Lecture 10

Question 1

Proactive PR

Answer 1

product releases, statements, releases, feature articles

Question 2

Reactive PR

Answer 2

responding to defects, failures, product tampering

Question 3

Community sponsorships advantages

Answer 3

credibility, cost, avoidance of noise, lead generation, ability to reach specific groups, image building

Question 4

Community Sponsorship disadvantages

Answer 4

causes noise in communication process

Question 5

Publicity

Answer 5

nonpersonal communications regarding an organisation, product/service or idea that is not directly paid for or run under identified sponsorship

Question 6

Publicity advantages

Answer 6

substantial credibility, news value, significant WOM, perception of endorsement by media

Question 7

Publicity disadvantages

Answer 7

lack of control, timing, inaccuracy or distortion of message is possible

Question 8

Personal Selling

Answer 8

from of person to person communication in which a seller attempts to assist/persuade prospective buyers to purchase the company’s p/s or act on an idea

Question 9

Personal Selling advantages

Answer 9

two-way interaction with prospect, message can be tailored to recipient, prospect isn’t likely to be distracted, seller involved in purchase decision, source of research information

Question 10

Personal Selling disadvanatges

Answer 10

message may be inconsistent, possible management-sales force conflict, cost is extremely high, reach may be limited, potential ethical problems