Lecture 10: Tutorial Questions

Seite 1

Q1 Putting one’s name on a stadium can be an expensive proposition, and the prices continue to increase. Discuss whether this would be a good investment for a company, and why or why not. Give examples of companies for which this might be a good investment.

Type of Promotion: Public Relations

Public Relations is a management function which manages and controls a program of action to earn public understanding and acceptance.

Public Relations can be proactive in securing community sponsorships for sporting events.

Sponsorships involve paying a fee to have the company name associated with different things such as a particular sporting venue.

Why event sponsorship is a good investment:

Although sponsorships are expensive, they are growing in popularity as corporations seek to:

Strengthen their corporate image

Increase brand awareness and brand engagement

Differentiate their products

Reach their target markets

Why event sponsorship is a bad investment

Dependant on price and activation:

Where there is not enough sufficient traffic or media attention to the brand or the event itself

Where there are scandals within the sport that hurt the perception of the company

Examples of companies for which this might be a good investment:

This will be a good investment if there are particular services or products that compliment or appeal to the needs and desires of the particular target market engaged with sporting games.

Virgin Airlines and AFL

VB and Cricket

Coopers Beer and

Seite 2

Q2 Social Media has had a profound impact on the power of publicity. Explain what this means and whether you believe it to be true or not. Provide examples to support your position.

Type of Promotion & Medium: Publicity and Social Media

Publicity refers to non-personal communications regarding an organisation, product, service or idea that is not directly paid for or run under identified sponsorship

Social Media is a technology that facilitates the creation and sharing of information, ideas, interests and other forms of expression via virtual communities and networks.

Role of Publicity:

Shape a consistent message

Work within the media to create exposure

Promote the public image and reputation of people, products and businesses to gain brand loyalty and drive purchase behaviours

Impact of Social Media on these Roles:

Consistency and cohesiveness: Social media allows publicists to maintain consistent messages across different platforms - Youtube, Facebook, Instagram, Pinterest etc.

Creating exposure: With over 100 million individuals using social media, publicists can get more exposure to promote the company's public image and reputation within their target communities

Sustaining brand exposure & loyalty: Instead of creating advertising campaigns publicists look to build a sustained campaign of community building and long-term exposure through maintaining groups and followers

Cost-Effective: Ensuring access to niche markets, making it more cost-effective

Reputation monitoring: Word of mouth and positive reputation is essential to publicity, and social media can facilitate such by staying on top of current conversations and reacting quickly to protect and promote company reputation.

Examples of Social Media and Publicity

Analytics functions on social media platforms to measure the spread of publicity

Google Trends - gives you ideas on what is popular