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.