What are the major functions performed by marketing public relations? Illustrate with examples
What will be an ideal response?
MPR goes beyond simple publicity and plays an important role in the following tasks:
• Launching new products: The amazing commercial success of toys such as LeapFrog, Beanie Babies, and even the latest kids' craze, Silly Bandz, owes a great deal to strong publicity.
• Repositioning a mature product: In a classic PR case study, New York City had extremely bad press in the 1970s until the "I Love New York" campaign.
• Building interest in a product category: Companies and trade associations have used MPR to rebuild interest in declining commodities such as eggs, milk, beef, and potatoes and to expand consumption of such products as tea, pork, and orange juice.
• Influencing specific target groups: McDonald's sponsors special neighborhood events in Latino and African American communities to build goodwill.
• Defending products that have encountered public problems: PR professionals must be adept at managing crises, such as those weathered by such well-established brands as Tylenol, Toyota, and BP in 2010.
• Building the corporate image in a way that reflects favorably on its products: Steve Jobs's heavily anticipated Macworld keynote speeches have helped to create an innovative, iconoclastic image for Apple Corporation.
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After amortizing the principal, a debt security that makes the same dollar payment every year is referred to as a
A. coupon bond. B. fixed-payment security. C. discount bond. D. perpetuity.
Describe the four responses to job dissatisfaction.
What will be an ideal response?
Which of the following would give rise to abnormal earnings?
a. Accelerated depreciation b. LIFO costing for inventories and cost of goods sold c. Immediate write-off of research and development d. All of the above
U.S. GAAP and IFRS account for notes and nonconvertible bonds payable similarly.Which of the following is/are not true?
a. Firms initially record long-term notes and bonds at their issue price, the present value of the future contractual cash flows discounted at the market interest rate for the bonds at the time of issue. b. The market interest rate at the time of issue is the rate that discounts the contractual cash flows to the initial issue price. c. If the market interest rate equals the coupon rate for the bonds, the firm will issue the bonds for face value. d. If the market interest rate exceeds the coupon rate, the firm will issue the bonds for more than face value. e. If the coupon rate exceeds the market interest rate, the firm will issue the bonds for more than face value.