Question 1

Why is exclusivity important to event sponsors?

Accepted Answer

The need for companies to be differentiated within events they sponsor calls for exclusivity, meaning that direct competitors are blocked from sponsorship. Also, a concern among sponsors is the clutter of lower-level sponsors in non-competing categories that reduce the overall impact of the primary sponsor. Typically, sponsorships are offered on a tiered basis with sponsors on lower tiers having fewer privileges.

Question 2

At the product level, publicity is used to launch goods.

Accepted Answer

A) True 
 B)False  True

Question 3

Distributors and suppliers are part of an organization's internal publics.

Accepted Answer

A) True 
 B)False  True

Question 4

The need for companies to be differentiated within events they sponsor calls for

Accepted Answer

A)  less advertising 
B)  more lower level competitor sponsors 
C)  a wider target audience 
D)  exclusivity 
E)  more companies to share the cost 
A)  less advertising 
B)  more lower level competitor sponsors 
C)  a wider target audience 
D)  exclusivity 
E)  more companies to share the cost

Question 5

How can public relations aid in a not-for-profit organization's fundraising efforts?

Accepted Answer

Some people perceive the organization to

Question 6

Describe social media and provide examples.

Accepted Answer

Social media are the online tools that p

Question 7

One reason many companies are reluctant to enter into sponsorship programs is because they are

Accepted Answer

A)  difficult to implement 
B)  difficult to measure 
C)  prohibitively expensive 
D)  risky to undertake 
E)  a drain on resources 
A)  difficult to implement 
B)  difficult to measure 
C)  prohibitively expensive 
D)  risky to undertake 
E)  a drain on resources

Question 8

Explain the concept of venue marketing and provide at least two examples.

Accepted Answer

Venue marketing or venue sponsorship is

Question 9

Festivals are a worthwhile sponsorship investment because they

Accepted Answer

A)  are usually televised 
B)  receive a higher level of media coverage 
C)  have a lower CPM 
D)  reach a youth audience 
E)  reach a cross-section of adult target audiences 
A)  are usually televised 
B)  receive a higher level of media coverage 
C)  have a lower CPM 
D)  reach a youth audience 
E)  reach a cross-section of adult target audiences

Question 10

When a product is given free to trendsetters in the hope that they will create buzz about the product, ?_______ is being used.

Accepted Answer

A)  community relations 
B)  branded content 
C)  product seeding 
D)  fundraising 
E)  product placement 
A)  community relations 
B)  branded content 
C)  product seeding 
D)  fundraising 
E)  product placement

Question 11

In terms of public relations, internal publics include

Accepted Answer

A)  customers 
B)  prospective shareholders 
C)  the financial community 
D)  community organizations 
E)  the media 
A)  customers 
B)  prospective shareholders 
C)  the financial community 
D)  community organizations 
E)  the media

Question 12

In order to predispose people to donate, public relations is used to

Accepted Answer

A)  expose a particular brand 
B)  educate the public about how funds will be used 
C)  handle a crisis 
D)  communicate a company's stand on an issue 
E)  change government policy 
A)  expose a particular brand 
B)  educate the public about how funds will be used 
C)  handle a crisis 
D)  communicate a company's stand on an issue 
E)  change government policy

Question 13

Preteens and teens are difficult to reach through conventional media but can be reached effectively through sponsorship of rock concerts and music tours.

Accepted Answer

A) True 
 B)False

Question 14

A public relations plan usually involves five steps, the first of which is

Accepted Answer

A)  establish objectives 
B)  just do it 
C)  evaluation 
D)  situation analysis 
E)  devise a strategy 
A)  establish objectives 
B)  just do it 
C)  evaluation 
D)  situation analysis 
E)  devise a strategy

Question 15

What separates cultural events from sports and entertainment events is

Accepted Answer

A)  the number of sponsors 
B)  audience size 
C)  the location 
D)  publicity 
E)  goodwill 
A)  the number of sponsors 
B)  audience size 
C)  the location 
D)  publicity 
E)  goodwill

Question 16

One of the goals of fundraising campaigns for organizations like the United Way or Salvation Army is

Accepted Answer

A)  lobbying 
B)  to foster community relations 
C)  issue management 
D)  to change government policy 
E)  to communicate what the organization is all about 
A)  lobbying 
B)  to foster community relations 
C)  issue management 
D)  to change government policy 
E)  to communicate what the organization is all about

Question 17

The industry benchmark for sponsorship is currently 4:1, meaning $4 in sponsorship and its marketing support for every $1 spent on exposure (e.g., free air time).

