In the summer of 2010, basketball star LeBron James found himself in the middle of a PR nightmare when he decided to turn his decision regarding his future team into an hour-long spot on ESPN, which was entitled, The Decision.. Almost immediately, fans and critics alike began to express their distaste for the way the multi- millionaire handled the situation. Many fans' opinions of the star were greatly altered and James' positive public image appeared to be shattered. Perhaps, even worse than the damage to his image, the Lebron James brand began to take a hit when his jerseys were pulled from many stores and websites, and thousands of fans vowed they would never buy James' line of shoes ever again. Several months later, James began repairing his public image. James, who endorses Nike products, came out with a controversial commercial that was believed to evoke sympathy. However, many others felt the commercial mocked the negative reaction expressed over The Decision, and was intended to re-brand the star as a rebel. Either way, LeBron James has a long way to go before he can re-again his title as one of the most beloved players in the NBA. LeBron James was widely criticized for his decision because he refused to attend a traditional press conference. Press conferences are often a good way to announce important decisions, scientific breakthroughs, and new product details because they:
a. offer a chance to see that an organization is dedicated to supporting its community.
b. use a news format to present salient information.
c. offer a single journalist exclusive rights to the information.
d. ensure that a company gets the appropriate amount of publicity following their announcement.
Question 2The Optima Bike Company manufactures broad-tire, three-wheeled, and two-wheeled bicycles mostly for the retirement market. Its primary market is seniors, usually those who live in retirement communities where there are clearly designated and safe bike paths. Seniorsand especially the younger baby boomerslike these recreational vehicles because they are easy and safe to ride. The company has had some early successes in Florida, Arizona, and California, where such communities began. Optima now wants to expand to other retirement enclaves. It has learned from two well-conducted consumer research studies that the main way that male retirees buy the Optima line is through the urging of wives who want to exercise in some way other than playing golf.
Optima decides to engage an ad agency to capitalize on this consumer insight and promote its bikes to newer golf communities. It asks two agencies to pitch for its business and gives each a meeting in which it conveys the information above.
Alpha Agency is based in Miami and insists that its creative team is best suited to promote Optima. Its managers tell the prospective client that this team is well versed in advanced animation techniques and can dramatize the features of Optima's two- and three-wheeled bikes in a dynamic way. They'll focus on how fast they can go and how they can transform the ride into an adventurethis has worked in other ads, and this will appeal to the male consumers who need to be lured away from the golf course. Following this initial display of product prowess, they suggest a campaign that demonstrates how the bikes can be customized to be more comfortable and attractive for the ladies, including pink seat options. They finish by asking whether the brand name can be changed to something more exciting..
Beta Agency is based in Los Angeles and promises to serve as Optima's branding partner. It asserts that its creative philosophy is centered on long-term brand building. Its managers propose that they will develop the right message by applying the research-based consumer insight that women want to use the bikes to entice their husbands to leave the golf course once in a while. They suggest that their successful work in building regional appreciation for brands, such as Sea-Doo water vehicles and Ski-Doo snowmobiles, indicates their prowess in branding similar but not directly competitive brands. They emphasize the difference that Optima offers in the recreational-ride category, and the consumer targets that differ from other brands. They close by complimenting this prospective client on how appropriate the brand name is, given its customer base and likely target consumer.
As often happens in new client-agency relationships, Beta Agency and Optima Bike Company conduct a joint brainstorming session prior to finalizing the IBP campaign strategy. Sam Spokes, head engineer and designer for Optima, interrupts the session frequently, refuting agency staffers' spontaneous suggestions that women love bikes, a bike is like a golf club, and the bike will sell itself. He also labels them as uninformed about various technical aspects of the bicycle mechanisms. How has the behavior of Spokes influenced the brainstorming session?
