promotion: public relations

Question 1

what can a poor reputation lead to?

Answer 1

reduced sales
a fall in profits

Question 1

what is an essential aspect of success?

Answer 1

an enterprise’s public image

Question 2

what does it mean if an enterprise has a positive image?

Answer 2

can maintain or even increase sales

Question 3

what does PR and OPR involve?

Answer 3

building and maintaining an enterprise’s reputation - its image through the media and online

Question 4

what is the brand image?

Answer 4

a set of beliefs and opinions associated with a product, service or enterprise in the minds of consumers

Question 5

purpose:
what can it encourage positive views of?

Answer 5

the enterprise among the general public + other organisations

Question 6

purpose:
what can it encourage through the media?

Answer 6

positive publicity

Question 7

purpose:
what can it do to the brand image?

Answer 7

protect or enhance

Question 8

what is different from direct advertising?

Answer 8

media space generated by PR and OPR activities

Question 9

what are PR activities aim?

Answer 9

to get the enterprise positive publicity without paying for the time or media space directly

Question 10

methods: press release
what does it cover?

Answer 10

the 5 Ws - who, what, when, where and why (may include a photo)

Question 11

methods: press release
what is newsworthy or interesting about a new or existing product or service?

Answer 11

a 150-200 word article produced by an enterprise and sent to news agencies highlighting something newsworthy

Question 12

methods: sponsorship
what may enterprises say to have?

Answer 12

their name and brand displayed at major events like a sporting venue

Question 13

methods: sponsorship
why are celebrities sponsored?

Answer 13

to publicise an enterprise’s goods and services - celebrity endorsements

Question 14

methods: sponsorship
what does it mean if someone is sponsored?

Answer 14

they are getting paid

Question 15

methods: sponsorship
what may enterprises associate themselves with?

Answer 15

a good cause, such as charity

Question 16

methods: online PR (OPR)
why do they use the internet?

Answer 16

to communicate with customers
to build relationships with customers

Question 17

methods: online PR (OPR)
what is its purpose to increase the viewing of?

Answer 17

desirable co,,ents and news about an enterprise’s products by its target customers and decrease the undesirable comments and news

Question 18

methods: exhibitions
what is it?

Answer 18

commercial events where many similar enterprises exhibit their products or explain the services they offer

Question 19

methods: exhibitions
what may be publicised by local and national news?

Answer 19

newsworthy stories

Question 20

benefits:
what does it improve?

Answer 20

brand image and sales

Question 21

benefits:
what does it reach?

Answer 21

a wide audience

Question 22

benefits:
what is it a free positive publicity from?

Answer 22

a neutral source such as a newspaper

Question 23

limitations:
what is it difficult to do?

Answer 23

to measure impact on reputation

Question 24

limitations:
what may not be picked up by the media?

Answer 24

news story

Question 25

limitations:
what does enterprise have no control over?

Answer 25

how journalists write up the story - if a sorry is ‘negative; , consumes may not want to be associated with the brand image

Question 26

promotional stunts:
why might some use one-off publicity stunts?

Answer 26

to catch the attention of the media and general public