Exam (elaborations)
Marketing exam answers
- Module
- Marketing
- Institution
- London School Of Marketing
Marketing exam questions for consumer Analysis
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Question 24 Pr and SponsorshipUsing a company of your choice, analyze how they became sustainable in their marketing
and business actions. Illustrate your answer with examples.
Discuss the contribution a well-planned public relations strategy can make to the launch of a new
product. Make reference to at least four attributes of public relations that are relevant to the
Public Relations professionals help a business or individual cultivate a positive reputation
with the public through various unpaid or earned communications, including traditional
media, social media, and in-person engagements. They also help clients defend their
reputation during a crisis that threatens their credibility.
“The Public relations department manages publicity and other communications with every
group in Contact with the company” (Clow, Baack, p.p 388). They also monitor the attitude
of the public in general in favour of the company. It sends out information and spreads
communication to the public for building goodwill of the organization. The public relations
department counsels the top management to adopt positive programmes. They eliminate
questionable practices so that negative publicity does not arise against the company. Some of
the functions performed can be similar to those of the marketing department. Both
departments may cooperate and consult but they both have a unique role.
Public relation activates can be handled by internal public relations department or manager or
external public relations. Internal staff know the company better than anyone on the outside
does, and a full-time employee is more naturally “vested” in company’s success than an
outside person. Some companies will choose to hire firms to complete specific projects or
manage public relation projects. Outside agencies can bring their own set of attributes, like a
fresh perspective, specialized expertise on such issues as brand marketing or positionings,
financial communications and crisis work and specific media contacts. Developing a trusting
relationship with the public relations agency and clearly spelling out what the firm expects
from the agency becomes high priority.
Public relations aim to create and maintain a positive image and create a strong relationship
with the target audience. In order to attract public attention and keep it engaged with a
particular organisation or an individual, PR specialists take an advantage of every public
event and the opportunity to speak publicly. This enables them to directly reach the public
attending the event and indirectly, a much larger audience. Information that is communicated
as a part of the regular TV or/and radio programme, newspapers, magazines and other types
of mainstream media achieves a much bigger impact than advertisements. This is due to the
fact that most people consider such information more trustworthy and meaningful than paid
adds. Press release is therefore one of the oldest and most effective PR tools.
Sending newsletters – relevant information about the organisation or/and its products/services
- directly to the target audience is also a common method to create and maintain a strong
relationship with the public. Newsletters offering promotional products are also a common
marketing strategy but PR specialists use it to share news and general information that may
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