Exam 18: Public Relations Influencer Marketing and Corporate Advertising

There are three broad types of corporate advertising-professional, peer­to­peer, and word­of­mouth.

In which of the following ways has the Internet helped to change the world of green marketing?

Which of the following people in the community is most likely to be a professional influencer?

The section of the public relations plan that specifies precisely what means will be used to implement the plan is the program rationale.

Describe the objectives and features of influencer marketing.Define, at least, three types that are in use today.

Axel Corporation undergoes a public relations audit.Ideally, the ultimate result of this audit should be to:

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) Publicity often increases the awareness of a particular brand.The concept of creating an event or experience that yields casual conversations which include the brand is referred to as marketing.

Stockholders, suppliers, employees, government entities, citizen action groups, and the general public are all considered to be in the world of public relations.

We can think of influencer marketing as a set of conversations involving an influencer, a consumer, and a brand.