There are six main objectives of public relations efforts. List any three and give an example by identifying a company that sells a product or service that you purchase.
Question 2Public 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.
Question 3An 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. One way to help firms implement a reactive public relations strategy, and prepare for possible negative publicity is to:
a. prepare a public relations audit.
b. promote goodwill.
c. prepare internal communications.
d. increase corporate advertising efforts.
Question 4Define the terms interpersonal abrasion and creative abrasion. Discuss the differences between the two, as well as the similarities. Give an example of each that might be found in the advertising workplace environment.
Question 5An 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. 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
Question 6What is meant by the term cognitive style? How has it been stereotyped into two polar opposites in creative environments like ad agencies? Explain how cognitive styles affect creative teams.
Question 7An 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. When publicity is positive it tends to:
a. carry heightened credibility.
b. create more skepticism.
c. create competition amongst brands.
d. polarize individuals within a company.
Question 8Explain the importance of collaborationcreating teams and encouraging teamworkin the creative advertising environment. Give three or four reasons why teams foster creativity in the real-life workplace of contemporary advertising. Consider ideas from The Wisdom of Teams by Katzenbach and Smith.
Question 9An 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. 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.
a. viral
b. publicity
c. influencer
d. buzz
Question 10With the help of concrete examples, describe the tensions that are routinely found between creatives and managers within agencies. Discuss why these are so commonly found in the world of advertising.
Question 11An 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. Which of the following factors contributes to the fact that we have entered a new era of public relations?
a. Increased media coverage of company advertising
b. Aggressive efforts to catch firms acting in an improper manner
c. Sophisticated and connected consumers who talk more about brands
d. Increased focus on public relations and its applications rather than other marketing processes
Question 12What are the core characteristics of great creative minds, as identified by Howard Gardner? Relate the characteristics with the positive and negative repercussions in the lives of people who demonstrate extreme levels of creativity.
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