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| Author: | Reidenbach, R.E. Festervand, T.A. MacWilliam, M. |
| Title: | Effective corporate response to negative publicity |
| Journal: | Business
1987 : OCT-NOV-DEC, VOL. 37:4, p. 9-17 |
| Index terms: | ADVERTISING USA CORPORATE IMAGE |
| Language: | eng |
| Abstract: | Outline of the strategic and tactical issues that advertising managers need to adopt to respond to the potential effects of negative publicity on the products or image of a company. What is negative publicity? Sources of negative publicity. Traditional view of publicity and negative publicity research and how to deal with negative publicity. An Exhibit gives a product/company publicity matrix and a list of works for further reading is given. |
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