This session entails the role and importance of public relations, sponsorship, direct marketing and packaging in advertising. (More info visit: http://www.moocsfoundation.org) Originally presented by MOOCs Foundation an initiative of Rai University. MOOCs Foundation is committed to the expansion of higher education through enhanced digital access to online resources and courses by the best of universities worldwide for learning and upgrading skills.

1. Public relations, sponsorship, direct
marketing and packaging
1

2. Public Relations
 Building good relations with the company’s various publics by
obtaining favorable publicity, building up a good “corporate image,”
and handling or heading off unfavorable rumors, stories, and events.
 A public is any group that has an actual or potential interest in or
impact on a company’s ability to achieve its objectives.
 Public relations (PR) involves a variety of programs designed to
promote or protect a company’s image or its individual products.
2

3. Objectives of PR
 Maintaining a rapport with the public
 Generating repeat buyers
 Maintaining long-term relationships with the clients
 Promote a Product or Company
3

4. Public Relations perform the following
five functions
 Press relations
 Product publicity
 Corporate communication
 Lobbying
 Counseling
4

5. Public Relations
 PR is an attempt to improve a company’s relationship with its publics:
 Customers
 Employees
 Stockholder
 Community Members
 News Media
 Government
5

6. Advantages of
Public Relations
Disadvantages of
Public Relations
 Credibility
 „Low cost
 „Breaks through the clutter
 „Image building
 „Get over consumer resistance
 „Lack of control over material
 „Media time and space aren’t
guaranteed
 „Measurement is difficult
7

7. Sponsorship
 Sponsorship advertising is a type of advertising where a company pays
to be associated with a specific event.
 In fact, sponsorship advertising is very prevalent with charitable events.
 Besides from charitable events, companies may sponsor local sporting
teams, sports tournaments, fairs, and other community events.
 The idea is to get your name out and be viewed positively as a
participating member of your community.
8

8. Objectives of Sponsorship
 Promote brand awareness
 Promote corporate image
 Increase sales
 Enhance community relations
 Entertain clients
 Match competition
9

9. The following criteria apply when
considering sponsorship
 The sponsorship must be economically viable; it should be cost-effective, in
other words.
 The event or organization being sponsored should be consistent with the
brand image and overall marketing communications plans.
 It should offer a strong possibility of reaching the desired target audience.
 Care should be taken if the event has been sponsored before; the audience
may confuse the sponsors and you may be benefiting the earlier sponsor.
10

10. Merits Demerits
 Create, Develop and Enhance
Credibility
 Highly Targeted Marketing
 Leveraged Lead Generation
 Media Exposure
 Community Involvement and Giving
Back
 Brand Awareness & Recognition
 Absence of standardization
 More time is consumed
 Development of controversies
leading to negative attitudes
 Lack of control
11

11. Direct Marketing
 Direct marketing is offering a product or service directly to the
consumer via mail order, Internet sales, personal sales, etc., with no
middleman involved.
 Many direct marketing companies are now being operated right out of
the home.
12

12. Elements of Direct Marketing
 Creative
 Media
 Fulfillment
13

13. Benefits of Direct Marketing
 build personal connections
 focus on specific groups
 provide direct feedback
 results are quantifiable
 experiment with new markets
 talk about your offers directly with the customers
14

14. Drawbacks of Direct Marketing
 Consumer Rejection
 Limited Reach
 Time consuming
 Environment and Law
 Customers resent intrusive communication
 Difficult to acquire data necessary for preparing customer database
15

15. Forms of Direct Marketing
i. Face-to-face selling.
ii. Telephone marketing.
iii. Direct-mail marketing.
iv. Catalog marketing.
16

16.  Face-to-face Selling: The original and oldest form of direct marketing
is the field sales call.
 Today most industrial companies rely heavily on a professional sales
force to locate prospects, develop them into customers, and grow the
business; they hire manufacturer’s representative and agents to carry
out the direct selling task.
17

17.  Telephone marketing: Telephone marketing using the telephone to sell
directly to consumers-has becomes the major direct-marketing
communication tool.
 Marketers use outbound telephone marketing to sell directly to
consumers and business.
 Inbound toll-free numbers are used to receive orders from television
and print ads, direct mail, or catalogs
18

18.  Direct-Mail Marketing: Direct-mail marketing involves sending an
offer, announcement, reminder, or other item to a person at a particular
address.
 Direct mail is well suited to direct, one-to-one communication.
 It permits high target-market selectivity, can be personalized, is flexible,
and allows easy measurement of results.
 Three form of mail delivery have become popular:
i. Fax mail
ii. E-mail
iii. Voice mail
19

19.  Catalog marketing: In catalog marketing companies may send full-
line merchandise catalogs, specialty consumer catalogs, and business
catalogs, in print form but also sometimes as CD’s, video, or online.
 Catalogs Have longer life than other direct mail pieces, orders typically
received over a 6-month period, Filed for future reference,” LIFO”
principle — timing of mailing critical, Graphics do the selling job, “A
Store in Print”,
20

20. Packaging
 A package is the physical container or wrapping for a product.
 10 percent of a product's retail price is spent on package development
and design and the package itself.
 Packaging is next to grading and branding.
 Packaging is essential for Offering goods in safe, and secured position
to consumer
21

21. Functions of Packaging
 Means of Identification
 Product Differentiation
 Competition for shelf space
 Advertising at the point of sale
 providing information
 protecting the product
22

22. Benefits of Packaging
 Protection
 Information
 Size and Quantity
 Marketing
 Security
23

23. Drawbacks of Packaging
 Cost
 Landfill Impact
 Production Footprint
24

24. Thank You!!
25