Marketing Paper

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1. Analyze the reasons why the Chinese government hired a Western public relations firm to work on the 2008 Beijing Olympics. The Chinese government felt it was necessary to hire a Western public relations firm for the 2008 Beijing Olympics in an effort to create a positive country image. Creating this positive image also included reducing human rights concerns that were being addressed by groups such as Darfur and Tibet. The public image of China could have negatively influenced international consumers’ attitudes and purchasing intentions for certain products and brands. The issues unfolding in China were going to be put under a microscope and magnified as media attention shifted to China because of the Olympics. The hot button issues…show more content…
The impact of the extensive exposure can be beneficial or harmful to companies and their brand depending on certain situations. Dow is an example of a company who have received negative publicity during the Olympic Games. The company has been criticized for its alleged involvement with the pesticide plant accident that killed thousands of people in India. Almost all publicity from Dow becoming one of the eleven major games sponsors has been negative, and just about every story written about Dow associates the company’s name with Bhopal, one of the world’s worst industrial disasters (MSNBC, 2012). Rights groups, athletes, and politician have spoken out against Dow and signed petitions against Dow’s participation. The company paid nearly $11 million for fabric panels to wrap around the London Olympic stadium, but to assuage public protest, Dow agreed not to put its logo on the decoration (MSNBC, 2012). In this case the publicity was negative and possibly could have been avoided had Dow not opted to join the other sponsors. Although there is a possibility for negative publicity, opportunity to reach global audiences greatly outweighs the potential for negative publicity. Billions of dollars are spent by businesses to win the hearts and minds of a global audience. Visa paid around $100 million for the privilege of being one of the London Games’ top sponsors along with Coca-Cola, McDonald’s, and Procter & Gamble (Ross, 2012). Although this is

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