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

question 96

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 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) Although it is sometimes unavoidable,one way to prevent negative publicity is to develop a ________ public relations strategy that focuses on opportunities to accomplish something positive.

• A) reactive 
• B) damage-control 
• C) proactive 
• D) situational

Compare and contrast the processes and outcomes of acculturation, assimilation, and individualization.

Understand the mediator role in social work.

Provide examples of the application of the mediator role in various social work contexts.

Understanding the impact of financial leverage on a firm's financial risk.

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Definitions:

Restore Equity

The process of adjusting the balance of fairness within an organization or relationship, often in response to perceived inequities.

Quantity of Work

The amount of work produced or completed within a certain timeframe.

Quality of Work

Quality of work refers to the degree to which a job or task is performed with excellence, accuracy, and thoroughness.

Benevolents

Individuals who are inclined to perform acts of kindness or charity.