Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 3

Watch the news on television, read a local news story, or access the Internet for a story about a local or national business. Was the report positive or negative toward the firm Did the news report or article affect your attitude toward the company Watch one of the many special investigative shows, such as 60 Minutes. What companies did it investigate If your firm was being featured, what would you do to counteract the bad press