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

In peer-to-peer programs,Dove did a campaign about real beauty sketches,where an artist drew women based on what they described themselves to look like.At the time of this writing,the video had over 67 million views on social media.The campaign is said to have "_____________",which indicates success.

Corporate advertising is gaining favor worldwide as well-known firms and established companies invest in this form of promotion.

Scenario 18-4 Celebrity 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 hour long 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 viewers felt the commercial mocked the negative reaction expressed over "The Decision," and was intended to re-brand the star as a rebel. Either way, LeBron James has a long way to go before he can regain his title as one of the most beloved players in the NBA. -(Scenario 18-4)There are six primary objectives of public relations.Which of the following objectives were ineffectively portrayed by LeBron James' management team? 

Over 100 consumers claimed,via social media,that a certain brand of highchair is breaking,and their babies were in danger of falling or getting hurt.Which of the major PR tools should the manufacturer use in this situation? 

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.

PR is a vital tool for implementing prosocial public service announcements.

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)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? 

Green marketing refers to corporate communication efforts that embrace a cause or a program in support of the environment.

Which of the following steps help in retaining the intended meaning and purpose of a press release? 

Three basic types of corporate advertising dominate the campaigns run by organizations: image advertising,advocacy advertising,and cause-related advertising.

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

Scenario 18-4 Celebrity 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 hour long 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 viewers felt the commercial mocked the negative reaction expressed over "The Decision," and was intended to re-brand the star as a rebel. Either way, LeBron James has a long way to go before he can regain 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: 

Public relations professionals working for a business may seek to highlight positive events like quarterly sales or profits for stockholders.

Press conferences can be strong public relations tools because they lend an air of credibility by using a news format to present information.

Electronic word of mouth marketing is very useful for attracting attention and ___________,especially on social media.

Corporate advertising is not designed to promote the benefits of a specific brand,but instead is intended to establish a favorable attitude toward a company as a whole.

Cause-related marketing is becoming increasingly common because: 

When marketers are considering cause-related advertising,it should be stressed that this type of advertising works best when a company: 

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)The young business owner feels he did a good job in his press release by describing the positive aspects of his company.However,he is aware that his press release: 

Public relations strategies can be broadly categorized as either: