2008 Beijing Olympics – An Advertising and PR Bonanza

MKT 505 Case 13-1 Advertising, Public Relations, and the 2008 Beijing Olympics

(Case 13-1 2008 Beijing Olympics – An Advertising and PR Bonanza)

1.Analyze the reasons why the Chinese government hired a Western public relations firm to work on the 2008 Olympics.

2.Assess the reasons why protesters and activists target events such as the Olympics.

3.Evaluate whether the opportunity to reach a global audience by advertising during the Olympics offsets the potential for bad publicity.

4.Analyze how well of a job the companies identified in this case did in anticipating and responding to the protests.

 

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