a. Positively, by winnowing out the bad campaign ideas from the good ones
b. Negatively, by diminishing its purpose in inhibiting others from offering ideas freely
c. Positively, by pointing out important aspects of product design and showing expertise
d. Neutrally, by making irrelevant and immaterial comments
Question 3In the summer of 2010, basketball star LeBron James found himself in the middle of a PR nightmare when he decided to turn his decision regarding his future team into an hour-long spot on ESPN, which was entitled, The Decision.. Almost immediately, fans and critics alike began to express their distaste for the way the multi- millionaire handled the situation. Many fans' opinions of the star were greatly altered and James' positive public image appeared to be shattered. Perhaps, even worse than the damage to his image, the Lebron James brand began to take a hit when his jerseys were pulled from many stores and websites, and thousands of fans vowed they would never buy James' line of shoes ever again. Several months later, James began repairing his public image. James, who endorses Nike products, came out with a controversial commercial that was believed to evoke sympathy. However, many others felt the commercial mocked the negative reaction expressed over The Decision, and was intended to re-brand the star as a rebel. Either way, LeBron James has a long way to go before he can re-again his title as one of the most beloved players in the NBA. One reason LeBron James and his team did not expect such negative backlash following The Decision was because he donated the 3 million generated by the television spot to a number of children's charities. Although it may not have been effective in this instance, through this sponsorship; James and his team hoped to:
a. completely erase any negative public image.
b. increase the sales for his company.
c. give positive visibility to his brand.
d. leverage their investment and attract future sponsors.
Question 4The Optima Bike Company manufactures broad-tire, three-wheeled, and two-wheeled bicycles mostly for the retirement market. Its primary market is seniors, usually those who live in retirement communities where there are clearly designated and safe bike paths. Seniorsand especially the younger baby boomerslike these recreational vehicles because they are easy and safe to ride. The company has had some early successes in Florida, Arizona, and California, where such communities began. Optima now wants to expand to other retirement enclaves. It has learned from two well-conducted consumer research studies that the main way that male retirees buy the Optima line is through the urging of wives who want to exercise in some way other than playing golf.
Optima decides to engage an ad agency to capitalize on this consumer insight and promote its bikes to newer golf communities. It asks two agencies to pitch for its business and gives each a meeting in which it conveys the information above.
Alpha Agency is based in Miami and insists that its creative team is best suited to promote Optima. Its managers tell the prospective client that this team is well versed in advanced animation techniques and can dramatize the features of Optima's two- and three-wheeled bikes in a dynamic way. They'll focus on how fast they can go and how they can transform the ride into an adventurethis has worked in other ads, and this will appeal to the male consumers who need to be lured away from the golf course. Following this initial display of product prowess, they suggest a campaign that demonstrates how the bikes can be customized to be more comfortable and attractive for the ladies, including pink seat options. They finish by asking whether the brand name can be changed to something more exciting..
Beta Agency is based in Los Angeles and promises to serve as Optima's branding partner. It asserts that its creative philosophy is centered on long-term brand building. Its managers propose that they will develop the right message by applying the research-based consumer insight that women want to use the bikes to entice their husbands to leave the golf course once in a while. They suggest that their successful work in building regional appreciation for brands, such as Sea-Doo water vehicles and Ski-Doo snowmobiles, indicates their prowess in branding similar but not directly competitive brands. They emphasize the difference that Optima offers in the recreational-ride category, and the consumer targets that differ from other brands. They close by complimenting this prospective client on how appropriate the brand name is, given its customer base and likely target consumer.
Once Optima managers have engaged Beta Agency to do their IBP work, how will they ensure that
their hopes for a great campaignand partnershipwill become reality?
a. By writing specific creative team members into the contract
b. By asking that Beta check daily with the brand manager for Optima
c. By beginning work with the account executive at Beta to write a creative brief
d. By setting up a meeting for the CEO of Beta and the CEO of Optima
Question 5In the summer of 2010, basketball star LeBron James found himself in the middle of a PR nightmare when he decided to turn his decision regarding his future team into an hour-long spot on ESPN, which was entitled, The Decision.. Almost immediately, fans and critics alike began to express their distaste for the way the multi- millionaire handled the situation. Many fans' opinions of the star were greatly altered and James' positive public image appeared to be shattered. Perhaps, even worse than the damage to his image, the Lebron James brand began to take a hit when his jerseys were pulled from many stores and websites, and thousands of fans vowed they would never buy James' line of shoes ever again. Several months later, James began repairing his public image. James, who endorses Nike products, came out with a controversial commercial that was believed to evoke sympathy. However, many others felt the commercial mocked the negative reaction expressed over The Decision, and was intended to re-brand the star as a rebel. Either way, LeBron James has a long way to go before he can re-again his title as one of the most beloved players in the NBA. Judging by his recent apology and television commercial, LeBron James is apparently trying to repair his image. This effort is known as:
a. damage control.
b. situation analysis.
c. proactive strategy.
d. public relations audit.
