search query: @author Romeo, J. B. / total: 2
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| Author: | Weinberger, M. G. Romeo, J. B. Piracha, A. |
| Title: | Negative product safety news: coverage, responses, and effects |
| Journal: | Business Horizons
1991 : MAY-JUN, VOL. 34:3, p. 23-31 |
| Index terms: | MARKETING INFORMATION COMMUNICATION ADVERTISING PRODUCTS SAFETY |
| Language: | eng |
| Abstract: | Negativity in marketing communication is a dangerous phenomenon, the antithesis of the goal of the firm's marketing program - especially good public relations and advertising. The interest here is to learn what impact negative product information has and how it can be dealt with more effectively. The sales and market share effects of six of the major negative publicity incidents in the automotive industry are examined. A corporate response immediately following the negative publicity may lessen the detrimental sales effects. The severity of the alleged problem, the type and length of media coverage, and the company response govern the impact. |
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