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products have a little Box Top coupon on the package. Families buy the products and schools
collect the coupons to redeem for money for the school. This is an example of:
Cause-related marketing involves the association of a for-profit company with a nonprofit
KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Application 130. How do public relations professionals use Internet Web sites?
To introduce new products
To promote existing products
To obtain consumer feedback
To showcase upcoming events
To do all of these things
Companies increasingly are using the Internet in their public relations, and it is used for all of these reasons.
KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Comprehension 131. _____ is used by public relations spets to handle the effects of unfavorable publicity.
Crisis management is the coordinated effort to handle the effects of unfavorable publicity or of
another unexpected unfavorable event.
KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Knowledge 132. A newspaper article revealed that hazardous waste buried in an on-site landfill at a paper
manufacturer was leaking into the local water supply. Even though the company quickly stopped
the leak and paid for an additional water purification system for the town, it still received some
very negative publicity. The company should have:
begun a pulsing advertising campaign
implemented its crisis management plan
used an ad campaign based on a fear appeal
done nothing until the actual damage levels
ignored the publicity and assumed it would go
Crisis management is used to handle the effects of unfavorable publicity.
KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Application LeBlanc’s Pecan Company
Betty and Orville LeBlanc recently opened LeBlanc’s Pecan Company retail store. In addition to
shelled and unshelled pecans, the Texas store sells pecan pies, tortes, fruitcakes, fudge, pralines,
chocolate pecan bark, homemade pecan ice cream toppings, and jams and jellies. At this time,
there are no other stores of this type in the Houston area. The LeBlancs are considering
developing an advertising campaign for their store, focusing on its wide assortment of pecanrelated products. Orville LeBlanc has drawn up a list of communication tasks the advertising
must accomplish. He used the DAGMAR approach to draw up this list.
133. Refer to LeBlanc’s Pecan Company. The new campaign for the store is designed to stimulate demand for the LeBlanc’s new store, given that the store is in the...
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This document was uploaded on 09/29/2013.
- Fall '13