Public Relations Event (Chapter 13) Public relations event will be undertaken during March 1- 5, 2022 for one day, in 5 major cities to generate positive publicity about brand X (your brand). The event will result in increased brand awareness due to media exposure. Cause related marketing will be used for this PR event. Your team has decided that it will endorse the hunger cause. Manufacturer selling price for Brand X is $175 per unit. Total sales revenues generate by resellers from Brand X in Month of March are projected to be $145,000. 15% of all sales generated during the month of March will be donated to the Food Pantries (via Feed the Hungry). Your decisions: You have decided to use cause related marketing (chapter 13) to generate publicity for your products. The cause chosen is Feed the hungry whereby donations will be taken to help the Food pantries that feed the hungry and less fortunate. Your sales team will organize 5 public relations events during the year. Events will take place in Five major cities closer to major specialty retailers locations. Local community and businesses as well as media reporters will be invited to the event. It will cost $2500 to acquire the space for holding each event. Cost of entertainment and food for each event will be approximately $1250 per event. Event will be promoted using Social media and local newspapers. Budget allocated = $600 per event. Advertising specialties advertising specialties are the gifts designed with the name, web address and telephone number of company (manufacture. Pens will be used as give away during the public relations events organized by your sales team. Approximately 3000 such pens will be acquired at a cost $1.5 per pen. These pens will be given away at 5 PR events. Pens will have the name of the brand, brand logo and contact information including telephone number, and web address will be inscribed on the pens. Contests a contest will be held at each location. Prizes will be given away at each location: 7 $150 visa cards, and 4 $100 visa cards to be used toward purchase of your brand only. Budget for Public Relations Plan Space for PR events $ Advertising the PR event $ Food and entertainment $ Advertising specialties $ Prizes $ Donations to Feed the Hungry $ Total PR Budget $ Communication Budget Exhibit Communications tool Allocated $ % of total budget Advertising $374,000 37.4% Personal Selling /sales force $327,000 32.7% Trade Promotion (reseller support program) $126,000 12.6% Consumer sales promotion $ % Public relations $ % Misc. Total $1,000,000 100% hat is cause related marketing? Why is it important? What is cause related marketing? Why is it important? Why did you (brand manager) decide to invite the media to the event? How many units are projected to be sold during the month of March? What is the budget for PR? What percentage of the total budget does it represent? Is it possible to assign value to the free publicity generated via public relations initiatives? How? Instructions: Answer the questions. No need to post the exhibit or the calculations