Exam 13: Public Relations and Sponsorship Programs

An apology strategy is an impression management technique that is often used by companies in reacting to negative events.

Most marketers today support creating a department of communications that would handle all of the marketing as well as public relations activities for a firm.

The first major decision company leaders must make concerning public relations is:

One of the functions of public relations is to create positive image-building activities through developing sponsorships and cause-related programs that enhance the company's image.

Cause-related marketing is important to nonprofit organizations because of increased competition among nonprofits for corporate support.

Believing that Wheaties may help make you a champion,since so many successful athletes have endorsed the cereal,is the result of using which proactive prevention strategy for damage control?

Giving out samples of Pizza Hut products in conjunction with the debut of a motion picture that was funded by Pizza Hut is an example of:

An apology strategy to manage a negative publicity situation should include each of the following elements,except:

Tracking the results of an event marketing campaign and sponsorship is important in order to evaluate the investment.

If a company uses an apology strategy in a negative crisis situation,it will only work if the public feels the apology is sincere and heartfelt.

In terms of the public relations aspect of cause-related marketing,for companies to benefit the company should:

When a dentist provides free services to women living in a shelter,it is:

To spread negative information about a company or brand using the Internet,an individual can utilize e-mail,chat rooms,rogue Web sites,and Internet blogs.

A code of ethics for a profession or company is one element of a social responsibility program.

Apology strategies are most often used in situations in which:

In using an apology strategy to a crisis situation,the firm must acknowledge its inappropriate behavior and make a commitment not to engage in any further inappropriate behavior.

Paying for an advertisement promoting a concert tour by a band and creating tie-ins with company products at the concerts is an example of:

One of the functions of public relations is to assess the company's reputation.

Conducting a health fair at a local hospital is an example of:

In making the decision on how much emphasis a company should put on green marketing,managers should ask all of the following initial questions,except: