• Table 14.1 shows the Eight Common Communication Platforms. Evaluate J&J against this table and Identify J&J's marketing communication mix (which of the 8 do they use and how does this create a unified message). How does J&J need to adjust each of the elements that you have identified to address the lawsuits which are being covered extensively in the news? For example, what personal selling training might J&J conduct with their pharmaceutical sales reps to equip them to handle the criticisms they might face on their sales calls.
• Table 15.5 identifies major tools in Marketing PR. What tools are J&J using, and evaluate the effectiveness of the tools thus far (are they working? Not working, why?).
• The last question is an opinion questiondo you believe J&J's brand reputation will be intact after these lawsuits are settled?

TABLE 15.5 Major Tools in Marketing PR Publications: Companies rely extensively on published materials to reach and influence their target markets via annual reports, brochures, articles, newsletters and magazines, and audiovisual materials. Events: Companies can draw attention to new products or other activities by arranging and publicizing special events such as news conferences, seminars, trade shows, eachibits, contests and competitions, and celebrations that will reach the target publics. Sponsorships: Companies can promote their brands and corporate name by sponsoring and publicizing sports and cultural events and highly regarded causes. News: One of the major tasks of PR professionals is to find or create favorable news about the company, its products, and its people. Speeches: Increasingly, company executives must field questions from the media or give talks at trade associations or sales meetings, and these appearances can build the company's image. Public Service Activities: Companies can build goodwill by contributing money and time to good causes. Identity Media: Companies need a visual identity that the public immediately recognizes. The visual identity is carried by company logos, stationery, brochures, business cards, buildings, uniforms, and dress codes. TABLE 14.1 Examples of the Eight Common Communication Platforms Online and Direct and Sales Events and Public Relations Social Media Mobile Database Personal Advertising Promotion Experiences and Publicity Marketing Marketing Marketing Selling Print and Contests, games, Sports Press kits Web sites Text Catalogs Sales broadcast ads sweepstakes, messages presentations lotteries Packaging-outer Premiums and Entertainment Speeches E-mail Online Mailings Sales gifts marketing meetings Packaging inserts Sampling Festivals Seminars Search ads Social media Telemarketing Incentive marketing programs Cinema Fairs and trade Arts Annual reports Display ads Electronic Samples shows shopping Brochures and Exhibits Causes Charitable Company blogs TV shopping Fairs and booklets donations trade shows Posters and Demonstrations Factory tours Publications Third-party chat Fax leaflets rooms, forums, and blogs Directories Coupons Company Community Facebook and Catalogs museums relations Twitter messages YouTube channels and videos Reprints of ads Rebates Street activities Lobbying Billboards Low-interest Identity media financing Display signs Trade-in allowances Company magazine Point-of-purchase Continuity programs displays DVDs Tie-ins