Exam 2 Lecture Notes - Mcgarrybowen.com ad agency in Austin...

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Mcgarrybowen.com ad agency in Austin Playboy Club + Reebok EasyTone In terms of PC, there is a consumer group called the Parents TV Council o Upset about the portrayal of women o Targeted the show for a boycott o Feminists have also called for a boycott o 7 companies who advertised during the 1 st episode decided to opt out of the next Reebok o More dashed hope for those seeking the perfect derriere o May just be like every other sneaker o Made false claims o Sales of toning footwear topped $1 billion last year o Reebok has chosen to settle with the FTC and remain committed to further their EasyTone line o 28% better butt by wearing the shoes, FTC says that’s not true o Suing for $25 million Public Relations PR Objectives o 1. Promote Goodwill (among relevant publics) o 2. Counteract negative publicity PR Activities (bolded are most commonly utilized) o 1. Media Relations The PR person attempts to influence reporters, columnists, editors, video producers—any content producer Want them to reflect favorably on their brand Press releases, press kits, feature stories PR is really online now How important can media placement be? Hugely important o 2. Employee Communications o 3. Lobby/issue management o 4. Investor relations/financial PR Specialize in IPO’s and o 5. Sponsored events Attractive way to get companies out there A brand can be a participating or exclusive sponsor Key Criteria: How much appeal or traction does the event have with the target? Olympics
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Coca-cola is a headline sponsor Pays billions of dollars for this LPGA Golf Tournament Sponsored by Hallmark Cards (who are their costumers— 90% of purchasers are women) Why would they sponsor? o Not only attractive to the target audience, it is referred to in the sports pages as the “Hallmark Classic” o Opportunities to reward key retailers o Key driver : connect an emotional experience with the brand o 6. Crisis management New England Screen Door Company “Let Flies Keep Out; Let Summer Fly In” (small space) Impact of Publicity o 350 calls in 5 days If it were an ad, it would have cost $112,000! o But it was actually free because it was a story Much more valuable than a paid ad! The marketer pays for the ads and prays for publicity. Motel 6 PR Coup: “Wheel of Fortune” Slogan “we’ll leave the light on” was featured on wheel of fortune Pretend You are a PR person for Pfizer Pfizer’s website Problems: Wall Street Journal receives, on average, 6000 press releases per week Journalists do not like PR people! Gum Shaun White Stride gum Best example he’s seen of a branding effort Transformational branding Old Spice: Leverages Ads Through Publicity PR facilitates making the spokesperson available Sending out story ideas on the media Twitter effort (you remember it)
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o Even got celebrities involved Ambush Marketing
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Exam 2 Lecture Notes - Mcgarrybowen.com ad agency in Austin...

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