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Strayer MKT 505Case Study 4: Advertising,
Public Relations, and the 2008 Beijing Olympics (Case 13-1)
Due
Week 8 and worth 240 points
Write
a 4-5 page report that answers the following:
1.
Analyze
the reasons why the Chinese government hired a Western public relations firm to
work on the 2008 Beijing 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.
5.
Provide
evidence from at least three (3) qualified sources, e.g., textbook,
peer-reviewed journals, government, or professional organizations Websites.
Note: Properly cite your sources in the report and on a separate reference page
that follows the APA style conventions.
Your
assignment must:
Be typed, double
spaced, using Times New Roman font (size 12), with one-inch margins on all
sides; citations and references must follow APA or school-specific format.
Check with your professor for any additional instructions.
name, the course
title, and the date. The cover page and the reference page are not included in
the required assignment page length.
The specific Course
Learning Outcomes associated with this assignment are:
Analyze an integrated
marketing communication (IMC) strategy to support global marketing operations.
Use technology and
information resources to research issues in international marketing.
Write clearly and
concisely about international marketing using proper writing mechanics.
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