Presentation on theme: "Chapter Chapter 21:Public Relations and Sales Promotions."— Presentation transcript:
chapter Chapter 21:Public Relations and Sales Promotions
Public Relations The element in the promotional mix that: evaluates public attitudes identifies issues of public concern executes programs to gain public acceptance
Public Relations Press relations Product publicity Corporate communication Public affairs Lobbying Employee and investor relations Crisis management Product placement Consumer education Event sponsorship Issue sponsorship Internet Web sites New product publicity FunctionsTools Council of Public Relations BBH Ads: Visa Philip Morris
Eye-catching Publicity Tylenol hired runners to run on treadmills above Times Square to promote their sponsorship of the NY City Marathon The Weinermobile. Enough said.
Talladega Nights Wonder Bread officials gave Sony Pictures the rights to use its logo For them to have gone out, if they could buy this level of media, I mean what would that be?" said Tom Meyer, President of Davie- Brown Entertainment. "Im going to guess tens of millions of dollars if not $100 million of media value. Then when you add on top of that, the relevance that you get from being connected to such a popular guy like Will Ferrell, the value is almost limitless." Logo clear and in focus for 11m 32s onscreen Wonder Bread put Ferrell on the front of its Web site, and awarded one lucky winner the fire suit and hat worn in the movie Another received a trip to the NASCAR race at Talladega this fall. NASCAR.com pedaled collectibles as if Ricky Bobby were an actual driver: title sponsorship that in the real world costs $15 million.
Publicity A news story type of communication transmitted through a mass medium at no charge –News release A short piece of copy publicizing an event or a product –Feature article A manuscript of up to 3,000 words prepared for a specific publication –Captioned photograph A photo with a brief description of its contents –Press conference A meeting used to announce major news events
Sample Press Release Publicity Insider
Managing Unfavorable Publicity A coordinated effort to handle the effects of unfavorable publicity or of an unfavorable event.CrisisManagement Ogilvy Crisis Management
Factors Affecting the Promotional Mix Pull Strategy ManufacturerRetailerConsumer Push Strategy ManufacturerRetailerConsumer Manufacturer markets to the consumer through advertising, sales promotions, etc. Consumer demands product from the retailer (pulls) Retailer demands product from the manufacturer (pulls) Push and Pull strategies can be used separately or together Retailer passes along (pushes) these incentives in some way to the consumer Manufacturer offers promotions to the retailer (discounts, increased personal selling, etc.)
Uses of Sales Promotion Immediate purchases Increase trial Boost consumer inventory Encourage repurchase Increase ad effectiveness Encourage brand loyalty
Objectives of Sales Promotion Type of Buyer Loyal Customers Competitors Customers Brand Switchers Price Buyers Desired Results Reinforce behavior Increase consumption Change timing Break loyalty Persuade to switch Persuade to buy your brand more often Appeal with low prices Supply added value Sales Promotion Examples Loyalty marketing Sampling Sweepstakes, contests, premiums Price-lowering promotion Trade deals Coupons, price-off packages, refunds Trade deals