Compared to a proactive strategy, a reactive strategy is more difficult for public
relations staff to organize and prepare. Why is this?
a. because it cannot use input supplied by the audit
b. because it is triggered by events that are unpredictable
c. because it must identify the content, rationale, and vehicles related to the overall
message
d. because it does not originate inside the organization
Public relations has been around for a long time. An early version of influencer
marketing involved a technique still used today. It was very big in the 1800s, when P.T.
Barnum got people talking by
a. funding events for charity organizations.
b. setting up publicity stunts.
c. holding the first press conferences.
d. hiring people to talk about his business.
Compared to other influencers, professional influencers are usually
a. paid more by companies to push their products.
b. in need of hard data or clinical study results before supporting a brand.
c. dependent upon their social groups for their marketing success.
d. easier to recruit for marketing efforts.
(Scenario 16-2) HollywoodBranding is a new promotions company formed by three
former ad execs who had illustrious careers in large multi-service advertising agencies.
Over their years in account management and creative work, they developed close ties
with a number of Hollywood movers and shakers. Consequently, they feel poised to
respond to the business world’s growing desire for branded entertainment. But they are
aware that they need to continually fight their “old school” ways of thinking about
branding, forged in years of working solely with traditional media.
A young media expert is hired by HollywoodBranding. He went to college with a bright
girl who now does all the marketing for her family’s business, a well-established cookie
manufacturer with strong national distribution. Her grandparents and parents have run
the same facility in St. Louis, have provided virtually the same products, and have run
the same types of ads over the decades, seeing slow but steady growth. On impulse, he
calls to pitch a branded entertainment idea to her family. He should be sure to let them
know that branded entertainment
a. is not much different from placing ads with traditional media.
b. has been proven to consistently deliver higher brand exposure than other forms of
media.
c. can take new and unpredictable paths.
d. represents one of the most conservative and dependable options available today.
(Scenario 16-1) MakeWaves is a promotional company with a website that offers the
opportunity to sponsor a yacht in Grand Prix yacht racing. Commercial sponsors of the
WaveRunner yacht can buy space for logos and graphics on the WaveRunner‘s sails,
hulls, crew member uniforms, and trailer. For enough sponsorship money, the
WaveRunner will even change its name to better fit the sponsor. The WaveRunner is
scheduled to compete in five Grand Prix yacht-racing events every year. MakeWaves
claims on its website that sponsoring the WaveRunner in a race could result in millions
of impressions in sailing magazines and newspapers as well as on broadcast media, and
offers specific calculations to those who inquire.
Any company that hears about the WaveRunner and decides on sponsorship for the first
time will be in good company. Specifically, it will be following in the footsteps of one
of the world’s foremost old-school advertisers that, despite bankruptcy and realignment,
remains aggressive in event sponsorship, often involving its vehicles. Who is this?
a. Volkswagen
b. Hyundai
c. General Motors
d. Jeep
The ways in which the creative objectives will be accomplished are described in the
a. copy strategy section.
b. build-up analysis.
c. objective-and-task method.
d. media plan.
Ocean Waves Resorts wants to purchase land and construct a resort hotel on the
shorefront in San Clemente next to the Nixon retreat. Ocean Waves would also like to
construct a golf course on the property and needs help with understanding local
regulations, zoning restrictions, and especially political relationships. What kind of
company should Ocean Waves hire to assist with the project?
a. a consulting firm
b. a creative boutique
c. a sports marketing company
d. a wholesale company
El Sol sunglasses were designed by an avant-garde artist. She said there were no
sunglasses out there that she would wear, so she had to design her own. Her sunglasses
were worn by a whacked-out bad guy in a blockbuster movie and, because of this, have
acquired a cult following among young teens. Print advertisements are visually
sparse-nothing more than a still shot from the movie and a logo for the brand.Eyewake
sunglasses were designed by an optician after he realized that conventional sunglasses
allowed in certain types of light that promoted eye fatigue. He made 1,000 of his
sunglasses and gave 100 of them away to friends and acquaintances. After trying them
out for awhile, several of them told him that they really liked them when they had to
drive for extended lengths of time. He placed an ad in the back of a tourism magazine,
extolling the safety benefit of driving with eyes that weren’t fatigued. He promptly sold
all of his remaining glasses.Kushyspecs sunglasses were developed after research
revealed that a small group of people didn’t like wearing sunglasses because most
sunglasses left pinch marks on their noses. The company that performed the research
developed sunglasses with a soft, cushiony nose piece. Advertisements for Kushyspecs
feature the headline “The mark of a good pair of sunglasses is no mark at all.”Which of
these brands attempts to reach a market segment through product placement?
a. El Sol and Eyewake
b. Eyewake and Kushyspecs
c. Kushyspecs
d. El Sol
The biggest concern over the future of behavioral targeting involves its growing ability
to
a. tap into confidential credit card databanks.
b. jam global traffic with billions of unwanted emails.
c. hack into sensitive government websites.
d. track a person’s moves on the Internet.
(Scenario 18-5) 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 an article 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 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 lower 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 their 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)
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. reactive
b. damage-control
c. proactive
d. situational
In many ways, television was simply made for advertising-it is everywhere. But
because of that presence, it often acts as mere background and tends to be ignored.
Creative boutiques are often referred to as “idea factories.”
Though some are legitimate, many criticisms of advertising prove to be uninformed and
simplistic, based on emotion rather than fact, and ignoring complex social and legal
factors.
An ad agency has just won a new account that wants to begin by focusing on television
commercials, and then later possibly branch into print and Internet ads. The agency’s
account executive, media planner, and account planner meet with the advertisers’ team
to review advertising options offered by various television formats. What are the four
categories of basic television (excluding new and emerging formats such as Web TV
and interactive TV)? What kinds of options does each offer an advertiser?
STP marketing includes three factors-identifying, positioning, and informing.
One advantage of sales promotion is that it breaks through the media clutter.
Friendly Car Wash offers a deal in which customers who have bought nine car washes
over the last year get the tenth one free. This is an example of a sampling program to
stimulate repeat purchases.