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

question 31

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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 University 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. They published their findings in 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 starringRussell 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.
-(Scenario 18-5) Publicity often increases the awareness of a particular brand.The concept of creating an event or experience that yields casual conversations which include the brand is referred to as marketing.

Definitions:

Gas Exchange

The biological process through which gases (e.g., oxygen, carbon dioxide) are transferred between the blood and the external environment in the lungs.

Bohr Effect

Named for Danish physiologist Christian Bohr (1855–1911). Shift of the oxygen-hemoglobin dissociation curve to the right or left because of changes in blood pH. The definition sometimes is extended to include shifts caused by changes in blood carbon dioxide levels.

Oxygen-Hemoglobin Dissociation Curve

A graph showing the relationship between the oxygen saturation of hemoglobin and the partial pressure of oxygen in the blood.

A scale used to specify the acidity or basicity of an aqueous solution, ranging from 0 to 14, where 7 is neutral.