Exam 18: Public Relations Influencer Marketing and Corporate Advertising

Which of the following women would make the best connector for a company?

A metropolitan newspaper prints an investigative piece on unsafe baby cribs.Overnight, the manufacturer mentioned in the article finds itself in a crisis.Which of the major PR tools should the manufacturer use in this situation?

Participating in community activities that reflect a firm favorably is an example of .

Advocacy advertising involves promoting the benefits of a specific brand.

A coffee retailer runs ads and posts signs in his coffee shops to notify that the cups are made from recyclable material, and the coffee is organically grown by free-market producers.In this case, the retailer is using .

Which of the following objectives of public relations focuses on dealing with government officials and pending legislation?

Scenario 18-2 A young man decides to become a mass producer of T-shirts.His small factory located in Oregon begins promoting itself by hiring excellent seamstresses, offering a pleasant working environment, decent salaries, and giving the public an opportunity to buy clothes that are truly "made in America." The company eventually adds other clothing items, opens three brick-and-mortar retail stores in several large cities, and expands to online shopping.Over the years, the firm grows and prospers due to its reputation as an American manufacturer, a fair employer, and an opponent of the traditional view of "sweatshops." However, along the way, it deals with a few public relations issues too. -(Scenario 18-2) After 35 years, he looks back to his beginnings.He had little money for a public relations agency early on so he had to create carefully worded messages, and strategically placed ads that the public would perceive in a very positive light.In essence, he was using a type of:

How are buzz marketing and viral marketing similar to one another?

Scenario 18-2 A young man decides to become a mass producer of T-shirts.His small factory located in Oregon begins promoting itself by hiring excellent seamstresses, offering a pleasant working environment, decent salaries, and giving the public an opportunity to buy clothes that are truly "made in America." The company eventually adds other clothing items, opens three brick-and-mortar retail stores in several large cities, and expands to online shopping.Over the years, the firm grows and prospers due to its reputation as an American manufacturer, a fair employer, and an opponent of the traditional view of "sweatshops." However, along the way, it deals with a few public relations issues too. -(Scenario 18-2) Over the years, he has learned that positive word-of-mouth advertising helps.He now enlists the testimony of seamstresses who have been with him for years, customers who won't buy any casual clothing but his, and even high-end designers who praise his business integrity and product quality.Which of the following is he currently involved in?

Which of the following components of public relations includes analyses, objectives, and rationales regarding a company's programs, and the message content and vehicles that will assist in its communications?

Among all the public relations tools that a company might use, which of the following focuses specifically on employees?

Scenario 18-1 The brewing companies in the U.S.love to use public relations to keep their company names in the minds of Americans and to promote their many brands of beer and ale.Both traditional and innovative public relations activities-using both traditional and innovative media-help to promote a positive public image, create brand awareness, highlight the product line, and act as cost-effective ways to enhance the overall IBP campaign.And these brewers use a variety of objectives and tools that support the field of public relations. -(Scenario 18-1) A public relations firm has designed a website for a large brewing company.It provides information on all its beverages, with a separate page for each, featuring how each was imagined, concocted, tested, and named.It offers a contest to name the new fall lager that will premiere later in the year.With this website, the company's primary objective is to:

Many contemporary companies are seeking connectors to assist with their public relations efforts.Connectors are people who:

What has led to the growth and popularity of green marketing? What cautions should potential advertisers take before launching it since a number of corporations, manufacturers, and service industries have issued "green" messages?

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) An athletic supply manufacturer is about to launch a new sports sock made of an innovative fabric that cushions the foot, reduces impact, absorbs moisture, and supports high-intensity sports.It creates short video spots and posts them on its home page, Facebook page, YouTube, and other sites for viewing and downloading.Since this video is generated by the company, intends to gain positive publicity, and hopes for free exposure of a new product, it works in much the same way that the more traditional does.

Scenario 18-5 An old adage states that all publicity is good publicity.However, Professors Jonah Berger of the Wharton School, and Alan Sorensen and Scott Rasmussen of Stanford found that there is such a thing as bad publicity.The colleagues studied the relationship between bad publicity and its impact on music albums, books, and movies.In 2010, they published their findings in a journal called Marketing Science.After studying cases involving the late Michael Jackson, Russell Crowe, and various authors; the colleagues concluded that negative publicity can increase product sales.Michael Jackson sold more albums after receiving negative media attention, and films starring Russell Crowe received higher rankings following an incident in which he allegedly threw a cell phone at a hotel employee.These high-profile stars actually thrived after receiving substantial amounts of negative publicity.However, in many low profile cases, negative publicity hurt sales and product reception.The three colleagues conducted an analysis of The New York Times' reviews and book sales, and found that negative reviews hurt sales of books by well-established authors, but helped sales of books by relatively unknown authors.After conducting the study, the authors found that conventional wisdom is wrong: not all publicity is good publicity.But they did show that negative publicity can sometimes be positive; it all depends on existing-product awareness. (Ned Smith, "Can Bad Buzz Be Good?" Business News Daily, November 1, 2010) -(Scenario 18-5) One way to help firms implement a reactive public relations strategy, and prepare for possible negative publicity is to:

The intent of corporate advertising is to establish a favorable attitude toward a company as a whole, instead of focusing on the features of its products.

Rumors are running rampant through a company that a competitor is going to buy out the firm and fire half of its workers.To reduce the anxiety of its workforce, which of the following objectives of public relations can the company adopt?

Scenario 18-5 An old adage states that all publicity is good publicity.However, Professors Jonah Berger of the Wharton School, and Alan Sorensen and Scott Rasmussen of Stanford found that there is such a thing as bad publicity.The colleagues studied the relationship between bad publicity and its impact on music albums, books, and movies.In 2010, they published their findings in a journal called Marketing Science.After studying cases involving the late Michael Jackson, Russell Crowe, and various authors; the colleagues concluded that negative publicity can increase product sales.Michael Jackson sold more albums after receiving negative media attention, and films starring Russell Crowe received higher rankings following an incident in which he allegedly threw a cell phone at a hotel employee.These high-profile stars actually thrived after receiving substantial amounts of negative publicity.However, in many low profile cases, negative publicity hurt sales and product reception.The three colleagues conducted an analysis of The New York Times' reviews and book sales, and found that negative reviews hurt sales of books by well-established authors, but helped sales of books by relatively unknown authors.After conducting the study, the authors found that conventional wisdom is wrong: not all publicity is good publicity.But they did show that negative publicity can sometimes be positive; it all depends on existing-product awareness. (Ned Smith, "Can Bad Buzz Be Good?" Business News Daily, November 1, 2010) -(Scenario 18-5) Although it is sometimes unavoidable, one way to prevent negative publicity is to develop a public relations strategy that focuses on opportunities to accomplish something positive.