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

Dell,a computer firm in Austin,Texas had many of its employees volunteer at an event by a charity group to help give out free winter coats to people who have a demonstrated financial need.By doing so,Dell is             .

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 University 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. They published their findings 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 starringRussell 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. -(Scenario 18-5)Which of the following factors contributes to the idea that we have entered a new era of public relations? 

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 18-2 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 relationsissues 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: 

Peer-to-peer influencer programs have a different tone than those involving professionals in that they focus more on: 

Social media is a sweet spot for public relations.

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

Although its role is changing,traditionally,the role of public relations is to: 

A company allows its workers to take off on one afternoon,every month,to volunteer at a nonprofit organization of their choice.The company sends out a press release that explains this program to the media.This is an example of a reactive public relations strategy.

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:  

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 University 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. They published their findings 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 starringRussell 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. -(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.

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

A company goes through all of its products and looks for ways in which the products could hurt customers or break; then it looks through social media posts by consumers to see what parts of the products consumers have had problems with.In public relations,this is identifying _______.

Public relations professionals can work with press releases,interviews and press conferences,sponsored events and event marketing,and feature stories in digital and traditional spaces.

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)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.However,the beer producer has failed to anticipate that: 

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

Buzz marketing is the exact same thing as electronic word of mouth and viral marketing.

Television is a popular choice for corporate campaigns because: 

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

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 University 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. They published their findings 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 starringRussell 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. -(Scenario 18-5)When publicity is positive it tends to: