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

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)A garment manufacturer emphasizes designing clothes using sustainable practices.Recently,it launched a Facebook page to gather signatures of people in favor of planting three trees when one is felled.This is a form of _____.

___________is a component of a public relations plan that summarizes the information obtained from a public relations audit 

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)The brewing company with the interactive website full of facts and games is moving beyond the Web and into the community.It sends stories to media outlets announcing that all the fun on its website will continue at its beer gardens to be set up at summer and fall festivals around the country.It will feature more games,puzzles,and trivia contests.The two PR tools that the company is using are: 

While its intention was to do advocacy advertising,Pepsi eventually pulled its ad with Kendall Jenner giving a Pepsi to a cop during a protest.After some outrage by enough consumers,the company pulled the ad and did an apology,which are forms of ________.

WOM can relate with a customer's intentions to buy the brand,especially if the information comes from someone with close social ties to that consumer.

Common people who have large social circles and can recommend brands to their friends and colleagues are useful in influencer marketing.

Which of the following objectives of public relations exclusively involves damage control? 

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)One way to help firms implement a reactive public relations strategy,and prepare for possible negative publicity is to: 

Word of mouth is the process of encouraging consumers to talk to each other about a firm's brand or marketing activities; electronic word of mouth is the digital version.

Audi used its Super Bowl ad to take a stance on gender equality; this is an example of advocacy advertising.

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

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

There are three broad types of corporate advertising-professional,peer-to-peer,and word of mouth.

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?

Corporate advertising is not always targeted at the consumer.

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)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.

A shoe manufacturing company makes the claim that it's shoes have environmental benefits,but this is questionable and not supported with facts or specifics; there is a possibility the company is doing a practice called greenwashing.

A car company had a scandal where its breaks were not always working.Then,their air bags didn't always deploy.Months later,a public relations consultant reviews this situation and how it was handled.To help the company better handle such situations in the future,the consultant should 

A car company is introducing a new truck.Its public relations team focuses on a feature story rather than a press release because the company can: 

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