Chapter 16 - IMC: Public relations, sponsorship, and corporate advertising. After completing this chapter, students will be able to: Distinguish between advertising and public relations, describe the key tasks of public relations practitioners, explain the potential benefits and drawbacks of sponsorships in an IMC plan, discuss the functions of corporate advertising. | Chapter Sixteen IMC: Public relations, Sponsorship, and Corporate Advertising Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives Distinguish between advertising and public relations Describe the key tasks of public relations practitioners Explain the potential benefits and drawbacks of sponsorships in an IMC plan Discuss the functions of corporate advertising 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 Public Relations Job PR planning and research Opinion sampling: Consumers provide feedback via interviews, toll-free phone lines, and focus groups Reputation management: Name of the long-term strategic process to manage the standing of the firm with various publics 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 Other Public Relations Activities Public affairs Lobbying Speechwriting Fundraising and membership drives Publications Social media Corporate blog Special-events management Public Relations Tools News release Press (media) kit Photos of events, products , or new equipment Feature articles Printed materials Posters, exhibits, and bulletin boards Audiovisual materials 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 Benefits of | Chapter Sixteen IMC: Public relations, Sponsorship, and Corporate Advertising Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives Distinguish between advertising and public relations Describe the key tasks of public relations practitioners Explain the potential benefits and drawbacks of sponsorships in an IMC plan Discuss the functions of corporate advertising 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 Public Relations Job PR planning and research Opinion sampling: Consumers provide feedback via interviews, toll-free phone lines, and focus groups Reputation management: Name of the long-term strategic process to manage the standing of the firm with various .
