In the aftermath of a massive oil spill caused by its rigs in the Gulf of Mexico, petroleum firm BP faced a major public relations crisis. The company was blamed by the press and by much of the public for poor safety procedures and a lack of concern for the environment. BP decided to respond on television. The firm aired multiple TV commercials that stressed its commitment to repairing the environmental damage and rebuilding the local economy. Why did BP choose television to communicate its message, despite the high costs of this medium?
In the aftermath of a massive oil spill caused by its rigs in the Gulf of Mexico, petroleum firm BP faced a major public relations crisis. The company was blamed by the press and by much of the public for poor safety procedures and a lack of concern for the environment. BP decided to respond on television. The firm aired multiple TV commercials that stressed its commitment to repairing the environmental damage and rebuilding the local economy. Why did BP choose television to communicate its message, despite the high costs of this medium?
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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In the aftermath of a massive oil spill caused by its rigs in the Gulf of Mexico, petroleum firm BP faced a major public relations crisis. The company was
blamed by the press and by much of the public for poor safety procedures and a lack of concern for the environment.
BP decided to respond on television. The firm aired multiple TV commercials that stressed its commitment to repairing the environmental damage and
rebuilding the local economy. Why did BP choose television to communicate its message, despite the high costs of this medium?
Expert Solution
Step 1
Massive public reach should be done in case of representing corrective actions taken in order to damage control
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