Question 1

What are the five key public relations functions?

Accepted Answer

1. Identify stakeholders
2. As

Question 2

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 image damage?

Accepted Answer

A)  impression management 
B)  acclimation 
C)  entitlings 
D)  reinforcement 
A)  impression management 
B)  acclimation 
C)  entitlings 
D)  reinforcement

Question 3

Interstate Battery's sponsorship of a NASCAR driver and car is an example of a public relations program.

Accepted Answer

A) True 
 B)False

Question 4

Which statement below about a corporation's reputation is true?

Accepted Answer

A)  Most corporate leaders clearly understand the reputations of their companies. 
B)  Reputation of a company is not important for individuals seeking employment at a company. 
C)  The reputation is vulnerable to both internal and external negative events. 
D)  In the past decade most consumers have expressed greater trust and respect for various corporations, meaning the reputations have improved. 
A)  Most corporate leaders clearly understand the reputations of their companies. 
B)  Reputation of a company is not important for individuals seeking employment at a company. 
C)  The reputation is vulnerable to both internal and external negative events. 
D)  In the past decade most consumers have expressed greater trust and respect for various corporations, meaning the reputations have improved.

Question 5

Reactive image damage control strategies include each of the following, except:

Accepted Answer

A)  Internet interventions 
B)  entitling strategies 
C)  crisis management programs 
D)  impression management techniques 
A)  Internet interventions 
B)  entitling strategies 
C)  crisis management programs 
D)  impression management techniques

Question 6

In choosing a cause-related program, a company should focus on:

Accepted Answer

A)  causes that employees are involved with 
B)  local community causes 
C)  causes that are not supported by the company's primary competitors 
D)  causes that relate to the company's business 
A)  causes that employees are involved with 
B)  local community causes 
C)  causes that are not supported by the company's primary competitors 
D)  causes that relate to the company's business

Question 7

The public relations department issues a statement saying, "Unusual and unforeseen weather caused this accident. It was beyond our control." This statement is a form of:

Accepted Answer

A)  expression of innocence 
B)  excuse 
C)  rationalization 
D)  justification 
A)  expression of innocence 
B)  excuse 
C)  rationalization 
D)  justification

Question 8

In terms of measuring the impact of public relations, a hit can enhance:

Accepted Answer

A)  the use of a tagline 
B)  brand or company awareness 
C)  company or brand image 
D)  stock dividends 
A)  the use of a tagline 
B)  brand or company awareness 
C)  company or brand image 
D)  stock dividends

Question 9

A stakeholder is:

Accepted Answer

A)  a disinterested third party in a negotiation 
B)  a member of a foreign government 
C)  a person or group with a vested interest in a firm's well-being 
D)  a lobbyist for a company 
A)  a disinterested third party in a negotiation 
B)  a member of a foreign government 
C)  a person or group with a vested interest in a firm's well-being 
D)  a lobbyist for a company

Question 10

In planning a sponsorship or event marketing program, after the marketing team matches the event with the company's customers, vendors, or employees, the next step would be:

Accepted Answer

A)  promote the sponsorship or event 
B)  differentiate the sponsorship or event 
C)  create objectives 
D)  track results 
A)  promote the sponsorship or event 
B)  differentiate the sponsorship or event 
C)  create objectives 
D)  track results

Question 11

Unless a sponsorship is surrounded by supporting marketing efforts, the money invested may not accomplish its objectives.

Accepted Answer

A) True 
 B)False

Question 12

The public relations department is the unit in the company that:

Accepted Answer

A)  manages publicity and other communications with all groups that contact the firm 
B)  manages advertising and promotions 
C)  monitors quality control and operations 
D)  handles in-bound telemarketing calls 
A)  manages publicity and other communications with all groups that contact the firm 
B)  manages advertising and promotions 
C)  monitors quality control and operations 
D)  handles in-bound telemarketing calls

Question 13

In choosing a cause-related program, the marketing team should focus on causes that in some manner relate to the company's business.

Accepted Answer

A) True 
 B)False

Question 14

Who are the major external stakeholders for a public relations department to consider?

