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Marketing Negative Publicity Essay

760 words - 4 pages

MKT 506 – Integrated Marketing: Week 8 Discussion 1
Many companies have experienced the impact of negative publicity over the past few years as a result of product recalls, marketing blunders, etc. Give some example of some instances where companies experienced negative publicity and how they handled it. Evaluate their means of dealing with negative publicity.

Many times corporate crises often result in negative publicity, threatening the image of the company. Spirit Airlines had some negative publicity recently. This negative publicity was regarding their customer service which they deemed to have a material adverse effect on business.
In the past they have experienced a relatively ...view middle of the document...

Earning and maintaining a good reputation is challenging for new and established businesses. When bad publicity emerges, businesses could be portrayed as irresponsible, dishonest or appear to be only looking out for their best interests. Although it is possible to make a good name for your business on a local or national scale, doing so can be an uphill battle, especially in the face of bad publicity.
Brand equity can suffer long-term damage as a result of bad publicity. This is especially evident for companies that must recall their products because of safety or health hazards. In such cases, even if only a portion of a product's supply is recalled, buyers are likely to avoid the brand altogether for a period

Belch, G. E., & Belch, M. A. (2012). Advertising and Promotion: An Integrated Marketing Communications Perspective. New York, New York: McGraw-Hill/Irwin.

In addition, think of a couple of examples of sales promotion that you have seen lately. How/why were these effective? (Assuming that they were, perhaps they were not). Discuss the various sales promotions examples provided by other students. List some of your top choices that you consider effective with a full explanation regarding why these are the most effective.

According to Belch and Belch, 2012 a sales promotion is an action that gives an extra...

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