Accepted Answer

A) True 
 B)False

Question 18

When a company sponsors an event in order to promote a newsworthy activity related to a product, they are using

Accepted Answer

A)  branded content 
B)  product placement 
C)  product seeding 
D)  buzz marketing 
E)  a borrowed-interest strategy 
A)  branded content 
B)  product placement 
C)  product seeding 
D)  buzz marketing 
E)  a borrowed-interest strategy

Question 19

A concern among sponsors is the clutter of advertising and signage at events.

Accepted Answer

A) True 
 B)False

Question 20

Ambush marketing is a strategy used by sponsors to increase their coverage at a sponsored event.

Accepted Answer

A) True 
 B)False

Why is exclusivity important to event sponsors?

At the product level, publicity is used to launch goods.

Distributors and suppliers are part of an organization's internal publics.

The need for companies to be differentiated within events they sponsor calls for

How can public relations aid in a not-for-profit organization's fundraising efforts?

Describe social media and provide examples.

One reason many companies are reluctant to enter into sponsorship programs is because they are

Explain the concept of venue marketing and provide at least two examples.

Festivals are a worthwhile sponsorship investment because they

When a product is given free to trendsetters in the hope that they will create buzz about the product, ?_______ is being used.

In terms of public relations, internal publics include

In order to predispose people to donate, public relations is used to

Preteens and teens are difficult to reach through conventional media but can be reached effectively through sponsorship of rock concerts and music tours.

A public relations plan usually involves five steps, the first of which is

What separates cultural events from sports and entertainment events is

One of the goals of fundraising campaigns for organizations like the United Way or Salvation Army is

The industry benchmark for sponsorship is currently 4:1, meaning $4 in sponsorship and its marketing support for every $1 spent on exposure (e.g., free air time).

When a company sponsors an event in order to promote a newsworthy activity related to a product, they are using

A concern among sponsors is the clutter of advertising and signage at events.

Ambush marketing is a strategy used by sponsors to increase their coverage at a sponsored event.

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Filters

Exam 14: Public Relations and Experiential Marketing

Why is exclusivity important to event sponsors?

At the product level, publicity is used to launch goods.

Distributors and suppliers are part of an organization's internal publics.

The need for companies to be differentiated within events they sponsor calls for

How can public relations aid in a not-for-profit organization's fundraising efforts?

Describe social media and provide examples.

One reason many companies are reluctant to enter into sponsorship programs is because they are

Explain the concept of venue marketing and provide at least two examples.

Festivals are a worthwhile sponsorship investment because they

When a product is given free to trendsetters in the hope that they will create buzz about the product, ?_______ is being used.

In terms of public relations, internal publics include

In order to predispose people to donate, public relations is used to

Preteens and teens are difficult to reach through conventional media but can be reached effectively through sponsorship of rock concerts and music tours.

A public relations plan usually involves five steps, the first of which is

What separates cultural events from sports and entertainment events is

One of the goals of fundraising campaigns for organizations like the United Way or Salvation Army is

The industry benchmark for sponsorship is currently 4:1, meaning $4 in sponsorship and its marketing support for every $1 spent on exposure (e.g., free air time).

When a company sponsors an event in order to promote a newsworthy activity related to a product, they are using

A concern among sponsors is the clutter of advertising and signage at events.

Ambush marketing is a strategy used by sponsors to increase their coverage at a sponsored event.

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Filters