Chapter 20 - all posts

Chapter 20, Question 3

Publicity is great for upfront penetration of a new product. It is a great way to accompany an advertising campaign, however; after the dust settles, advertising is a way to keep the lights on for the product. Also, PR is difficult to measure. PR is cheaper, however both advertising and PR should not be stand-alone solutions.

Chapter 20, Question 5
Negative publicity is not always good. Two examples or good and bad. Good would be the next big action flick to come out and they find out that the lead actor was arrested for drugs. Actor makes headlines, film gets PR time and you have increase awareness. Does the actor that was arrested affect the consumer when it is time to see the movie? No. Does the film gain negative press? No.

Other example: Bushes baked beans is accused for using puppy meat in the pork and beans formula. Good luck selling another can of beans. This negative press does effect the product and will reduce sales. Could even kill the company. I am actually surprised that Wendys bounced back from the finger chili recipe.

Chapter 20, Question 8
If I was corona and my competition was stating that my product was contaminated with urine, I would handle based on the leak and proof of the leak (no pun intended). If I am corona, and the leak was contained, I would sue the hell out of Heineken. If the rumor gained legs and I had proof that they started the rumor, the gloves would come off. I would avoid the topic, but show the public that Heineken needs to do to sell their crappy beer. Resort to rumors of this nature. It could actually work in Coronas benefit if handled in a classy way.

Chapter 20, Question 9
Rumor classification:


Conspiracy
McDonalds and church of Satan
Gerber rumor
Contamination
Wendys
Bubble Yum
Kmart
KFC