Which term describes the activities a business uses to manage how people feel about it and to build a positive image?
Public relations
What is meant by product placement?
A business pays for its product to be seen in a film or programme
Which term describes paying a famous person to recommend or be seen using a product?
Celebrity endorsement
What is meant by a press release?
A short description of a new product sent to the media
What is meant by brand image?
How an enterprise is viewed by its customers and the public
How is a press release usually written?
Like a news article
Which of these is an example of public relations?
A well-known singer recommending a product on social media
A small bakery sends a press release to its local newspaper. Why might this work better than an advertisement?
Readers may trust a news story more than an advertisement
What is a limitation of using press releases to promote a business?
There is no guarantee the story will be published
What is a benefit of using celebrity endorsement?
It can attract the attention of the celebrity's fans
Why can celebrity endorsement be risky for a business?
The celebrity's bad behaviour can damage the brand's reputation
What is a limitation of using product placement?
It can be very expensive to place products in popular films
A soft drink's logo appears in a scene where a character is behaving badly. Why could this harm the brand?
Viewers may link the negative scene to the product
A new cafe has a very limited budget and wants local people to hear about its opening. Which public relations activity is most suitable?
Sending a press release to the local newspaper
A clothing brand pays for its jackets to be worn by a popular character in a television drama. How could this benefit the brand?
Viewers may link the jackets with a character they like
A small bakery sends a press release about its new range of cakes to the local paper. A national newspaper then runs a follow-up story. Why is this useful to the bakery?
The story may reach a much larger audience at no cost
A small skateboard shop with a limited marketing budget is thinking about paying a famous singer to endorse its boards. Why is this unlikely to be a good idea?
Celebrity fees are usually too high for a small business
Sales of a snack bar rose for a few weeks after a famous footballer endorsed it, then fell back to their old level. What does this show?
The sales boost from endorsement may be short lived
A cafe sends a press release about a special offer to a local paper. The paper prints it three weeks later, after the offer has ended. What does this show about press releases?
The story can be out of date by the time it is printed
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