Author Question: Public relations is the only tool that can provide damage control in the face of negative publicity. ... (Read 51 times)

james9437 · **on:** Jun 29, 2018

Public relations is the only tool that can provide damage control in the face of negative publicity.
a. True
b. False
Indicate whether the statement is true or false

Question 2

A good advertising plan is the result of combining the knowledge and talents of both the advertising agency and the client. In heading up a team that is creating the marketing plan for a large cosmetics firm, an account manager needs to make sure all goals are met and all responsibilities are assigned. For what issues does the client take primary responsibility? For what elements does the agency take primary responsibility?

ally · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

True

Answer to Question 2

The client's role is to produce all necessary information on the firm, the brand, the product, and the market. It should identify the firm's basis for offering value to customers. The client should also clearly identify the external environment and the opportunities and challenges that can be addressed with advertising. In addition, it should include a well-articulated statement of the brand's competitive position and the marketing mix strategies designed to gain and sustain competitive advantage.
The agency's role is to use all that information and its own expertise to create finished ads. It should consider the conditions in the current market plus the firm's marketing status and ad objectives, and then translate this information into promotional strategies and, ultimately, into finished advertisements. An agency best serves its client by taking charge of the preparation and placement stages. The agency needs to hammer out message strategies and tactics for the advertising effort and for the effective design and placement of adsoverall, it needs to manage the entire IBP process.