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1
Public Relations

• Mention
• Publicity strike
• Hit
• Stakeholder article
• PR promotion

In terms of public relations, the mention of a
companys name in a news story is called a(n)
2
Public Relations

• Mention
• Publicity strike
• Hit
• Stakeholder article
• PR promotion

In terms of public relations, the mention of a
companys name in a news story is called a(n)
For many firms, the goal of public relations is
to obtain a hit. The belief is that any type of
publicity, negative or positive, will increase
brand awareness.
3
All of the following are functions of public
relations except

• Monitor external company advertisements.
• Identify internal and external stakeholders.
• Assess the corporate reputation.
• Create positive image-building activities.
• Prevent or reduce image damage.

4
All of the following are functions of public
relations except

• Monitor external company advertisements.
• Identify internal and external stakeholders.
• Assess the corporate reputation.
• Create positive image-building activities.
• Prevent or reduce image damage.

Advertising and monitoring of advertising
activities is the responsibility of the marketing
department.
5
Creating a Positive Image

• Sponsorship marketing
• Event marketing
• Green marketing
• Social marketing
• Cause-related marketing

A program in which a firm ties a marketing
program in with some type of charity in order to
generate good will is
6
Creating a Positive Image

• Sponsorship marketing
• Event marketing
• Green marketing
• Social marketing
• Cause-related marketing

A program in which a firm ties a marketing
program in with some type of charity in order to
generate good will is
American businesses spend over 600 million
annually in cause-related marketing programs in
an effort to enhance their brand image and to
fulfill their corporate social responsibility.
7
Green Marketing

• True Blue Green
• Greenback Greens
• Sprouts
• Grousers
• Basic Browns

In terms of green marketing, ____________ have
strong environmental values, but are not
politically active.
8
Green Marketing

• True Blue Green
• Greenback Greens
• Sprouts
• Grousers
• Basic Browns

In terms of green marketing, ____________ have
strong environmental values, but are not
politically active.
Greenback Greens make up 6 of the population and
are strong environmentalists, but do not engage
in political activism. They are heavy users of
green products.
9
Damage Control Strategies

• Entitling
• Internet intervention
• Enhancements
• Crisis management
• Impression management

In terms of damage control strategies, _____ is a
proactive strategy that attempts to increase the
desirable outcome of an event in the eyes of the
public.
10
Damage Control Strategies

• Entitling
• Internet intervention
• Enhancements
• Crisis management
• Impression management

In terms of damage control strategies, _____ is a
proactive strategy that attempts to increase the
desirable outcome of an event in the eyes of the
public.
Enhancements are used when the public makes a big
deal out of something that is relatively small
and the company wants the public to see the good
side of what they are attempting to do.
11
Approximately 68.6 of all sponsorships are for

• Arts
• Festivals, fairs, and annual events
• Entertainment, tours, and attractions
• Sports
• Causes

12
Approximately 68.6 of all sponsorships are for

• Arts
• Festivals, fairs, and annual events
• Entertainment, tours, and attractions
• Sports
• Causes

Approximately 9 billion a year is spent on
sponsorships and events, with 68.6 going for
some type of sports sponsorship.
13
Marketing Regulations
When an advertisement or marketing piece makes an
exaggerated statement about a good or service,
using adjectives such as best or finest, it is
called

• A claim
• Substantiation
• Deceptive advertising
• Comparative advertising
• Puffery

14
Marketing Regulations
When an advertisement or marketing piece makes an
exaggerated statement about a good or service,
using adjectives such as best or finest, it is
called

• A claim
• Substantiation
• Deceptive advertising
• Comparative advertising
• Puffery

The FTC and courts understand that firms will
make puffery statements about their products and
accept such statements as part of a firms
marketing program.
15
The federal agency responsible for regulating the
number of minutes per hour of television
advertising directed towards children is the

• Federal Communications Commission (FCC)
• Food Drug Administration (FDA)
• Federal Trade Commission (FTC)
• US Postal Service (USPS)
• Bureau of Alcohol, Tobacco, and Firearms (BATF)

16
The federal agency responsible for regulating the
number of minutes per hour of television
advertising directed towards children is the

• Federal Communications Commission (FCC)
• Food Drug Administration (FDA)
• Federal Trade Commission (FTC)
• US Postal Service (USPS)
• Bureau of Alcohol, Tobacco, and Firearms (BATF)

The FCC is responsible for regulating the number
of minutes of childrens advertising, but the FTC
is responsible for regulating the content of
childrens advertising.
17
FTC Actions

• Consent order
• Cease and desist order
• Full commission hearing
• Corrective advertising
• Trade regulation ruling

If the FTC believes a particular advertisement is
unfair and deceptive after an administrative
hearing of a case, the FTC will issue a
18
FTC Actions

• Consent order
• Cease and desist order
• Full commission hearing
• Corrective advertising
• Trade regulation ruling

If the FTC believes a particular advertisement is
unfair and deceptive after an administrative
hearing of a case, the FTC will issue a
A cease and desist order requires a company to
immediately stop a disputed practice and refrain
from similar practices in the future.
19
In terms of substantiation of claims, all of the
following are principles used by the FTC and
courts except

• Assumes consumers read ads broadly.
• Evidence must test the actual product.
• The totality of evidence is considered.
• Substantial number of individuals must be misled.
• Evidence must be accepted by experts in the field.

20
In terms of substantiation of claims, all of the
following are principles used by the FTC and
courts except

• Assumes consumers read ads broadly.
• Evidence must test the actual product.
• The totality of evidence is considered.
• Substantial number of individuals must be misled.
• Evidence must be accepted by experts in the field.

Substantial number of individuals do not have to
be misled. The test is if a typical person would
be misled or would purchase the product based on
the advertisement or marketing piece.