Author Question: Red Bull sponsored Red Bull Stratos, a space-diving project in which skydiver Felix Baumgartner sky ... (Read 123 times)

CharlieWard · **on:** Jun 29, 2018

Red Bull sponsored Red Bull Stratos, a space-diving project in which skydiver Felix Baumgartner sky dived from the Earth's stratosphere. The move fit well with Red Bull's affiliation with extreme sports. This would best be an example of
A) stunt marketing.
B) television advertising.
C) electronic word-of-mouth marketing.
D) product placement.
E) buzz marketing.

Question 2

The giant brewing companies of the U.S. love to use public relations to keep their company names in the minds of Americans and to promote their many brands of beer and ale. Both traditional and innovative public relations activitiesusing both traditional and innovative mediahelp to promote a positive public image, create brand awareness, highlight the product line, and act as cost-effective ways to enhance the overall IBP campaign. And these brewers use a variety of objectives and tools that support the field of public relations. A large brewing company has its public relations staff create an interactive website aimed at men and women in their 20s and early 30s. It offers interesting facts about the history of beer, the making of beer, the definition of various brewing terms, the difference between hops and malt, etc. It includes silly games like crossword puzzles, word jumbles, and trivia contests, all of course related to beer. The objective of these types of PR initiatives is to
a. counteract negative publicity about beer.
b. disseminate internal information about the beer industry.
c. lobby politicians for favorable outcomes for the beer industry.
d. promote goodwill toward beer drinkers.