public Relations Job • PR planning and research – Opinion sampling : Consumers provide feedback via interviews, toll -free phone lines, and focus groups – PR practitioner: • Analyzes the organization’s relationships with its publics • Evaluates people’s attitudes and opinions toward the organization © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Public Relations Job • Assesses how company policies and actions relate to different publics • Determines PR objectives and strategies • Develops and implements a mix of PR activities • Reputation management : Name of the long -term strategic process to manage the standing of the firm with various publics © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Publicity and Press Agentry • Publicity : Generation of news about a person, product, or service that appears in broadcast or print media – Offers a great return on money invested – Must be newsworthy to attract attention • Press agentry : Planning of activities and the staging of events to: – Attracts attention to new products – Generates publicity about the company © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Crisis Management • Company’s plan for handling news and public relations during crises • Stages of action – Identify the problem and take immediate corrective action – Actively cooperate with authorities in the investigation – Quickly rebuild the brand through strategy © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Community Involvement • Companies sponsor or participate in a local activity or supply a location for an event • Goal -Develop a dialogue between the company and the community © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Other Public Relations Activities •Responsible for soliciting money for a nonprofit organization or for a cause the company deems worthwhile Fundraising and membership drives •Communication materials for public relations people • Online newsroom :Web site that provides PR and investor information about companies Publications • Allows PR professionals to stay on top of any trends and deal with them before they become brand epidemics Social media © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Other Public Relations Activities •We b -based source of information about a company, its policies, products, or activities • Helps companies to facilitate relationships with their consumers or other publics Corporate blog •Rapidly growing field and very important Special- events management © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Public Relations Tools • News release : Printed or electronic sheet of information issued to print and broadcast outlets – To generate publicity or shed light on a subject of interest – Called a press release • Press (media) kit : Publicity materials that give information to the press at staged events such as press conferences or open houses © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Public Relations Tools • Photos of events, products in use, new equipment, or newly promoted executives • F eature articles : Soft news about companies , products, or services that is written by a PR person , the publication’s staff, or a third party © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Public Relations Tools • Printed materials – Brochures or pamphlets about the company or its products – Letters to customers – Inserts accompanying monthly statements – Annual report to stockholders – Other reports – House organ : Internal and external publications produced by business organizations © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Public Relations Tools • Posters, exhibits, and bulletin boards – Posters : Signs that impart product information or other news of interest to consumers – Exhibits : Displays that tell about an organization or its products – Bulletin boards : Internal means for making announcements • Intranet : Restricted- access computer network designed to meet the internal needs for sharing information © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Public Relations Tools • Audiovisual materials : Slides and videos used for training, sales, or public relations activities – Video news releases (VNRs) : News or feature story prepared in video form and offered free to TV station © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Sponsorships and Events • Sponsorship : Fee paid to an event or organization in return for access to the exploitable commercial potential associated with that event or organization • Fees are paid in cash or in kind • Fairs or exhibitions, festivals, and sports events © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Sponsorships • Cause marketing : Portion of the proceeds from certain for -profit products are donated to a nonprofit cause – Goal -To increase sales for the products while raising money and visibility for the cause • Not the same as philanthropy – Philanthropy : Support of a cause without any commercial incentive © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Benefits of Sponsorship • Offers a means of communicating with customers and prospects • Approved by public • Has the ability to involve customers, prospects, and other stakeholders • Highly self-selective audience • Enhances company image • Boosts company morale © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Drawbacks of Sponsorship • Expensive when an event is solely sponsored • Clutter in co -sponsored events • Tricky to evaluate the effectiveness of a particular sponsorship © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Types of Sponsorship • Sports marketing • Ambush marketing : Utilized by nonsponsors to capitalize on the popularity of an event or property • By giving the false impression that they are sponsors • Entertainment • Causes • Arts © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Types of Sponsorship • Festivals, fairs, and annual events • Associations and membership organizations • Venue marketing : Links a sponsor to a physical site such as a stadium, arena, auditorium, or racetrack © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Methods of Sponsorship • Buying into an existing event – As the sole sponsor – As one of many co -sponsors • Creating their own © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Measuring Sponsorship Results • Methods – Measuring changes in awareness or image through pre -and post- sponsorship research surveys – Measuring spending equivalencies between free media exposure and comparable advertising space or time – Measuring changes in sales revenue with a tracking device © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Pointers for Measuring the Value of Event Sponsorships • Have clear and measurable goals and narrowly defined objectives • Measure the goals against a benchmark • Do not change other marketing variables during the sponsorship • Incorporate an evaluation program • Establish a budget for measuring results © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Corporate Advertising • Broad area of nonproduct advertising aimed at enhancing a company’s image and increasing lagging awareness • Areas covered – Public relations advertising – Institutional advertising – Corporate identity advertising – Recruitment advertising © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Public Relations Advertising • Attempts to improve a company’s relationship with its publics • Companies place public relations ads in other media to:

– Promote the programs and their sponsorship – Enhance their community citizenship – Create public goodwill © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Institutional Advertising • Attempts to obtain a long -term favorable attention for the business as a whole • Objectives – Build awareness of the company – Make a good impression on the financial community – Motivate present employees and attract better recruits – Influence public opinion on specific issues © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Institutional Advertising • Advocacy advertising : Communicates an organization’s views on issues that affect society or business – Advertorials : Ads that are half advertising, half editorial, and aimed at swaying public opinion • Umbrella advertising : Communicates messages about a company and its products simultaneously © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Corporate Identity Advertising and Recruitment Advertising • Corporate identity advertising : Done to familiarize the public with a corporation’s name, logos, trademarks, or corporate signatures • Recruitment advertising : Aimed at attracting employment applications – Found in the classified sections of daily newspapers or in online job boards © 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or d istribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Reference Arens, W. F., Schaefer, D. H., & Weigold, M.F. (2012). M: Advertising. New York:

McGraw -Hill Irwin. ISBN:

9780078028915 77