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essentials of marketing communications

Questions and Answers of Essentials Of Marketing Communications

=+3. What are the implications of large media companies purchasing new technology platforms such as Skype?
=+symmetrical model of communication?
=+2. Why do PR practitioners have a preference for Grunig and Hunt’s two-way
=+1. Which of the communication theories in this chapter do you find most relevant? Explain your answer.
=+use appropriate communication channels.
=+• apply communications models and theories to identify target audiences, develop appropriate messages, and
=+• explain how communications shapes society; and
=+• describe the evolution of communications theory and its relevance to public relations planning;
=+• identify and discuss communications theories and models;
=+suggestions for remedying these ethical violations?
=+ Describe the nature of these violations. What are your
=+• Name three current PR campaigns targeting increased consumption of goods or services that have similar ethical violations or ambiguities.
=+What are some of the ethical violations associated with these publicity campaigns?
=+3. Working in pairs, review three promotional activities documented on the tobacco wiki located on the Center for Media and Democracy PR Watch website (http://sourcewatch.org/index.php/Promotions).
=+• Describe in which professional situations your guidelines will provide clarity.
=+ your guidelines with your group and explain why you chose them and how they would clarify ethical practice.
=+• Work in groups of three to compare your personal codes. Discuss
=+2. Write your personal code of ethics for professional conduct. Include at least three guidelines for ethical behaviour and decision making.
=+ Which code is more meaningful to you as a student? Explain your answer.
=+ What are the key similarities and differences?
=+1. Go to the websites of the CPRS and IABC and locate their codes of ethical conduct. Compare and contrast the two codes.
=+7. Determine three ethical challenges PR practitioners face when using social media. Propose ways to address these challenges.
=+Propose how you could overcome these challenges.
=+Predict what barriers you may face when joining a professional association.
=+6. What advantages do students gain by joining professional associations?
=+5. In your opinion, is public relations a profession or an occupation? Defend your answer.
=+4. What are the advantages and disadvantages of licensing versus accreditation of PR practitioners?
=+3. Describe what it means to you to be an ethical advocate.
=+2. How important are ethics in public relations? Explain your answer.
=+1. What are ethics in public relations practice?
=+• download a pirated song or movie on your computer?
=+• reuse materials developed for one assignment as part of another assignment?
=+• scan or copy a textbook rather than purchasing it?
=+• ask one of your parents to edit an essay prior to submission?
=+• work with another student on an individual assignment?
=+• explain the advantages and disadvantages of licensing and accrediting PR practitioners.
=+• describe the purpose of having a code of ethics; and
=+• explain the role of professional associations in fostering an ethical PR profession;
=+• identify five tenets of practice that distinguish professions from occupations;
=+understand key differences between them;
=+• differentiate between two commonly held ethical perspectives—utilitarianism and deontology—and
=+• describe what constitutes ethical PR practice;
=+What suggestions would you offer the consumer protection bureau to improve the laws around consumer protection?
=+ Is it easy or difficult for consumers to understand their rights?
=+5. Visit your province’s consumer protection agency or bureau online. What protections do they offer consumers?
=+Is there one policy you prefer? Why?
=+4. Visit three retailers, either in person or online, and obtain their policy on collecting customer’s email addresses. Compare the terms of each policy.
=+What defences will the defendant present to the claim? If you were the judge, how would you rule in the matter?
=+ What is the basis for the claim?
=+3. Find a news story anywhere in the world where a person is suing a media outlet or another person for defamation.
=+What steps would you take to address such a problem if you were the manufacturer or producer of the advertised product?
=+If you were a consumer, would you be surprised if the product did not live up to the claims in the advertising?
=+claim as to the performance or efficacy of the product. Is there “fine print”?
=+2. In a group, find 5 to 10 examples of advertising; try to find print, online, and broadcast (radio or TV) examples. Consider whether each example makes a
=+In groups of two, discuss why the organization commenced the lawsuit and the group’s prediction as to the strengths and weaknesses of the organization’s case and of the defendant’s case.
