Exam 18: Public Relations Influencer Marketing and Corporate Advertising

A clothing company that targets preteens and young teens has to respond quickly when its celebrity spokesperson, a 19-year-old pop singer, is arrested for drunk driving and cocaine possession.A few months later, its new public relations specialist reviews this situation and how it was handled.To better handle such situations in the future, she decides to:

Publicity, unlike other forms of public relations, can easily be strategically controlled.

Which of the following is true of public relations?

Word-of-mouth marketing is very useful for attracting attention and has been used a long time for:

Which of the following is an example of corporate advertising?

Scenario 18-4 In the summer of 2010, basketball star LeBron James found himself in the middle of a PR nightmare when he decided to turn his decision regarding his future team into an hour­long spot on ESPN, which was entitled, "The Decision." Almost immediately, fans and critics alike began to express their distaste for the way the multi­ millionaire handled the situation.Many fans' opinions of the star were greatly altered and James' positive public image appeared to be shattered.Perhaps, even worse than the damage to his image, the Lebron James "brand" began to take a hit when his jerseys were pulled from many stores and websites, and thousands of fans vowed they would never buy James' line of shoes ever again.Several months later, James began repairing his public image.James, who endorses Nike products, came out with a controversial commercial that was believed to evoke sympathy.However, many others felt the commercial mocked the negative reaction expressed over "The Decision," and was intended to re­brand the star as a rebel.Either way, LeBron James has a long way to go before he can re-again his title as one of the most beloved players in the NBA. -(Scenario 18-4) Judging by his recent apology and television commercial, LeBron James is apparently trying to repair his image.This effort is known as:

A credit card company sponsors a campaign to restore the Statue of Liberty.It features the initial concept and the progress that it's making in television commercials.The company is running cause-related advertising.

What common goal does corporate image advertising, advocacy advertising, and cause-related advertising share? Outline the unique features of each of these types of corporate advertising.

Corporate advertising is not always targeted at the consumer.

Which of the following terms refers to the free media exposure that a firm receives about its activities or brands?

A leading sporting goods company calls a press conference to announce that the National Football League has signed a contract to endorse the company's products.By doing this, the sporting goods company ensures that:

The idea behind both buzz and viral marketing strategies is to:

An auto marketer runs a commercial that focuses on the clean energy that its new hybrid uses.The commercial shows that the car is eco-friendly and does not pollute the environment.Which of the following is the auto marketer using?

An electronics company is about to launch a new line of microwaves.Its public relations team focuses on a feature story rather than a press release because the company can:

Publicity is essentially paid media exposure about a firm's activities.

The people enrolled by manufacturers to bring their brands into their conversations and share interesting or exciting information about them with their social networks are called controllers.

One important tactical tool is the press release.A firm can best take advantage of press coverage by:

Scenario 18-3 For some years now, enterprising individuals have gotten their own ideas, forums, and entertainment programs out in front of the public with no help from big tech firms, media conglomerates, or ad agencies.They simply posted their creations on the Internet.It began with blogs, moved to podcasts, expanded to social networks, moved on to YouTube videos, and transferred to Twitter.Audience members can download these technological tidbits-text, visual, and audio formats-to their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the market.Eventually, public relations companies started getting into the act. -(Scenario 18-3) A medium-sized, family-owned organic farm in California packages its fresh produce and distributes it to grocers around the country.It is now rumored to be part of an E.Coli outbreak that is destroying spinach in nearby farms.This is absolutely false, so the family acts fast by clarifying the situation through Twitter releases, blog responses, and announcements on its home page.This kind of activity focuses on problems to be solved rather than opportunities to be considered, and requires that a company take defensive measures.Which of the following measures would it take?

Scenario 18-3 For some years now, enterprising individuals have gotten their own ideas, forums, and entertainment programs out in front of the public with no help from big tech firms, media conglomerates, or ad agencies.They simply posted their creations on the Internet.It began with blogs, moved to podcasts, expanded to social networks, moved on to YouTube videos, and transferred to Twitter.Audience members can download these technological tidbits-text, visual, and audio formats-to their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the market.Eventually, public relations companies started getting into the act. -(Scenario 18-3) A garment manufacturer emphasizes on designing clothes using sustainable practices.Recently, it launched a Facebook page to gather signatures of people in favor of planting three trees when one is felled.This is a form of _____.

A feature story allows a firm to write an exclusive story about the company in a newspaper or any other medium.