Public Relations,

Publicity, and Corporate

Advertising
McGraw-Hill/Irwin
Copyright 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Aqua Teen Hunger Force
Guerilla Marketing
Guerilla Marketing
The body of
unconventional
ways of pursuing
conventional
goals.
A proven
method of
achieving profits
with minimum
money.

Guerilla Marketing Gone Apes
To promote the new Aqua Teen Hunger
Force Movie, Turner Broadcasting Network
teamed up with Guerilla Interference Inc.
The Goal: Deploy 400 LED LiteBright
displays within 10 major cities.
Part of the marketing plan was to promote
The Cartoon Networks eccentric, nighttime,
college-crowd brand of programming Adult
Swim.
Guerilla Marketing Gone Apes
Some of Bostons residents mistook the
devices for explosives and contacted
authorities.
The city quickly reacted and shut down
all major public transportation and
spent $500,000 deploying police and
bomb sniffing dogs.
Turner Broadcasting was fined
$1,000,000 from the city of Boston and
also paid $1,000,000 to goodwill
funds to homeland security.

Results
In the days since the event:
Made national televised news
The average number of American
households who viewed Aqua Teen Hunger
Force rose 5%, to 1,082,500, from the
previous week of 1,030,500 viewers.
T-shirts were instantly available for sale
portraying the controversial characters.
Web site spiked 105.2%, to 790,000 from
385,000 one week before.
Total US Gross: $5,520,368
US DVD Sales: $11,084,232
Movie Budget: $750,000

Ethical Breach?
Turner Broadcasting failed to notify
the major cities about what was
going on. The lack of
communication cost them
unnecessary fines.
The Ethics Code published by the
Word of Mouth Marketing
Association stresses honesty of
relationship, honesty of opinion,
and honesty of identity.
Sources:
http://www.businessweek.com/innovate/cont
ent/feb2007/id20070209_934852_page_2.htm
http://youtube.com/watch?v=9yigQGKaf2A
www.Google.com



Public Relations Defined
A management function
evaluates public attitudes
which
identifies the policies and procedures
and
an organization with the public interest
of
executes a program of action (and communication) and
earn public understanding and acceptance
to
Public Relations Management Process
Identification of policies
and procedures
Determination and
evaluation of public
attitudes
Development and
execution of the
program
PR
Traditional PR Perspective
Customers
Employees
Investors
Government
Community
Suppliers
Public
Relations
Department
Integration of PR into the Promotional Mix
Marketing
Department
Public
Relations
Separate Functions
Marketing
Department
Public
Relations
Coordinated and Equal
Marketing
Department
Public
Relations
Integrated
Marketing Public Relations Functions
Building market excitement before media ads break
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
Improving ROI
Defending products at risk, giving consumers reasons to buy
MPR in Practice
Benefits of MPR
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
Advantages
Improved ROI
Creates influence among
opinion leaders
Improved media
involvement w/customers
Benefits of MPR
Difficult to tie in slogans or
other advertising devices
No standards for effective
measurement
Lack of control over media
Media time and space arent
guaranteed
Disadvantages
The Process of Public Relations
Measuring Program Effectiveness
Developing and Executing a PR Program
Establishing a PR Plan
Determining and Evaluating Public Attitudes
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
Research on Public Attitudes
Provides input for
the planning process
Serves as an early
warning system
Secures internal
cooperation, support
Increases
communications
effectiveness
10 Evaluation Questions
1. Does the plan reflect a thorough
understanding of the companys 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
products strengths and weaknesses?
5. Does the PR program describe several
cogent, relevant conclusions from the
research?
10 Evaluation Questions
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?
Determining Public Relations Audiences
Customers and
Clients
Employees
Vendors and
Suppliers
Community
Members
Stockholders and
Investors
Internal or
Associated
The Media
Governments
Financial Groups
External or
Independent
Educators
Civic and Business
Organizations
Communicating With Target Audiences
Bulletin boards
Direct mail
Annual reports
Newsletters
Internal or
Associated
Press releases
Conferences
External or
Independent
Public relations ads
Research reports
The Media Also Engages in Public Relations
Implementing the PR Program
Press
Releases
Community
Involvement
Press
Conferences
Exclusives
Interviews
The
Internet
PR Tools
Special Olympics Torch Run
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The Internet as a PR Tool
Allows much more substantial information
to be presented
Provides the media with instant access
to additional sources of information
Allows information to be presented quickly
The Internet
Advantages of Public Relations
Credibility
Lead
Generation
Cost
Savings
Avoidance
of Clutter
Image
Building
Selectivity
PR
Provides
Potential Problems of Public Relations
Potential
Problems
Potential for incomplete
communication process
Receiver not making
connection to the source
Lack of coordination with
marketing dept.
Inconsistent, redundant
communications
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
General Mills Capitalizes on Publicity
Measuring PR Effectiveness
Contributions made?
What was achieved?
Quantitative measures?
Quality?
Criteria for Measuring PR Effectiveness
Subject
Publication
Reporter
Target
audience
Percentage of
positive and
negative articles
by . . .
Over time
On the target audience
On specific target audiences
Number of impressions . . .
Ratio of positive to negative articles
Positive articles over time
Negative articles over time
Percentage of . .
Additional Measures of PR Effectiveness
Personal observation and reaction
Matching objectives and results
The team approach
Management by objectives
Public opinions and surveys
Audits
Publicity versus Public Relations
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
A Response to Negative Publicity
Pros and Cons of Publicity
Substantial credibility
News value
Significant word-of-
mouth
Perception of
endorsement by
media
Advantages
Inaccuracy, omission,
or distortion may
result
Timing difficult or
impossible to control
Disadvantages
Corporate Advertising
An extension of the PR
function
Promotes the organization
Does not promote a specific
product or service
Image
enhancement
Assuming a
position on an
issue or cause
Seeks
involvement
Why is Corporate Advertising Controversial?
Claims of
Opponents to
Corporate
Advertising
Consumers arent
interested in this form of
advertising
Corporate advertising is
a waste of money
The firms finances or
image must be in trouble
This is a costly form of
corporate self-indulgence
Objectives of Corporate Advertising
Create a positive
image for the
firm
Smooth labor
relations
Communicate
the
organizations
viewpoint
Boost
employee
morale
Establish
diversified
company
identity
Help newly
deregulated
industries
Objectives
Types of Corporate Advertising
Positioning Ads
Sponsorship
Recruitment
General Image Ads
Financial Support
Image
Advertising
Event
Sponsorship
Advocacy
Advertising
Cause-related
Advertising
Boeing Advertises to Enhance Its Image
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Employee Recruitment by Grant Thornton
Event Sponsorship
Sporting
Events
Music,
Entertainment
Causes Festivals
Cultural Events Arts
Corporate Sponsor
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
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.
American Gas Association Advocacy Ad
Cause Related Marketing
Cause related marketing:
A form of marketing whereby
companies link with charities or
nonprofit organizations as
contributing sponsors.
Pros and Cons of Corporate Advertising
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
Measuring Corporate Ad Effectiveness
Relating to Stock Prices
Attitude Surveys
Focus Group Research
Effective?