Comprehensive Guide to Public Relations, Buzz Marketing, Retail Media, and Ethical Marketing

What is Glossophobia?

An extreme, overwhelming, and irrational fear of public speaking.

What is a key strategy for team presentations?

Designate your strongest speakers while the rest of the team supports.

Name one way to make an emotional connection in a pitch.

Using facts or numbers that make a point.

What do movie trailers and good pitches have in common?

Both connect emotionally with the audience and tell a compelling story.

What is a critical component of a winning pitch?

A deep understanding of your client.

What does Guy Kawasaki's 10/20/30 rule recommend?

12 slides, 10 minutes max, and a reasonable font size with visuals.

What is the first step in starting with a strong opening?

Nail your first sentence to grab attention immediately.

What are the 5 activities/functions of Public Relations?

Advice and Counsel, Writing and Producing Publications, Publicity, Corporate Image Advertising, Monitoring Public Opinion.

What is MPR?

Marketing Public Relations, a marketing-oriented aspect of PR focused on customer interactions.

What is the difference between proactive and reactive MPR?

Proactive MPR seeks opportunities, while reactive MPR responds to negative events.

Give an example of a reactive MPR situation.

Crisis Management in response to product defects or negative publicity.

What lesson was learned from the Bud Light backlash?

Staying silent for too long can worsen the situation.

What is the importance of monitoring public opinion?

To understand what people are saying about your brand online.

What is buzz creation?

A systematic effort to get people talking favorably about a brand.

What is guerrilla marketing?

Unexpected, unconventional tactics to promote a brand.

What is the significance of having a crisis plan?

To act consistently and effectively during a reputational crisis.

What should you do before reacting to a potential crisis?

Confirm that you are actually facing a reputational crisis.

What is the role of emotional hooks in a pitch?

To connect with the audience before presenting facts.

What is the purpose of using metaphors or analogies in a pitch?

To illustrate the problem you solve in a relatable way.

What does 'brilliant brevity' mean in the context of a pitch?

Saying more with less; being clear and concise.

What should you avoid in your presentation to prevent losing credibility?

Spelling or grammar errors.

What is the impact of a strong emotional hook in a pitch?

It engages the audience and makes them more receptive to the message.

What is the significance of visual solutions in a pitch?

Visuals can enhance understanding and retention of the presented ideas.

What is the goal of diffusion marketing?

To spread messages organically through social networks.

What should a company do if it faces backlash for a controversial ad?

Stand by its values or remain silent, but do not walk back commitments.

What is the Charmin 'Enjoy the Go' campaign known for?

Bringing branded bathrooms to Times Square.

What are the three rules for social epidemics according to Malcolm Gladwell?

Law of the Few, Stickiness Factor, Power of Context.

What does the Law of the Few state?

It only takes a few of the right people (messengers) to start the buzz.

What is the Stickiness Factor in viral marketing?

The message must be emotional, funny, or interesting enough that people want to share it.

What does the Power of Context refer to in viral marketing?

Taking advantage of the right timing and cultural moment for marketing.

What is an example of a campaign that utilized location to create buzz?

Charmin's campaign in Times Square.

How can celebrities and influencers create buzz in marketing?

By connecting with the target market.

What role does User Generated Content play in marketing?

It engages consumers and promotes sharing, as seen in the Barbie movie campaign.

What is the significance of linking a campaign to a cause or charity?

It can enhance engagement and motivate action, as seen in IZOD's 'Save the Species' campaign.

What type of marketing involves doing newsworthy stunts?

Publicity-driven marketing.

What is an example of a guerrilla marketing stunt?

OceanSpray's TikTok campaign with the skateboarding guy drinking cranberry juice.

How did Dollar Shave Club use humor in their marketing?

Through entertaining advertisements that resonate with consumers.

What is a common strategy for creating controversy in marketing?

Taking a stand on social issues, as Nike did with Kaepernick.

What is the primary function of Retail Media?

Advertising that brands purchase within a retailer's ecosystem using first-party customer data.

What are the steps in the Retail Media Network (RMN) loop?

Retailer collects data, brand uses ad platform, ads shown, customers click, purchases made, analytics reviewed.

Where is Retail Media found today?

In digital in-store displays, on-site retailer ads, and off-site ads on external platforms.

What is the role of Retail Media in the marketing funnel?

It primarily targets consumers at the bottom of the funnel, focusing on loyalty and advocacy.

What are the advantages of Retail Media for consumers?

Time savings through personalization and more relevant offers.

What percentage of US retail media digital ad spending does Amazon dominate?

76.2%.

What significant change did the launch of ChatGPT bring to AI?

Shifted AI from technical systems to interactive, natural-language decision-support tools.

What are the four benefits of the change brought by ChatGPT?

Easier to use, faster to adopt, no tech barrier, accessible to everyone.

What are the three waves of AI?

Curiosity, Productivity, Workflow Integration.

What does AI as the Helper mean?

AI simplifies daily tasks like writing and summarizing.

What is the role of AI in logistics?

AI balances inventory, makes dynamic pricing decisions, and forecasts demand.

How does AI impact personalization in retail media?

AI tailors results and adapts content in real-time.

What is the difference between old-style keyword search and modern conversational AI?

Old-style requires users to sort through links, while conversational AI provides curated recommendations.

What are the four benefits of the shift to interactive AI?

Easier to use, faster to adopt, no tech barrier, accessible to everyone.

What does AI as a Helper do?

Simplifies daily tasks like writing and summarizing.

What is the role of AI as an Analyst?

Synthesizes data, feedback, and trends for decisions.

How does AI enhance creativity?

Generates content, visuals, and messaging at scale.

What does AI as a Co-Creator involve?

Built into workflows, automates reports and briefs.

What is the function of AI as a Co-Worker?

Intelligent systems plan, optimize, predict, and manage multi-channel tasks.

What are the three areas in retail that AI impacts?

Shopping, Logistics, Retail Media.

How does AI impact the shopping experience?

Shapes discovery, accelerates purchase, and guides planning.

What role does AI play in logistics?

Balances inventory, makes dynamic pricing decisions, and forecasts demand.

What is the significance of AI in retail media?

Personalizes content, creates rapidly, optimizes ad performance, and provides analytics.

What can AI shopping assistants do?

Automate product comparison, support decision-making, and complete checkout without human input.

What is the Trust Problem in AI shopping?

Only 8% of consumers are fully comfortable with AI agents mediating commerce.

What does 'Search = Shelf' mean in digital retail?

Search ranking determines visibility and revenue; AI influences who wins the search.

What are the ethical concerns of targeting in marketing?

Exploits vulnerabilities and manipulates consumers, especially vulnerable populations.

Who are considered vulnerable populations in marketing?

Elderly, children, individuals addicted to products, and socially disadvantaged people.

What ethical issues arise when marketing to children and teens?

Includes targeting for vaping, violent entertainment, and unhealthy food marketing.

What actions have brands taken regarding self-esteem and self-image?

CVS Beauty Mark, Dove Self-Esteem Project, and partnerships promoting body positivity.

What did the Dove study find about the beauty industry?

It costs the US economy over $501 billion annually due to negative impacts on self-esteem.

How does the beauty industry perpetuate unrealistic standards?

By using super-thin models, airbrushing, and Photoshop to create unattainable ideals.

What is the estimated value of the porn industry?

$100 billion

What are some negative societal impacts of the porn industry?

It fuels sex trafficking, violence, and rape.

How does pornography affect emotional well-being?

It can cause addiction, leading to superficial satisfaction and emotional emptiness.

What percentage of teens have consumed pornography?

73% of teens.

What is the average age of first exposure to pornography?

12 years old.

What mental health condition can affect 70% of wives of sex addicts?

PTSD (Post-Traumatic Stress Disorder).

What is the likelihood of couples who view pornography to separate?

They are twice as likely to separate.

What is a growing concern regarding AI in pornography?

96% of deepfakes are non-consensual and pornographic.

What are the six criticisms of advertising?

1. Untruthful and Deceptive 2. Manipulative 3. Offensive and Bad Taste 4. Creates and Perpetuates Stereotypes 5. Persuades Unnecessary Purchases 6. Plays on Fears and Insecurities.

What example illustrates deceptive advertising?

The Bud Light corn syrup lawsuit.

What is the FTC's stance on misleading advertising?

If misleading, targets a reasonable consumer, and is central to purchase, the brand can be sued.

What was the consumer redress amount from FTC actions in 2025?

Over $1.8 billion.

What ethical issue arises in publicity?

Do firms confess to mistakes or cover them up?

What ethical concerns exist in packaging and branding?

Misleading labels and exaggerated visuals.

What ethical issues are associated with sales promotions?

Promising rewards and not delivering, exaggerating winning odds.

What is Retail Media?

Advertising that takes place within a retailer's own channels using first-party data.

What is a Retail Media Network (RMN)?

A platform a retailer builds to sell advertising space to brands.

What are some popular forms of retail media ads?

Sponsored product listings, search ads, display ads, in-store digital screens.

What drives the necessity for a full-funnel marketing strategy?

The fragmented media landscape where consumers interact with brands across many touchpoints.

What are the three stages of the marketing funnel?

Top of Funnel (Awareness), Mid Funnel (Consideration), Bottom of Funnel (Conversion/Loyalty).

What is the goal of the top of the funnel in marketing?

To build brand awareness at scale.

What is the goal of the mid funnel in marketing?

To drive consideration among relevant audiences.

What is the goal of the bottom of the funnel in marketing?

To convert intent into purchases and foster loyalty post-purchase.