Essentials of Marketing Research 6th edition Barry J. Babin, William G. Zikmund - Solutions

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What are the characteristics of a multimedia news release?
Why is it a good idea to include a photograph with a news release? What are the six aspects of a good publicity photo?
What’s the difference between a media advisory and a fact sheet?
What’s a media kit? What does a media kit typically contain?
How should you prepare for a media interview?
What are the mechanics of organizing a news conference?
Radio news releases must be tightly written. What is the general guideline for the number of lines and words in a 30-second news release? What other guidelines should be kept in mind when writing a radio news release?
What is the advantage of a radio media tour (RMT) or satellite media tour (SMT) to the organization and journalists? Are the any disadvantages?
What is a news feed, and how is it used in public relations?
What makes an ideal radio or television talk show guest/spokesperson?
What is the concept of brand journalism, also called content marketing?
How does an audio news release (ANR) differ from a standard news release?
What is a public service announcement (PSA)?
What are some guidelines for a successful SMT?
Why are meetings and events a vital public relations tool even in the digital age of texting and social media?
What information should be provided to an invited speaker for an event?
What is the recommended length of time for a reception or cocktail party?
What logistics must be considered when planning an open house or a plant tour?
What are the pros and cons of using a celebrity as part of a promotional event?
Why is it important to consider security and liability issues for a promotional event?
What kinds of questions should be asked after an event to determine its success?
Discuss the variety of items that must be budgeted in planning a banquet.
What are the components of planning a convention?
A booth at a trade show requires some thought. What would you do to attract visitors?
What is the concept of corporate social responsibility (CSR) and why is it important to today’s corporations? What is the role of public relations professionals in CSR?
Why is trust in corporate leadership important? Is such trust increasing or decreasing? Why?
Why is it important for companies to consider diversity in their marketing and public relations strategies?
If an activist group has called for the boycott of a particular company’s products, would you be inclined to stop buying the company’s product? Why or why not? How would you respond to a boycott if you are doing public relations for the target company?
What are some of your favorite examples of cause-related marketing? Do you buy products linked to causes? Why or why not?
Why is corporate sponsorship of concerts, festivals, and even the Olympics considered a good marketing and public relations strategy?
Corporate philanthropy is now strategic. Do you think all this makes corporate philanthropy too self-serving? Why or why not?
Why is it important for corporate executives to have a good relationship with the mass media? How can you as a PR professional facilitate that relationship?
Give some examples of product publicity and product placement.
Give some figures or statistics verifying that the industries of entertainment, sports, and tourism are important segments of the American economy.
What constitutes a celebrity today in American society? What are the roles of publicists and the media in creating celebrities?
When pop star Michael Jackson died, the media devoted blanket coverage of his death and memorial service. Do you think the coverage was excessive? Why or why not?
Give some reasons why the public is fascinated with the personal lives of celebrities or develops strong attachments to sports teams.
Describe the work of an entertainment publicist. Would you be interested in applying for the job of press coordinator that is given on page 482? Why or why not?
How would you create publicity or “buzz” about a new play or musical performance?
If you worked for a sports public relations firm or team, what kinds of duties would you have on a daily basis?
Tourism promotion requires creative thinking in terms of staging events that draw public and media attention. Can you give any examples from the text?
The PR Casebook on page 493 summarizes Carnival Cruise Line’s “public relations mess” when 4,000 passengers went without air conditioning or toilets for five days. How well do you think Carnival handled the situation?
Magazines such as People pay millions of dollars for exclusive photos of a celebrity couple’s newborn children. Are such payments justified? Why or why not?
What is your assessment of incidents that damage the reputation of celebrities such as Reese Witherspoon or Taylor Swift? Does it require remedial public relations, or are the incidents trivial and blow over in a few days?
What facts and figures show that global tourism is now a major industry?
What are the three phases of promoting a tourism destination?
Tourism is described as a volatile business. What kinds of threats and crises do public relations personnel have to cope with when these crises occur?
What are the basic purposes and functions of government relations?
What is the difference between someone working in corporate public affairs (Governmental relations) and a lobbyist?
Many lobbyists are former legislators and government officials. Do you think they exercise undue influence in the shaping of legislation? Why or why not?
Internet fund-raising play a crucial role in elections. Would you like to be a political fund-raiser? Why or why not?
Why do government agencies engage in “public information” efforts instead of “Public relations” activities? Are there any laws involved? If so, what are they?
Federal agencies engage in any number of public information campaigns. What is your opinion on this? Are these campaigns just a waste of taxpayer dollars, or are they legitimate and necessary?
Give some examples of public relations campaigns run by state or local governments?
How does public relations at the local level differ from public relations efforts at the state and federal levels? What channels are typically used by federal and local officials to disseminate messages to the public?
How do grassroots groups use technologies to disseminate their messages? What are the benefits and risks of using social media to promote an agenda within a political arena?
What is global public relations? What are some of the reasons for its growth in recent decades?
The field of public relations develops best in a nation that has some special characteristics. What are some of those characteristics?
Dave Drobis of Ketchum identifies three key audiences to whom public relations personnel need to promote the benefits of globalization. What are they?
What is an NGO? Why have NGOs gained influence in terms if influencing corporations and even governments regarding such issues as global worming?
How are social media now being used by nations in times of conflict and war?
What is China doing to enhance its international reputation and promote itself as a leading nation in the global economy?
What kinds of “public diplomacy” efforts does the United States undertake to promote its way of life and foreign policy objectives?
How does public relations contribute to the global operations of large companies?
What objectives do foreign nations seek to accomplish by hiring U.S. public relations firms to represent them in America?
The successful practice of international public relations requires knowledge of a nation’s history and political sensitivities. It also requires a knowledge of proper manners and cultural sensitivity. What advice is given for business executives who travel abroad?
Why should companies consider public relations and marketing outreach to the Muslim population of the world?
Part of a company’s reputation depends on maintaining an ethical supply chain for its products. What should U.S. retailers do about the safety hazards of plants in Bangladesh?
Foreign governments often influence coverage of their nations through lobbying and public relations efforts. Name some examples from the text.
If you decided to have a career in global public relations, would you choose a global corporation, an international NGO, or the U.S Foreign Service? Explain your rationale.
Identify public relations strategies and tactics that advocacy groups use to further their causes.
Name and describe some of the types of social organizations.
What motivates people to serve as volunteer workers?
What are some components of successful health campaigns?
How can social media be used to promote various health campaigns?
What are the difference and similarities among trade associations, labor unions, professional associations, and chambers of commerce?
What are major roles of public relations professionals in health organizations?
With what primary public does a sound university public relations program begin? Why? List other major publics that must be addressed in such a program.
List and describe the various tactics that are commonly used for fund-raising.
A form of crowd sourcing is fund sourcing. How does this work?
What advantages does research offer to the decision maker over seat-of-the-pants decision making?
Comment on the following statements: a. Marketing managers are paid to take chances with decisions. Marketing researchers are paid to reduce the risk of making those decisions. b. A marketing strategy can be no better than the information on which it is formulated. c. The purpose of research is to
List the conditions that help a researcher decide when marketing research should or should not be conducted.
How have technology and internationalization affected marketing research?
What types of tools does the marketing researcher use more, given the ever increasing internationalization of marketing?
Define a marketing orientation and a product orientation. Under which strategic orientation is there a greater need for marketing research?
What are the four key questions helpful in understanding the value equation for a given firm?
Define marketing research and describe its task. How is it different from research in the physical sciences?
In what stage of the scientific method is creativity and creative thinking most important? Briefly explain.
Which of the following organizations are likely to use marketing research? Why? How? a. Manufacturer of breakfast cereals b. An online auction Internet site such as Quibids c. Manufacturer of nuts, bolts, and other fasteners d. The Federal Trade Commission e. A hospital f. A company that publishes
Do you think the order of the questions below might affect responses? Explain.
Define online sentiment analysis. How can it be helpful in brand management?
What is the definition of an integrated marketing mix? How might this affect the research a firm conducts?
Suppose you owned a jewelry store in Denton, Texas. You are considering opening a second store just like your current store. You are undecided on whether to locate the new store in another location in Denton, TX or in Birmingham, AL. Why would you decide to have some marketing research done before
Define big data. How has big data created greater demand for people with research skills?
What is web tracking? Visit www.kbb.com. While there, choose two cars that you might consider buying and compare them. Which do you like the best? What would you do now? What are at least three pieces of data that should be stored in a data warehouse somewhere based on your interaction with Kelly
Describe what smart agent software is and how it may affect you as a typical consumer.
Describe marketing analytics role in assisting business decision making.
What is predictive analytics? Think about your behavior in the last 48 hours. List at least 10 things that you’ve done which may have produced data that could be used as input into a predictive analytics system.
Suppose a retail firm is interested in studying the effect of lighting on customer purchase behavior. Which of the following pieces of information is the least relevant and why? a. Amount of natural light in the store b. The compensation system for store salespeople c. The color of the walls in the

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Essentials of Marketing Research 6th edition Barry J. Babin, William G. Zikmund - Solutions

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