Ch16
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Chapter 16 Public Relations, Publicity, and Corporate Advertising
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Marketing Public Relations (MPR) Adds Value: • Building marketplace excitement before media advertising breaks • Creating advertising news where there is no product news • Introducing a product with little or no advertising • Providing a value-added customer service • Building brand-to-customer bonds • Influencing the influentials • Defending products at risk and giving Slide 16-1 consumers a© The reason to buy McGraw-Hill Companies, Inc., 1998 Irwin/McGraw-Hill
Advantages and Disadvantages of PR Advantages: – – – – –
Disadvantages:
credibility low cost less clutter lead generation ability to reach specific groups – image building
– not completing the communication process – redundancies with the marketing effort
Slide 16-2
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Additional Means for Measuring PR’s Effectiveness • Personal observation and reaction • Matching objectives and results • The team approach • Management by objectives • Public opinion and surveys • Audits Slide 16-3
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Types of Corporate Advertising • Image advertising
Chevron
• Advocacy advertising
California Avocado
Commission
• Cause-related J.C. Penney - PBS advertising Slide 16-4
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Advantages and Disadvantages of Corporate Advertising Advantages: – Excellent vehicle for positioning the firm – Takes advantages of benefits of PR – Reaches a select target market Disadvantages: – Questionable effectiveness – Constitutionality and/or ethics
Slide 16-5
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Marketing Public Relations (MPR) Adds Value: • Building marketplace excitement before media advertising breaks • Creating advertising news where there is no product news • Introducing a product with little or no advertising • Providing a value-added customer service • Building brand-to-customer bonds • Influencing the influentials • Defending products at risk and giving Slide 16-1 consumers a© The reason to buy McGraw-Hill Companies, Inc., 1998 Irwin/McGraw-Hill
Advantages and Disadvantages of PR Advantages: – – – – –
Disadvantages:
credibility low cost less clutter lead generation ability to reach specific groups – image building
– not completing the communication process – redundancies with the marketing effort
Slide 16-2
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Additional Means for Measuring PR’s Effectiveness • Personal observation and reaction • Matching objectives and results • The team approach • Management by objectives • Public opinion and surveys • Audits Slide 16-3
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Types of Corporate Advertising • Image advertising
Chevron
• Advocacy advertising
California Avocado
Commission
• Cause-related J.C. Penney - PBS advertising Slide 16-4
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Advantages and Disadvantages of Corporate Advertising Advantages: – Excellent vehicle for positioning the firm – Takes advantages of benefits of PR – Reaches a select target market Disadvantages: – Questionable effectiveness – Constitutionality and/or ethics
Slide 16-5
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
