Chapter 18

Question 1

public relations

Answer 1

2 views (counter negative, pro postive)
Damage control-main objective

PR goal is to gain as much control over the process as possible. By using tools such as press releases, feature stories, company newsletters, press conferences, and publicity, PR accomplishes the objectives of promoting goodwill, damage control and establishment of relationship with constituents

Question 2

tools of public relations

Answer 2

press conference, social media approach

Question 3

What are the basic Public Relations strategies?

Answer 3

On the other hand, companies pursue a reactive PR strategy when PR activities take the form of damage control. Companies can be prepared to quickly react to hostile publicity by acquiring an understanding of their inherent vulnerabilities.

Question 4

What are the objectives and tactics used in influencer marketing programs?

Answer 4

Professional programs and peer to peer

Influencer marketing programs refer to tools directed to drive positive word of mouth about a brand. These programs can be classified into professional and peer-to-peer programs. In professional programs, health care professionals, veterinarians, and hair stylists have the credibility to influence product choices. In peer-to-peer programs, connectors and social media are the focal point. Read chapter 18 sections:

Question 5

Corporate Advertising

Answer 5

form of preserving the image, what the company does good for the society. Green advertising etc.
Scope, objectives, types

Question 6

public relations

Answer 6

A marketing and management function that focuses on communications that foster goodwill between a firm and its many constituent groups.

Question 7

publicity

Answer 7

Unpaid-for media exposure about a firm’s activities or its products and services.

Question 8

proactive public relations strategy

Answer 8

A public relations strategy that is dictated by marketing objectives, seeks to publicize a company and its brands, and is offensive in spirit rather than defensive.

Question 9

reactive public relations strategy

Answer 9

A public relations strategy that is dictated by influences outside the control of a company, focuses on problems to be solved rather than opportunities, and requires defensive rathen than offensive measures.

Question 10

influencer marketing

Answer 10

A series of personalized marketing techniques directed at individuals or groups who have the credibility and capability to drive positive word of mouth in a broader and salient segment of the population.

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Question 11

corporate advertising

Answer 11

Advertising intended to establish a favorable attitude toward a company as a whole, not just toward a specific brand.