MARK 4600S Chapter Notes - Chapter 13: Kyle Busch, Bobby Labonte, Interstate Batteries
8 Mar 2018
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1 replacement battery: began with colors green, red and white, great american race sponsor. Joe gibbs: nascar sponsor, bobby labonte, kyle busch, hospitality tents at race venues, shift from green to white. Important to develop pr strategy that fits with imc speak with one voice: functions: Internal versus external agency: identify and monitor internal and external stakeholders, assess the corporate reputation, audit corporate social responsibility, create positive image-building activities, prevent or reduce image damage, identifying stakeholders. Image destroying activities: discrimination, harassment, pollution, misleading, deceptive or offensive communications. Will buy green products, but only if equal to or superior to too expensive and inferior. social issues. are not politically active. Heavy users of green products. non-green products. cynical about their ability to effect change. Increase desirable outcome (bayer aspirin reducing heart attacks: reactive damage-control strategies, internet interventions, use internet to react, consumers can spread bad news quickly, assign employees to monitor online communications.