=+1. Find a news story anywhere in the world where an organization is suing another organization (the “defendant”) relating to unauthorized use of its trademark.
=+What are the arguments for or against self-regulation?
=+5. Do you think self-regulation by an industry, such as the advertising industry’s Advertising Standards Canada, is effective, or does an external regulator (such as the communications
=+Discuss the reasons a company might want to keep its customers’ personal information on record.
=+How much information is “too much?”
=+4. Do you think it is appropriate for retailers to ask for your email address when ringing up your purchase? How about your postal code?
=+3. Imagine an advertisement that says “Natural Gas BBQ, completely assembled—$600.” Consider whether the advertisement is acceptable under applicable advertising legislations if: (a) the
=+Consider how long the trademark has been in the marketplace. Has it taken a long time for the trademark to build up a reputation?
=+ What “values” would you associate with that trademark (e.g., trustworthiness, value for money, quality)?
=+What part of the trademark is most famous?
=+2. Think of three examples of well-known trademarks that have built up significant reputation and recognition in the marketplace. What part of the trademark do you think is distinctive?
=+1. Consider the general categories of limits to the right to freedom of expression(Criminal Code, intellectual property rights, competition, consumer protection, and CRTC regulation) discussed in
=+• explain the purpose of industry self-regulation.
=+• describe the laws regarding privacy and freedom of information; and
=+• define intellectual property rights, including copyright and trademarks;
=+• describe the regulations to ensure honesty in advertising;
=+• explain the law of defamation;
=+identify the limits to the right to freedom of expression;
=+3. With a classmate, explore the perceptions that you have of the PR profession as you begin your course of study. Think of how your perceptions may have originated. Re-evaluate your perceptions
=+www.collectionscanada.gc.ca/publications/002/015002-2250-e.html.Compare two of the social media platforms you use today (e.g., Facebook, Twitter, YouTube, etc.) with the technology of the lantern
=+2. To learn more about the use of lantern slides as a communication tactic in Canada’s immigration campaign, see Ellen Scheinberg and Melissa K.Rombout’s, “Projecting Images of the Nation:
=+1. Visit the Jack Yocum Public Relations Profile Collection at http://www.cprs.ca/foundation/yocom.aspx to learn more about Canadian pioneers in public relations. Choose one of the individuals
=+5. Contrast the evolution of journalism from the muckraking of yellow journalism in the early 1900s to what you know of the field of journalism today.
=+4. Choose two of the individuals introduced in this chapter who have played a role in the evolution of public relations practice. Assess their contributions to the profession.
=+3. Examine the importance of strategic public relations practice to the success of Prime Minster Macdonald’s National Policy on immigration.
=+2. Describe three significant events in the evolution of public relations practice in Canada.
=+1. Compare and contrast the major differences in the evolution of the field of public relations in Canada and the United States.
=+• identify and contextualize public relations in popular culture.
=+• describe and reflect upon the gradual professionalization of the profession and its current roots in academia; and
=+• discuss the practice and profession of public relations;
=+• describe the historical evolution of PR in Canada;
=+ Re-evaluate your answers to these questions when you have finished reading this book. How have your answers changed?
=+Which ones do you think you need to develop?
=+ What related skills do you already have?
=+3. Which PR practice areas are you most interested in as you begin your course of study?
=+2. Summarize what contribution you feel PR makes to society. In your opinion, is the role of PR practitioner relevant and productive today? Defend your answer to the class.
=+1. Analyze a daily newspaper and choose three articles that you think may have been influenced by a PR practitioner. Explain your rationale to a classmate.
=+What could you tell a potential share purchaser about this company?
=+8. Examine the online investor relations section of a major Canadian corporation.
=+7. What impact has bilingualism and multiculturalism had on PR in Canada?
=+6. Examine how digital media has affected the role of PR practitioners.
=+5. Why do you think the federal Lobbying Act was created?
=+4. Describe a current example of social marketing advertising. Assess the response of news media and audiences to the advertisement. Explain the reasons for the response.
=+3. Do you agree that internal communications is crucial to the health and survival of organizations? Explain your answer.
=+2. Explain why the notion of a general public has been largely abandoned by PR practitioners.

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