Exam 13: Public Relations and Sponsorship Programs

The marketing department tends to deal with customers and potential customers while the public relations department deals with the other non-customers.

To maximize the benefits of a sponsorship effort, company leaders should define the primary goals of the program.

With regard to the public relations aspect of cause-related marketing, a company wishing to benefit should:

Claiming a product is low-carb while displaying the waistline of a thin person is an example of an enhancement strategy.

Interstate Batteries' sponsorship of a NASCAR driver and car is an example of a sponsorship program.

Damage control is:

In a public relations program, a hit is:

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

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

When planning a sponsorship or event marketing program, after the marketing group decides on the objective, the next step would be to:

The obligation an organization has to be ethical, accountable, and reactive to the needs of society is:

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

A Hispanic fiesta held in Houston, Texas funded by a food company is an example of:

Entitlings and enhancements are reactive damage control public relations activities.

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

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

Special interest groups are:

When Interstate Batteries receives a positive news story about its involvement with NASCAR, it is an example of a(n):

Greenback Green consumers are less committed to environmentally safe products.

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