Case 1: Advertising, Public Relations, and the 2008 Beijing Olympics: The Assignment Overview: The Chinese establishment left nothing to chance in its demand to entertain the 2008 Olympic Games. After narrowly losing its 1993 hosting bid, the Chinese government filld several humankind relations (PR) firms and consultants, including U.S.-based Weber Shandwick and bell shape Pottinger, a British firm. The investment in PR nonrecreational off: The International Olympics Committee named China as the host of the 2008 games. In addition to targeting the Chinese government, activists also set their sights on Carrefour, Coca-Cola, Lenovo, McDonalds, and other global companies that spent tens of millions of dollars on advertising and public relations campaigns associated with the Games and the Olympic torch relay. These A-list Olympics sponsors were forced to take a proactive approach to PR as well. Adidas is the second largest sphere seller of sport shoes, after Nike. Adidas advertising campaigns usually involves notable names in sport.
Adidas is trying to unseat Nike from the position of diligence leader by launching the new Adidas 1 which is verbalize to be an intelligent shoe and by involving David Beckham, a noted football (soccer) player, in its advertisements. 1. Why did the Chinese government hire a Western public relations firm to hold on the 2008 Beijing Olympics? 2. Why do protesters and activists target events much(prenominal) as the Olympics? 3. Does the opportunity to reach a global sense of hearing by advertising during the Olympics offset the potential for bad promotion? 4. Do you think the companies identified in this case did a good job anticipating and responding to the protests? If you want to get a upright essay, order it on our website:
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