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The relevance of the notion for all publicity is good publicity: The influencing factors in the 21st century

Author

Listed:
  • Kenichi Jogel Pacis

    (University of Santo Tomas)

  • Maria Angela Almendrala

    (University of Santo Tomas)

  • Rica Jade Paitone

    (University of Santo Tomas)

  • Antonio Etrata Jr.

    (University of Santo Tomas)

Abstract

In the age of technology and a competitive market within the Philippines, an adverse stance or aftereffects of a situation have a significant impact on the sensibility of the audiences and are likely to prompt either positive or negative reactions from them. However, in the marketing and advertising sectors, the belief "All Publicity is Good Publicity" is well-known, which states that any form of publicity is fine as long as it cultivates presence and visibility. To be able to determine whether the notion is still highly appropriate in the 21st century and to provide a definite difference between good and bad publicity, the researchers have used a mixed-method approach and employed the use of quasi-experiment and short Focus Group Discussion (FGD) instruments for forty (40) participants under the Generation Z demographic group in Metro Manila. The researchers have also chosen six (6) business owners, advertisers, or managers within the metro for personal interviews in order to identify the perspective of both parties. Overall, the results show that the notion is no longer very relevant. According to the four influencing factors, defiance of advertising ethics does not always result in negative press, but non-compliance with corporate social responsibility (CSR), controversial advertising and situations, and corporate scandals do. It is important to highlight that every advertising or activity must be well-planned since there is a clear difference between good and poor exposure. Key Words:Advertising Ethics, Controversial Advertising, Corporate Scandal, Corporate Social Responsibility, Publicity

Suggested Citation

  • Kenichi Jogel Pacis & Maria Angela Almendrala & Rica Jade Paitone & Antonio Etrata Jr., 2022. "The relevance of the notion for all publicity is good publicity: The influencing factors in the 21st century," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(2), pages 42-56, March.
    • Handle: RePEc:rbs:ijbrss:v:11:y:2022:i:2:p:42-56
    DOI: 10.20525/ijrbs.v11i2.1687
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    References listed on IDEAS

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    1. Einwiller, Sabine & Lis, Bettina & Ruppel, Christopher & Sen, Sankar, 2019. "When CSR-based identification backfires: Testing the effects of CSR-related negative publicity," Journal of Business Research, Elsevier, vol. 104(C), pages 1-13.
    2. Caroline Moraes & Nina Michaelidou, 2017. "Introduction to the Special Thematic Symposium on the Ethics of Controversial Online Advertising," Journal of Business Ethics, Springer, vol. 141(2), pages 231-233, March.
    3. Bang Nguyen & T. C. Melewar & Junsong Chen, 2013. "A Framework of Brand Likeability : An Exploratory Study of Likeability in Firm-Level Brands," Post-Print hal-02312296, HAL.
    4. Dutta, Sujay & Pullig, Chris, 2011. "Effectiveness of corporate responses to brand crises: The role of crisis type and response strategies," Journal of Business Research, Elsevier, vol. 64(12), pages 1281-1287.
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