Question 1

Scenario 18-2
A young man decides to become a mass producer of quality T-shirts.His small factory located in Oregon begins by promoting itself as hiring excellent seamstresses, offering a pleasant working environment, paying decent salaries, and, most importantly, giving the public an opportunity to buy clothing that is truly "made in America." The company eventually adds other clothing items, opens three brick-and-mortar retail stores in several large cities, and expands to online shopping.Over the years, the firm grows and prospers due to its reputation as an American manufacturer, a fair employer, and an opponent of the traditional view of "sweatshops." And along the way, it deals with a few public relations issues.
-(Scenario 18-2) The conflict passes, things settle down, and he goes on to build his business-knowing that a rash of bad publicity could have done him in early on, before he even got started.Now he knows that he is part of an industry with many questionable players.And he is aware that the chance of being associated with sweatshops, illegal hiring, or other unsavory aspects of business must be anticipated.In this way, he has

Accepted Answer

The young man's realization that he must anticipate the possibility of being associated with sweatshops, illegal hiring, or other unsavory aspects of business is an example of identifying vulnerabilities. Therefore, the best choice is D.

Question 2

Scenario 18-1
The giant brewing companies of the U.S.love to use public relations to keep their company names in the minds of Americans and to promote their many brands of beer and ale.Both traditional and innovative public relations activities-using both traditional and innovative media-help to promote a positive public image, create brand awareness, highlight the product line, and act as cost-effective ways to enhance the overall IBP campaign.And these brewers use a variety of objectives and tools that support the field of public relations.
-(Scenario 18-1) A public relations firm has designed a website for a large brewing company.It provides product information on all its brands, with a separate page for each, featuring the way that particular product was imagined, concocted, tested-and named.It offers a contest to name the new fall lager that will premiere later in the year.With this site, the company seems to have set its primary objective as

Accepted Answer

The website's primary objective is to promote the company's products and create brand awareness by providing product information and running a naming contest for a new fall lager.

Question 3

Scenario 18-3
For some years now, enterprising individuals have gotten their own ideas, forums, and entertainment programs out in front of the public with no help from big tech firms, media conglomerates, or ad agencies.They simply posted their creations on the Internet.It began with blogs, moved to podcasts, expanded to social networks, moved on to YouTube videos, and transferred to Twitter.And it just keeps going.Audience members can download these technological tidbits-text, visual, and audio formats-to their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the market.Eventually, public relations companies started getting into the act.
-(Scenario 18-3) An athletic supply manufacturer is about to launch a new sports sock made of an innovative fabric that cushions the foot, reduces impact, absorbs moisture, and supports high-intensity sports like no other.It creates short video spots and posts them on its home page, Facebook page, YouTube, and other sites for viewing and downloading.Since this tactic is generated by the company, intends to gain positive publicity, and hopes for free exposure of a new product, it works in much the same way that the more traditional ____ does.

Accepted Answer

Since the company is generating and distributing the content itself with the intention of gaining positive publicity and free exposure for a new product, this tactic works similarly to a press release, which is a more traditional way of sharing newsworthy information about a company or product with the media and the public. Both tactics aim to generate free media coverage and positive attention for the brand/product.

Question 4

Scenario 18-2
A young man decides to become a mass producer of quality T-shirts.His small factory located in Oregon begins by promoting itself as hiring excellent seamstresses, offering a pleasant working environment, paying decent salaries, and, most importantly, giving the public an opportunity to buy clothing that is truly "made in America." The company eventually adds other clothing items, opens three brick-and-mortar retail stores in several large cities, and expands to online shopping.Over the years, the firm grows and prospers due to its reputation as an American manufacturer, a fair employer, and an opponent of the traditional view of "sweatshops." And along the way, it deals with a few public relations issues.
-(Scenario 18-2) Shortly after this young man launches his business, a local newspaper runs a series of investigative reports on crowded, dimly lit, and unventilated sweatshops along the West Coast that hire illegal immigrants.His business is mentioned, though only in a list of firms that employ seamstresses, not in the list of those accused of wrongdoing.Still, he feels the need to write a letter to the editor as well as put out press releases to clarify his position and describe his business ethics.In public relations terms, what is he doing?

Accepted Answer

The young man is counteracting negative publicity by writing a letter to the editor and putting out press releases to clarify his position and describe his business ethics. He wants to distance his company from the negative associations with sweatshops and illegal labor practices mentioned in the investigative reports.

Question 5

Scenario 18-3
For some years now, enterprising individuals have gotten their own ideas, forums, and entertainment programs out in front of the public with no help from big tech firms, media conglomerates, or ad agencies.They simply posted their creations on the Internet.It began with blogs, moved to podcasts, expanded to social networks, moved on to YouTube videos, and transferred to Twitter.And it just keeps going.Audience members can download these technological tidbits-text, visual, and audio formats-to their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the market.Eventually, public relations companies started getting into the act.
-(Scenario 18-3) A medium-sized, family-owned organic farm in California packages its fresh produce and distributes it to grocers around the country.It is now rumored to be part of an e-coli outbreak that is attacking spinach grown at nearby farms.This is absolutely false, so the family acts fast by clarifying the situation through Twitter releases, blog responses, and announcements on its home page, as well as several more traditional tactics.This kind of activity focuses on problems to be solved rather than opportunities to be considered, and requires that a company take defensive measures.What is it?

Accepted Answer

This scenario describes a reactive public relations strategy, where the company is responding to a problem (e-coli outbreak rumors) rather than proactively seeking opportunities. The company is taking defensive measures to clarify the situation through various communication channels such as Twitter, blogs, and website announcements.

Question 6

Scenario 18-4
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 interestingly enough 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 retailers' stores and websites, and thousands of fans vowed they would never buy James' line of shoes ever again. Several months later, James began the process of repairing his public image. James, who endorses Nike products, came out with a controversial commercial some believe was intended to evoke sympathy. However, many others felt the commercial mocked the negative reaction expressed over "The Decision," and was intended to rebrand the star as a bit of a rebel. Either way, LeBron James appears to have a long way to go before he can once again be recognized as one of the most beloved players in the NBA.
-(Scenario 18-4) There are six primary objectives of public relations. Which of the following objectives did LeBron James' management team apparently do ineffectively?

Accepted Answer

LeBron James' management team apparently failed to effectively promote goodwill, as evidenced by the negative reactions from fans and criticism from the media after the "The Decision" broadcast. This damaged James' public image and brand, and resulted in negative publicity and consequences for his merchandise sales.

Question 7

Scenario 18-4
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 interestingly enough 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 retailers' stores and websites, and thousands of fans vowed they would never buy James' line of shoes ever again. Several months later, James began the process of repairing his public image. James, who endorses Nike products, came out with a controversial commercial some believe was intended to evoke sympathy. However, many others felt the commercial mocked the negative reaction expressed over "The Decision," and was intended to rebrand the star as a bit of a rebel. Either way, LeBron James appears to have a long way to go before he can once again be recognized as one of the most beloved players in the NBA.
-(Scenario 18-4) Judging by his recent apology and television commercial, LeBron James is apparently trying to repair his image. This is often referred to as

Accepted Answer

Damage control refers to the actions taken to mitigate the negative effects of a PR crisis on an individual or organization's public image. In this scenario, LeBron James is attempting to repair his public image after the negative fallout from "The Decision" and subsequent backlash.