Accepted Answer

• Channel members
• Customers

Question 15

While consumers favor green marketing and environmentally-safe products, actual purchases will occur only when all things are considered equal, such as price, quality, convenience, and performance.

Accepted Answer

A) True 
 B)False

Question 16

Damage control is only used when consumers are making unjustified complaints against a company.

Accepted Answer

A) True 
 B)False

Question 17

A stakeholder is a person or group with a vested interest in an organization's well-being.

Accepted Answer

A) True 
 B)False

Question 18

The following are internal stakeholders, except:

Accepted Answer

A)  employees 
B)  labor unions 
C)  shareholders 
D)  customers 
A)  employees 
B)  labor unions 
C)  shareholders 
D)  customers

Question 19

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

Accepted Answer

A)  names of individuals who were responsible for wrong behavior 
B)  rejection of the inappropriate behavior 
C)  approval of the appropriate behavior 
D)  offer of compensation or penance to correct the wrong 
A)  names of individuals who were responsible for wrong behavior 
B)  rejection of the inappropriate behavior 
C)  approval of the appropriate behavior 
D)  offer of compensation or penance to correct the wrong

Question 20

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the following groups are not committed to green marketing or have little commitment, except:

Accepted Answer

A)  sprouts 
B)  grousers 
C)  true-blue greens 
D)  basic browns 
A)  sprouts 
B)  grousers 
C)  true-blue greens 
D)  basic browns

What are the five key public relations functions?

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 image damage?

Interstate Battery's sponsorship of a NASCAR driver and car is an example of a public relations program.

Which statement below about a corporation's reputation is true?

Reactive image damage control strategies include each of the following, except:

In choosing a cause-related program, a company should focus on:

The public relations department issues a statement saying, "Unusual and unforeseen weather caused this accident. It was beyond our control." This statement is a form of:

In terms of measuring the impact of public relations, a hit can enhance:

A stakeholder is:

In planning a sponsorship or event marketing program, after the marketing team matches the event with the company's customers, vendors, or employees, the next step would be:

Unless a sponsorship is surrounded by supporting marketing efforts, the money invested may not accomplish its objectives.

The public relations department is the unit in the company that:

In choosing a cause-related program, the marketing team should focus on causes that in some manner relate to the company's business.

Who are the major external stakeholders for a public relations department to consider?

While consumers favor green marketing and environmentally-safe products, actual purchases will occur only when all things are considered equal, such as price, quality, convenience, and performance.

Damage control is only used when consumers are making unjustified complaints against a company.

A stakeholder is a person or group with a vested interest in an organization's well-being.

The following are internal stakeholders, except:

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

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the following groups are not committed to green marketing or have little commitment, except:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 13: Public Relations and Sponsorship Programs

What are the five key public relations functions?

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 image damage?

Interstate Battery's sponsorship of a NASCAR driver and car is an example of a public relations program.

Which statement below about a corporation's reputation is true?

Reactive image damage control strategies include each of the following, except:

In choosing a cause-related program, a company should focus on:

The public relations department issues a statement saying, "Unusual and unforeseen weather caused this accident. It was beyond our control." This statement is a form of:

In terms of measuring the impact of public relations, a hit can enhance:

A stakeholder is:

In planning a sponsorship or event marketing program, after the marketing team matches the event with the company's customers, vendors, or employees, the next step would be:

Unless a sponsorship is surrounded by supporting marketing efforts, the money invested may not accomplish its objectives.

The public relations department is the unit in the company that:

In choosing a cause-related program, the marketing team should focus on causes that in some manner relate to the company's business.

Who are the major external stakeholders for a public relations department to consider?

While consumers favor green marketing and environmentally-safe products, actual purchases will occur only when all things are considered equal, such as price, quality, convenience, and performance.

Damage control is only used when consumers are making unjustified complaints against a company.

A stakeholder is a person or group with a vested interest in an organization's well-being.

The following are internal stakeholders, except:

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

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the following groups are not committed to green marketing or have little commitment, except:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters