Question 1

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) Which of the following factors contributes to the fact that we have entered a new era of public relations?

Accepted Answer

The scenario suggests that a new era of public relations has been brought about by "sophisticated and connected consumers who talk more about brands." This implies that consumers are more aware of brands and have a greater ability to share their opinions with others through social media and other platforms, making public relations more important than ever before. The other answer choices are not mentioned in the scenario as significant factors contributing to this new era of public relations.

Question 2

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) When publicity is positive it tends to:

Accepted Answer

The article states that positive publicity carries heightened credibility.

Question 3

Public relations is the one tool that can accomplish a tough and often unpleasant task of damage control for a company.Explain and give at least two real-life examples of this process.

Accepted Answer

The answer of Public relations is the one tool that...

Question 4

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?

Accepted Answer

The answer of What has led to the growth and...

Question 5

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

Accepted Answer

The answer of Describe the objectives and features of influencer...

Question 6

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) 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.

Accepted Answer

Developing a proactive public relations strategy involves anticipating potential negative issues and taking steps to prevent them from arising, while also actively seeking opportunities to generate positive publicity. This is the most effective way to avoid negative publicity altogether. Reactive strategies involve responding to negative situations as they arise, while damage-control strategies involve mitigating the effects of negative publicity after it has occurred. Situational strategies involve tailoring the public relations approach to the specific circumstances of a particular situation. While all of these strategies can be effective in different contexts, proactive strategies are generally seen as the most desirable for preventing negative publicity.

Question 7

What common goal does corporate image advertising, advocacy advertising, and cause-related advertising share?
Outline the unique features of each of these types of corporate advertising.

Accepted Answer

The answer of What common goal does corporate image advertising,...

Question 8

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.

Accepted Answer

The concept of creating an event or experience that yields casual conversations which include the brand is referred to as buzz.

Question 9

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

Accepted Answer

A public relations audit helps firms to assess the effectiveness of their current public relations efforts and identify areas for improvement. By conducting regular audits, firms can proactively evaluate their communications strategies and identify potential issues that may lead to negative publicity. This can help them to prepare and respond to any negative publicity in a timely and effective manner. Promoting goodwill, preparing internal communications, and increasing corporate advertising efforts are all important public relations strategies, but they may not specifically address the need to prepare for negative publicity.

Quiz 18: Public Relations Influencer Marketing and Corporate Advertising

Public relations is the one tool that can accomplish a tough and often unpleasant task of damage control for a company.Explain and give at least two real-life examples of this process.

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?

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

What common goal does corporate image advertising, advocacy advertising, and cause-related advertising share? Outline the unique features of each of these types of corporate advertising.