Question 6The Optima Bike Company manufactures broad-tire, three-wheeled, and two-wheeled bicycles mostly for the retirement market. Its primary market is seniors, usually those who live in retirement communities where there are clearly designated and safe bike paths. Seniorsand especially the younger baby boomerslike these recreational vehicles because they are easy and safe to ride. The company has had some early successes in Florida, Arizona, and California, where such communities began. Optima now wants to expand to other retirement enclaves. It has learned from two well-conducted consumer research studies that the main way that male retirees buy the Optima line is through the urging of wives who want to exercise in some way other than playing golf.
Optima decides to engage an ad agency to capitalize on this consumer insight and promote its bikes to newer golf communities. It asks two agencies to pitch for its business and gives each a meeting in which it conveys the information above.
Alpha Agency is based in Miami and insists that its creative team is best suited to promote Optima. Its managers tell the prospective client that this team is well versed in advanced animation techniques and can dramatize the features of Optima's two- and three-wheeled bikes in a dynamic way. They'll focus on how fast they can go and how they can transform the ride into an adventurethis has worked in other ads, and this will appeal to the male consumers who need to be lured away from the golf course. Following this initial display of product prowess, they suggest a campaign that demonstrates how the bikes can be customized to be more comfortable and attractive for the ladies, including pink seat options. They finish by asking whether the brand name can be changed to something more exciting..
Beta Agency is based in Los Angeles and promises to serve as Optima's branding partner. It asserts that its creative philosophy is centered on long-term brand building. Its managers propose that they will develop the right message by applying the research-based consumer insight that women want to use the bikes to entice their husbands to leave the golf course once in a while. They suggest that their successful work in building regional appreciation for brands, such as Sea-Doo water vehicles and Ski-Doo snowmobiles, indicates their prowess in branding similar but not directly competitive brands. They emphasize the difference that Optima offers in the recreational-ride category, and the consumer targets that differ from other brands. They close by complimenting this prospective client on how appropriate the brand name is, given its customer base and likely target consumer.
Which of the following is one critical item of information that Optima's brand manager should expect
to see on the final creative brief to diminish conflicts in the future?
a. The creative team should avoid animation and cartoon graphics
b. The ad should be likeable without pushing for a particular belief about the brand
c. The music for the campaign should be oldies rock
d. The goal should be reaching the wives of retirees who play golf
Question 7In the summer of 2010, basketball star LeBron James found himself in the middle of a PR nightmare when he decided to turn his decision regarding his future team into an hour-long spot on ESPN, which was entitled, The Decision.. Almost immediately, fans and critics alike began to express their distaste for the way the multi- millionaire handled the situation. Many fans' opinions of the star were greatly altered and James' positive public image appeared to be shattered. Perhaps, even worse than the damage to his image, the Lebron James brand began to take a hit when his jerseys were pulled from many stores and websites, and thousands of fans vowed they would never buy James' line of shoes ever again. Several months later, James began repairing his public image. James, who endorses Nike products, came out with a controversial commercial that was believed to evoke sympathy. However, many others felt the commercial mocked the negative reaction expressed over The Decision, and was intended to re-brand the star as a rebel. Either way, LeBron James has a long way to go before he can re-again his title as one of the most beloved players in the NBA. There are six primary objectives of public relations. Which of the following objectives were
ineffectively portrayed by LeBron James' management team?
a. Promoting goodwill
b. Lobbying
c. Preparing a program rationale
d. Giving advice and counsel
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