Scenario 18-5 An Old Adage States That All Publicity Is Good Publicity.However

question 97

Multiple Choice

Scenario 18-5
An old adage states that all publicity is good publicity.However, Professors Jonah Berger of the Wharton School, and Alan Sorensen and Scott Rasmussen of Stanford found that there is such a thing as bad publicity.The colleagues studied the relationship between bad publicity and its impact on music albums, books, and movies.In
2010, they published their findings in a journal called Marketing Science.After studying cases involving the late Michael Jackson, Russell Crowe, and various authors; the colleagues concluded that negative publicity can increase product sales.Michael Jackson sold more albums after receiving negative media attention, and films starring
Russell Crowe received higher rankings following an incident in which he allegedly threw a cell phone at a hotel employee.These high-profile stars actually thrived after receiving substantial amounts of negative publicity.However, in many low profile cases, negative publicity hurt sales and product reception.The three colleagues conducted an analysis of The New York Times' reviews and book sales, and found that negative reviews hurt sales of books by well-established authors, but helped sales of books by relatively unknown authors.After conducting the study, the authors found that conventional wisdom is wrong: not all publicity is good publicity.But they did show that negative publicity can sometimes be positive; it all depends on existing-product awareness.
(Ned Smith, "Can Bad Buzz Be Good?" Business News Daily, November 1, 2010)
-(Scenario 18-5) Which of the following factors contributes to the fact that we have entered a new era of public relations?

• A)Increased media coverage of company advertising
• B)Aggressive efforts to catch firms acting in an improper manner
• C)Sophisticated and connected consumers who talk more about brands
• D)Increased focus on public relations and its applications rather than other marketing processes

Grasp Erikson's psychosocial stages of development and their relevance to personality development.

Comprehend the conceptual difference between continuous and discontinuous development.

Understand the role of schemata in organizing and interpreting information.

Describe the impact of early physical development on adolescence experiences.

---

Definitions:

Split-off Point

The stage in a production process where multiple products are derived from a single process or material, leading to separate further processing.

Joint Production Costs

Costs incurred in the process of producing two or more products simultaneously from the same raw materials or process.

Split-off Point

Refers to the stage in a production process where joint products can be recognized as separate products.

Joint Processing Costs

Costs incurred in a production process that yields multiple products simultaneously, up to the split-off point.