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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 17-6 The media
employ public relations to
enhance their image in the
community
Exhibit 17-7 The Yellow
Pages provide information
about the medium
V. Developing the
Integrated Marketing
Communications Program
17. Public Relations,
Publicity, and Corporate
Advertising
© The McGraw−Hill
Companies, 2003
In turn, the media are concerned about how the community
perceives them. Exhibit 17-6 is a public relations
piece distributed by a San Diego TV station that describes
a variety of ways the station benefits the community.
Educators A number of organizations provide educators
with information regarding their activities. The
Direct Marketing Association, the Promotional Products
Association, and the Yellow Pages Publishers Association
(YPPA), among others, keep educators informed in
an attempt to generate goodwill as well as exposure for
their causes. These groups and major corporations provide
information regarding innovations, state-of-the-art
research, and other items of interest (Exhibit 17-7). YPPA
provides materials specifically designed for educators.
Educators are a target audience because, like the media,
they control the flow of information to certain parties—in
this case, people like you. BusinessWeek, Fortune, and
Fast Company magazines attempt to have professors use
their magazines in their classes, as does The Wall Street
Journal, The New York Times, and Advertising Age, among
others. In addition to selling more magazines, such usage
would also lend credibility to the mediums.
Civic and Business Organizations The local Jaycees,
Kiwanis, and other nonprofit civic organizations also
serve as gatekeepers of information. Companies’ financial
contributions to these groups, speeches at organization
functions, and sponsorships are all designed to create goodwill. Corporate
executives’ service on the boards of nonprofit organizations also generates positive
public relations.
Governments Public relations often attempts to influence government bodies
directly at both local and national levels. Successful lobbying may mean immediate
success for a product, while regulations detrimental to the firm may cost it millions.
Imagine for a moment what FDA approval of NutraSweet meant to Searle or what
could happen to the beer and wine industries if TV advertising were banned. The bicycle
helmet industry sometimes experiences sales increases of 200 to 400 percent in a
state when it passes a helmet law.
After decades of criticism from special-interest groups, the
beer industry was forced to take steps to counteract legislation and
other forms of government intervention similar to those affecting
the cigarette and liquor industries. The beer industry’s response
was to support its political action committee, called Six-PAC, so
that the committee could become more visible and active in its
lobbying efforts in Washington, D.C. One of the first moves was
to establish a new image for the industry, with a new slogan titled
“Family businesses delivering America’s beverage.” Increased
campaign contributions to candidates and pressures to investigate
groups the industry felt were “gunning for beer” were also initiated.
The lobby’s efforts have paid off. While cigarettes and liquor
continue to fall under attack and have had excise taxes levied on
them, the beer industry remains unscathed and has a much more
favorable reputation. 17
Financial Groups In addition to current shareholders, potential
shareholders and investors may be relevant target markets. Financial
advisors, lending institutions, and others must be kept abreast
of new developments as well as financial information, since they