Compare and contrast proactive and reactive marketing public ...

[Awilson837]

Compare and contrast proactive and reactive marketing public relations, and give an example of each.

Question 2

Humorous ads are more effective than nonhumorous ads only when consumers' evaluations of the advertised brand are already positive.
 a. True
  b. False
 Indicate whether the statement is true or false

[shewald78]

Answer to Question 1

Proactive marketing public relations is a tool for communicating a brand's merits and is used typically in conjunction with other marcom tools such as advertising and promotions. Dictated by a company's marketing objectives, proactive MPR is offensively rather than defensively oriented and opportunity seeking rather than problem solving. The major role of proactive MPR is in the area of product introductions or product revisions. Publicity, in the form of product releases, executive-statement releases, and feature articles, is the major tool of proactive MPR.

Reactive MPR, by comparison, describes the conduct of public relations in response to outside influences. It is undertaken as a result of external pressures and challenges brought by competitive actions, shifts in consumers attitudes, changes in government policy, or other external influences. Reactive MPR deals most often with influences having negative consequences for an organization. Reactive MPR attempts to repair a company's reputation, prevent market erosion, and regain lost sales. In general, the most dramatic factors underlying the need for reactive MPR are product defects and failures.

Answer to Question 2

True

[Awilson837]

Thank you

[shewald78]

No problemo