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Question
(p.440)At the turn of the millennium, Slim-Fast was a leading weight-loss brand with a catchy name and heralded by celebrity endorsements. Then in 2004, comedienne Whoopi Goldberg, the then its spokeswoman, made some very derogatory remarks about President Bush at a New York City Democratic party fund-raiser. This speech produced negative publicity for Goldberg and the company she represented. The makers of Slim-Fast found it necessary to use _____ to restore its tarnished image.
A.image management
B.negative publicity reduction
C.press agentry
D.crisis management
E.contingency management
Answer
This answer is hidden. It contains 82 characters.
Related questions
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(p.418)What is the greatest strength of personal selling?
A.Its low cost
B.Its historically positive reputation
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D.Its personal nature
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A.Infomercials
B.Word-of-mouth
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(p.411)_____ is the oldest marketing method and it is growing incredibly fast today as a result of social and technological changes.
A.Direct marketing
B.Relationship marketing
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(p.411)_____ advertising is always aimed at stimulating some action or response from its recipient.
A.Radio
B.Viral
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(p.411)Which of the following statements about direct marketing is true?
A.Direct marketing is a measurable system of marketing.
B.Direct marketing is static.
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(p.414)What are the two basic strategy decisions faced by all direct marketers?
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(p.414)List and describe the two direct selling strategies.
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(p.418)Personal selling is very labor-intensive.
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(p.413)By providing a tangible response, direct marketing offers accountability.
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(p.385)The cost of reaching target audiences is decreasing for all media.
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(p.389)What are the two major components of media objectives?
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(p.402)List four reasons why media planners often use a mixed media approach.
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(p.398)Explain the purpose of media strategy.
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(p.394)What are the various factors that influence media strategy decisions?
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(p.392)Explain the importance of continuity.
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A.loyalty premium
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A.The normal commission that a list broker pays to a list renter is 20 percent.
B."Cleaning" occurs when two mailing lists are processed by a computer to remove the duplicate names, thereby ensuring that only one mailer goes to each name.
C.Mail-order advertisers cannot check the validity of a rented list.
D.The average mailing list changes by more than 40 percent per year.
E.Mailing lists should be updated once in four years in order to maintain validity.
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(p.375)An advertiser might choose to use some other advertising medium instead of direct-mail advertising because direct-mail advertising:
A.cannot be used for testing prospects' reactions to new products.
B.has a negative image.
C.has the highest cost per exposure of any medium.
D.has intensive coverage and extensive reach.
E.achieves the highest response of any advertising medium.
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(p.370)_____ describes the integration of advertising into the message delivery mechanism so efficiently that the product is being promoted while the audience is being entertained.
A.Entertainment advertising
B.Subliminal advertising
C.Surround advertising
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A.has bought the services of the transit system to create, manufacture and distribute its ad.
B.has bought all the inside space on a group of buses.
C.expects a 100 percent reach.
D.has bought all of the exterior space on a bus.
E.has bought a full showing.
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A.geographic bulletins
B.primary panels
C.terminal posters
D.mini-panels
E.transportation bulletins