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Bad reviews actually had a more positive effect on sales, over a short time frame

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after the movie "Borat" made fun of Kazakhstan, Hotels.com reported a 300% increase in requests for information about the country

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Some brands might create bad publicity internally generated, these are usually forms of PR stunts which can be easily fixed, thus keeping the firm relevant and also showing consumers, firms care about their feedbacck

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Sometimes marketers do what possible takes to promote themselves, either in good way or bad way.

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Being relevant is important in the modern market

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Being relevant is important in the modern market

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There is such thing as bad publicity!!  Brand reputation will decrease drastically and it will stay in the company record!! Sales will fall, profit goes down.

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Brand image/reputation will be affected for a long period of time after being involved in bad publicity

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Although there may be bad comments to the company but at least the public knows about you.

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Customers will start losing that trust and relationship built with the company if they have been lied to. This might lead to customers or even employees and partners questioning the integrity of the company

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People are getting educated and smarter in this current era. I don’t think PT Barnum's work during this time as people can find what's the problem and post it onto social media, investigate it, and police can sue him for scamming people. (in long-term)

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P.T. Barnum's antics although would work in the short term, because people would be interested to know what he's actually about and whether he has truth to his claims. In the long run in this generation of social media people would catch on to the fact that most of what he says is a hoax.

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In modern times, information is much easier to search. It does not require everyone going to PT Barnum's show, but all it needs is a few bad reviews online

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https://www.cnbc.com/2019/04/23/cramer-elon-musk-is-the-pt-barnum-of-our-time.html
In the above article it can be seen, that Elon Musk is compared to a modern day PT Burnam. Because even though Elon doesn't always deliver on his promises, he still gives people something meaningful in the form of his move towards a greener future and stays relevant by appearing in pop culture shows.