Exam 18: Public Relations, Influencer Marketing, and Corporate Advertising

Which of the following companies would most likely focus on corporate advertising?

Corporate advertising that is designed to influence public opinion on issues of concern to the sponsor is known as

Preparing internal communications.Disseminating information and correcting misinformation within a firm can reduce the impact of rumors and increase employee morale.

All of these women live and work in the same big city.But who would probably make the best connector?

A credit card company sponsors a campaign to restore the Statue of Liberty, and features the initial concept as well as the progress being made in its television commercials.The company is running cause-related advertising.

Scenario 18-2 A young man decides to become a mass producer of quality T-shirts.His small factory located in Oregon begins by promoting itself as hiring excellent seamstresses, offering a pleasant working environment, paying decent salaries, and, most importantly, giving the public an opportunity to buy clothing that is 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." And along the way, it deals with a few public relations issues. -(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 got the public to perceive the business as a whole in a very positive light.In essence, he was using a type of

Not all media are created equal when it comes to corporate advertising.Compared to others, which two forms of media are particularly well suited to corporate advertising efforts?

What element of public relations includes analyses, objectives, and rationales regarding a company's programs, as well as the message content and vehicles that will assist in its communications?

Objectives of corporate advertising can include boosting employee morale and attracting new employees.

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 an article in 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 lower 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 their 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.

The intent of corporate advertising is to establish a favorable attitude toward a company as a whole rather than to focus on product features.

A company that specializes in community recycling opens a recycling center in a town that has never had access to a such a program before.The company invites a reporter from the local newspaper to do an exclusive story on the center.The disadvantage to this approach is that the company has less control over the story than if it were to issue a press release.

Public relations is the one tool that can accomplish a tough and often unpleasant task for a company.What is it, and how does public relations get involved? Give at least two real-life examples of this process.

Scenario 18-1 The giant brewing companies of 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) One beer producer has sent the press an expensive, attractive, eight-page press release that explains the organization's new educational program on the dangers of teenage drinking.The disadvantage of this approach is it

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.And it just keeps going.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 like no other.It creates short video spots and posts them on its home page, Facebook page, YouTube, and other sites for viewing and downloading.Since this tactic 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.

A publisher of children's books located in New York City launches a campaign to promote literacy by donating multiple books to 25 public libraries and 50 public schools located in low-income areas across the country.This publisher is conducting

A reactive public relations strategy is a tool designed for firms to take quick and thoughtful action at the first sign of negative publicity.

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.

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.And it just keeps going.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) The makers of a well-known Tennessee whiskey release a very funny three-minute video on their website.It gradually gets noticed and downloaded and emailed to friends and family by loyal consumers, and then by people who just want to share a funny video.With very little effort, the word gets out and people are talking about this old-fashioned brand in a new way.The company is benefiting from the success of

A regional chapter of the Red Cross undergoes a public relations audit.The result of this audit should