Question 8

Scenario 18-3
For some years now, enterprising individuals have gotten their own ideas, forums, and entertainment programs out in front of the public with no help from big tech firms, media conglomerates, or ad agencies.They simply posted their creations on the Internet.It began with blogs, moved to podcasts, expanded to social networks, moved on to YouTube videos, and transferred to Twitter.And it just keeps going.Audience members can download these technological tidbits-text, visual, and audio formats-to their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the market.Eventually, public relations companies started getting into the act.
-(Scenario 18-3) A Midwest publisher launches a series of young adult books featuring witches, devils, and vampires.Several conservative church groups in Georgia, Alabama, and Mississippi stage protests and burn the books in videotaped media events, after which a number of nearby libraries ban the books.The publisher sets up a Facebook page to gather signatures in opposition of book-burning and book-banning and in support of free speech and free enterprise in a free society.It encourages visitors to put an emphasis on literacy, education, and open libraries.The publisher's Facebook page is a form of ____.

Accepted Answer

The publisher's Facebook page is a form of advocacy advertising, as it promotes a particular viewpoint and encourages visitors to support a cause (free speech and free enterprise in a free society).

Question 9

Scenario 18-2
A young man decides to become a mass producer of quality T-shirts.His small factory located in Oregon begins by promoting itself as hiring excellent seamstresses, offering a pleasant working environment, paying decent salaries, and, most importantly, giving the public an opportunity to buy clothing that is truly "made in America." The company eventually adds other clothing items, opens three brick-and-mortar retail stores in several large cities, and expands to online shopping.Over the years, the firm grows and prospers due to its reputation as an American manufacturer, a fair employer, and an opponent of the traditional view of "sweatshops." And along the way, it deals with a few public relations issues.
-(Scenario 18-2) He feels he did a good job in his series of press releases about the positive aspects of his company.However, he is aware that press releases have their limitations.He knows that they

Accepted Answer

Press releases can be edited, misconstrued, delayed, or not run at all by media organizations. While press releases can be useful for promoting positive news, they may not effectively combat negative information. Additionally, they may not be the best method for communicating information externally, as they are intended to be distributed to media organizations rather than the general public.

Question 10

In the early 1990s, Jacquelyn Ottman wrote a book that predicted a new marketing revolution, which didn't really occur at the time, but is growing and becoming quite popular now.What is it?

Accepted Answer

The book predicted a new marketing revolution called "green marketing," which promotes environmentally friendly products and practices. While it may not have taken off in the early 1990s, it has become more popular in recent years as consumers become more environmentally conscious.

Question 11

Scenario 18-1
The giant brewing companies of the U.S.love to use public relations to keep their company names in the minds of Americans and to promote their many brands of beer and ale.Both traditional and innovative public relations activities-using both traditional and innovative media-help to promote a positive public image, create brand awareness, highlight the product line, and act as cost-effective ways to enhance the overall IBP campaign.And these brewers use a variety of objectives and tools that support the field of public relations.
-(Scenario 18-1) One beer producer has sent the press an expensive, attractive, eight-page press release that explains the organization's new educational program on the dangers of teenage drinking.The disadvantage of this approach is it

Accepted Answer

While sending an expensive and attractive eight-page press release to the press to explain a new educational program on the dangers of teenage drinking may seem like a good idea, the disadvantage of this approach is that it provides little control over how and when the final story will run. Press releases are not guaranteed to be picked up by the media, and if they are, the media has the final say in how the story is presented. This lack of control can be a risk factor in using press releases as a public relations tool.

Question 12

Scenario 18-3
For some years now, enterprising individuals have gotten their own ideas, forums, and entertainment programs out in front of the public with no help from big tech firms, media conglomerates, or ad agencies.They simply posted their creations on the Internet.It began with blogs, moved to podcasts, expanded to social networks, moved on to YouTube videos, and transferred to Twitter.And it just keeps going.Audience members can download these technological tidbits-text, visual, and audio formats-to their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the market.Eventually, public relations companies started getting into the act.
-(Scenario 18-3) A high-tech firm creates special effects and computer-generated content for Hollywood movies.Its PR people prepare intriguing 60-second videos about its role in three blockbuster action movies released this year and posts them on YouTube.The firm is using a type of ____ aimed at the movie trade as well as consumers.

Accepted Answer

The high-tech firm is using buzz marketing to promote its special effects and computer-generated content for Hollywood movies. By creating intriguing 60-second videos about its role in three blockbuster action movies released this year and posting them on YouTube, the firm aims to generate buzz and interest among movie trade professionals as well as consumers. Buzz marketing relies on word-of-mouth and viral marketing techniques to create excitement and interest around a product or service.

Question 13

Scenario 18-1
The giant brewing companies of the U.S.love to use public relations to keep their company names in the minds of Americans and to promote their many brands of beer and ale.Both traditional and innovative public relations activities-using both traditional and innovative media-help to promote a positive public image, create brand awareness, highlight the product line, and act as cost-effective ways to enhance the overall IBP campaign.And these brewers use a variety of objectives and tools that support the field of public relations.
-(Scenario 18-1) The brewing company with the interactive website full of facts and games is moving beyond the Web and into the community.It sends stories to media outlets announcing that all the fun on its website will continue at its beer gardens to be set up at summer and fall festivals around the country, featuring more games, puzzles, and trivia contests.Which two PR tools is the company using here?

Accepted Answer

The company is using a press release (sending stories to media outlets announcing the beer gardens at festivals) and a sponsored event (setting up beer gardens with games, puzzles, and trivia contests).

Question 14

Scenario 18-2
A young man decides to become a mass producer of quality T-shirts.His small factory located in Oregon begins by promoting itself as hiring excellent seamstresses, offering a pleasant working environment, paying decent salaries, and, most importantly, giving the public an opportunity to buy clothing that is truly "made in America." The company eventually adds other clothing items, opens three brick-and-mortar retail stores in several large cities, and expands to online shopping.Over the years, the firm grows and prospers due to its reputation as an American manufacturer, a fair employer, and an opponent of the traditional view of "sweatshops." And along the way, it deals with a few public relations issues.
-(Scenario 18-2) After 35 years, he looks back to his beginnings.He had little money for a public relations agency early on, so he had to create carefully worded messages and strategically placed ads that got the public to perceive the business as a whole in a very positive light.In essence, he was using a type of

Accepted Answer

The young man's strategy of creating carefully worded messages and strategically placed ads to promote his company's positive image is an example of corporate advertising. Corporate advertising is a form of marketing communication that focuses on promoting a company's image, values, and reputation, rather than promoting specific products or services. In this case, the young man was promoting his company as a fair employer and an opponent of sweatshops, which helped to create a positive image of the brand in the eyes of the public.

Question 15

The text points out that the Internet has changed the game in the world of green marketing in one very specific way.What is it?

Accepted Answer

The text specifically states that the Internet has led to an increase in "greenwashing," which refers to businesses making false claims about their environmental practices. This suggests that the Internet has exposed more businesses for making phony "green claims."

Question 16

Scenario 18-2
A young man decides to become a mass producer of quality T-shirts.His small factory located in Oregon begins by promoting itself as hiring excellent seamstresses, offering a pleasant working environment, paying decent salaries, and, most importantly, giving the public an opportunity to buy clothing that is truly "made in America." The company eventually adds other clothing items, opens three brick-and-mortar retail stores in several large cities, and expands to online shopping.Over the years, the firm grows and prospers due to its reputation as an American manufacturer, a fair employer, and an opponent of the traditional view of "sweatshops." And along the way, it deals with a few public relations issues.
-(Scenario 18-2) Over the years, he has learned that positive word-of-mouth advertising helps.He now enlists the testimony of seamstresses who have been with him for years, customers who won't buy any casual clothing but his, and even high-end designers who praise his business integrity and product quality.What is he involved in now?

Accepted Answer

The young man is utilizing the testimony of satisfied employees and customers, as well as high-end designers, to influence others to choose his brand. This is an example of influencer marketing.

Question 17

Scenario 18-1
The giant brewing companies of the U.S.love to use public relations to keep their company names in the minds of Americans and to promote their many brands of beer and ale.Both traditional and innovative public relations activities-using both traditional and innovative media-help to promote a positive public image, create brand awareness, highlight the product line, and act as cost-effective ways to enhance the overall IBP campaign.And these brewers use a variety of objectives and tools that support the field of public relations.
-(Scenario 18-1) The manager of a Milwaukee brewing plant notices employees passing a paper around that everyone reads.He later sees a similar paper circulating around the break room.He asks to see it, and finds that it's a copy of a news article on projected plant closings in Milwaukee in the near future.He sees the need for a public relations response.What would be its main objective?

Accepted Answer

The answer of Scenario 18-1
The giant brewing companies of the...

Question 18

Scenario 18-1
The giant brewing companies of the U.S.love to use public relations to keep their company names in the minds of Americans and to promote their many brands of beer and ale.Both traditional and innovative public relations activities-using both traditional and innovative media-help to promote a positive public image, create brand awareness, highlight the product line, and act as cost-effective ways to enhance the overall IBP campaign.And these brewers use a variety of objectives and tools that support the field of public relations.
-(Scenario 18-1) A large brewing company has its public relations staff create an interactive website aimed at men and women in their 20s and early 30s.It offers interesting facts about the history of beer, the making of beer, the definition of various brewing terms, the difference between hops and malt, etc.It includes silly games like crossword puzzles, word jumbles, and trivia contests, all of course related to beer.The objective of these types of PR initiatives is to

Accepted Answer

The objective of creating an interactive website with information about the history of beer, making beer, and related games is to promote goodwill towards beer drinkers. This type of public relations initiative is aimed at creating a positive image of the brewing company and its products among the target audience of men and women in their 20s and early 30s. It is not focused on countering negative publicity, disseminating internal information, or lobbying politicians.

Question 19

Scenario 18-3
For some years now, enterprising individuals have gotten their own ideas, forums, and entertainment programs out in front of the public with no help from big tech firms, media conglomerates, or ad agencies.They simply posted their creations on the Internet.It began with blogs, moved to podcasts, expanded to social networks, moved on to YouTube videos, and transferred to Twitter.And it just keeps going.Audience members can download these technological tidbits-text, visual, and audio formats-to their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the market.Eventually, public relations companies started getting into the act.
-(Scenario 18-3) The makers of a well-known Tennessee whiskey release a very funny three-minute video on their website.It gradually gets noticed and downloaded and emailed to friends and family by loyal consumers, and then by people who just want to share a funny video.With very little effort, the word gets out and people are talking about this old-fashioned brand in a new way.The company is benefiting from the success of

Accepted Answer

The scenario describes the video going viral, which is a hallmark of viral marketing. The company is benefiting from the success of this form of marketing without the assistance of big tech firms, media conglomerates, or ad agencies.

Question 20

Scenario 18-4
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 interestingly enough 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 retailers' stores and websites, and thousands of fans vowed they would never buy James' line of shoes ever again. Several months later, James began the process of repairing his public image. James, who endorses Nike products, came out with a controversial commercial some believe was intended to evoke sympathy. However, many others felt the commercial mocked the negative reaction expressed over "The Decision," and was intended to rebrand the star as a bit of a rebel. Either way, LeBron James appears to have a long way to go before he can once again be recognized as one of the most beloved players in the NBA.
-(Scenario 18-4) This is an unfortunate case of negative public relations. According to the text, what is the classic role of public relations?

Accepted Answer

The classic role of public relations is to foster goodwill between a firm (or in this case, a celebrity) and its many constituent groups, which includes fans, critics, retailers, and others involved in the industry. The goal is to create a positive public image and maintain it, even in times of crisis or negative publicity. In this scenario, LeBron James' PR failed to foster goodwill and instead caused damage to his public image and brand.

Quiz 18: Public Relations, Influencer Marketing, and Corporate Advertising

In the early 1990s, Jacquelyn Ottman wrote a book that predicted a new marketing revolution, which didn't really occur at the time, but is growing and becoming quite popular now.What is it?

The text points out that the Internet has changed the game in the world of green marketing in one very specific way.What is it?