Question 1

The decision criteria used in selecting a public relations firm is different than criteria in selecting an advertising agency.

Accepted Answer

A) True 
 B)False

Question 2

Sponsorship marketing occurs when a company pays money to sponsor a person or group involved in an activity.

Accepted Answer

A) True 
 B)False

Question 3

When tires on new Ford vehicles were blowing out prematurely, Ford CEO Jacques Nasser blamed Bridgestone/Firestone for the problem. Bridgestone, in turn, blamed drivers for the problem stating the tires were not inflated sufficiently. Bridgestone/Firestone used which method?

Accepted Answer

A)  Expression of innocence 
B)  Excuses 
C)  Apology 
D)  Justifications 
A)  Expression of innocence 
B)  Excuses 
C)  Apology 
D)  Justifications

Question 4

Some individuals would like to create a Department of ________ to oversee both the public relations activities and the marketing programs.

Accepted Answer

A)  Communications 
B)  Advertising 
C)  Specialty events 
D)  Production 
A)  Communications 
B)  Advertising 
C)  Specialty events 
D)  Production

Question 5

Conducting a health fair at a local hospital is an example of ________ marketing.

Accepted Answer

A)  sponsorship 
B)  event 
C)  cause-related 
D)  social 
A)  sponsorship 
B)  event 
C)  cause-related 
D)  social

Question 6

Wholly Guacamole advertising a special brand alliance with Sonic restaurants is an example of:

Accepted Answer

A)  sponsorship marketing. 
B)  event marketing. 
C)  specialty marketing. 
D)  a cross-promotion. 
A)  sponsorship marketing. 
B)  event marketing. 
C)  specialty marketing. 
D)  a cross-promotion.

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Believing that Wheaties may help make you a champion, because 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 9

When planning a sponsorship or event marketing program, the final essential ingredient or step is to:

Accepted Answer

A)  identify the competition. 
B)  differentiate the sponsorship or event. 
C)  qualify prospects. 
D)  track results. 
A)  identify the competition. 
B)  differentiate the sponsorship or event. 
C)  qualify prospects. 
D)  track results.

Question 10

The consumer segment called Environmental Browns is the most likely to buy environmentally safe products.

Accepted Answer

A) True 
 B)False

Question 11

A local race car driver who displays advertising on his or her car is involved in ________ marketing.

Accepted Answer

A)  sponsorship 
B)  event 
C)  mobile 
D)  cause-related 
A)  sponsorship 
B)  event 
C)  mobile 
D)  cause-related

Question 12

It is not important for a public relations firm to understand a company's integrated marketing campaign theme, because a public relations firm primarily deals with non-customer stakeholders.

Accepted Answer

A) True 
 B)False

Question 13

A stakeholder is a:

Accepted Answer

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

Question 14

Sponsorships are typically used to accomplish each of the following objectives. except:

Accepted Answer

A)  showcase specific goods and services. 
B)  sell excess inventory. 
C)  enter international markets. 
D)  help a firm develop closer relationships with current and perspective customers. 
A)  showcase specific goods and services. 
B)  sell excess inventory. 
C)  enter international markets. 
D)  help a firm develop closer relationships with current and perspective customers.

Question 15

Reacting to negative events caused by a company error, consumer grievances, or exaggerated negative press is called:

Accepted Answer

A)  affirmative social responsibility. 
B)  acclaiming. 
C)  entitling. 
D)  damage control. 
A)  affirmative social responsibility. 
B)  acclaiming. 
C)  entitling. 
D)  damage control.

Question 16

Saying, "We didn't cause this negative event to happen, it was some other company" is an example of using the impression management technique of:

Accepted Answer

A)  an expression of innocence. 
B)  an excuse. 
C)  moral ambiguity. 
D)  a justification. 
A)  an expression of innocence. 
B)  an excuse. 
C)  moral ambiguity. 
D)  a justification.

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

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

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A)  who will handle the various activities, an internal department or an external agency. 
B)  the objectives of the public relations effort. 
C)  how it will be integrated with the firm's IMC plans. 
D)  the criteria for the selection of a public relations firm. 
A)  who will handle the various activities, an internal department or an external agency. 
B)  the objectives of the public relations effort. 
C)  how it will be integrated with the firm's IMC plans. 
D)  the criteria for the selection of a public relations firm.

Question 20

What is green marketing and what approaches can a firm use in green marketing?

Accepted Answer

Green marketing is the development and p

The decision criteria used in selecting a public relations firm is different than criteria in selecting an advertising agency.

Sponsorship marketing occurs when a company pays money to sponsor a person or group involved in an activity.

When tires on new Ford vehicles were blowing out prematurely, Ford CEO Jacques Nasser blamed Bridgestone/Firestone for the problem. Bridgestone, in turn, blamed drivers for the problem stating the tires were not inflated sufficiently. Bridgestone/Firestone used which method?

Some individuals would like to create a Department of ________ to oversee both the public relations activities and the marketing programs.

Conducting a health fair at a local hospital is an example of ________ marketing.

Wholly Guacamole advertising a special brand alliance with Sonic restaurants is an example of:

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, because so many successful athletes have endorsed the cereal, is the result of using which proactive prevention strategy for image damage?

When planning a sponsorship or event marketing program, the final essential ingredient or step is to:

The consumer segment called Environmental Browns is the most likely to buy environmentally safe products.

A local race car driver who displays advertising on his or her car is involved in ________ marketing.

It is not important for a public relations firm to understand a company's integrated marketing campaign theme, because a public relations firm primarily deals with non-customer stakeholders.

A stakeholder is a:

Sponsorships are typically used to accomplish each of the following objectives. except:

Reacting to negative events caused by a company error, consumer grievances, or exaggerated negative press is called:

Saying, "We didn't cause this negative event to happen, it was some other company" is an example of using the impression management technique of:

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

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

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

What is green marketing and what approaches can a firm use in green marketing?

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

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

The decision criteria used in selecting a public relations firm is different than criteria in selecting an advertising agency.

Sponsorship marketing occurs when a company pays money to sponsor a person or group involved in an activity.

When tires on new Ford vehicles were blowing out prematurely, Ford CEO Jacques Nasser blamed Bridgestone/Firestone for the problem. Bridgestone, in turn, blamed drivers for the problem stating the tires were not inflated sufficiently. Bridgestone/Firestone used which method?

Some individuals would like to create a Department of ________ to oversee both the public relations activities and the marketing programs.

Conducting a health fair at a local hospital is an example of ________ marketing.

Wholly Guacamole advertising a special brand alliance with Sonic restaurants is an example of:

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, because so many successful athletes have endorsed the cereal, is the result of using which proactive prevention strategy for image damage?

When planning a sponsorship or event marketing program, the final essential ingredient or step is to:

The consumer segment called Environmental Browns is the most likely to buy environmentally safe products.

A local race car driver who displays advertising on his or her car is involved in ________ marketing.

It is not important for a public relations firm to understand a company's integrated marketing campaign theme, because a public relations firm primarily deals with non-customer stakeholders.

A stakeholder is a:

Sponsorships are typically used to accomplish each of the following objectives. except:

Reacting to negative events caused by a company error, consumer grievances, or exaggerated negative press is called:

Saying, "We didn't cause this negative event to happen, it was some other company" is an example of using the impression management technique of:

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

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

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

What is green marketing and what approaches can a firm use in green marketing?

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters