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Unformatted text preview: such as Thanksgiving, Christmas, and back-to-school.
4. SEASONAL MEDIA SCHEDULE. This schedule is for products that are used more during
certain times of the year. Examples: cough syrup, sunscreen, wood-burning stoves, wood for
wood-burning stoves, and holiday decorations.
KEY: CB&E Model Promotion
10. What is public relations? What is publicity?
ANS: OBJ: 17-4 TOP: AACSB MSC: BLOOMS Synthesis Public relations is the element in the promotional mix that evaluates public attitudes, identifies
issues that may elicit public concern, and executes programs to gain public understanding and
acceptance. Public relations is a vital link in a progressive company’s marketing communications
mix. The outcome of public relations is publicity––the effort to capture media attention. Public
relations and publicity may serve to boost new product introduction and to position or reposition
mature products. The two terms are often confused, but publicity is simply one of several public
KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB MSC: BLOOMS Synthesis 11. List and briefly describe five of the many functions commonly performed by public relations
PRESS RELATIONS. Placing newsworthy information in the news media to attract attention to a
product, a service, or a person associated with the firm or institution.
PRODUCT PUBLICITY. Publicizing specific products or services.
CORPORATE COMMUNICATION. Creating internal and external messages to promote a
positive image of the firm or institution.
PUBLIC AFFAIRS. Building and maintaining national or local community relations.
LOBBYING. Influencing legislators and government officials to promote or defeat legislation
EMPLOYEE AND INVESTOR RELATIONS. Maintaining positive relationships with
employees, shareholders, and others in the financial community.
CRISIS MANAGEMENT. Responding to unfavorable publicity or a negative event.
KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB MSC: BLOOMS Synthesis 12. What is cause-related marketing? Describe an example of this public relations tool other than
those given in the chapter.
Cause-related marketing is a special type of sponsorship involving the association of a for-profit
company and a nonprofit organization. Through the sponsorship, the company’s product or
service is promoted, and money is raised for the nonprofit. In a common type of cause-related
sponsorship, a company agrees to donate a percentage of the purchase price of a product to a
charity, but some arrangements are more complex. Students’ examples will vary.
KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB MSC: BLOOMS Synthesis 13. A national chain of restaurants was accused of discriminating against African American
customers. As the director of public relations for this chain, describe the public relations tool you
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- Fall '13