Question 1

Viral marketing can be compared to a(n)_____.

Accepted Answer

A)  channel 
B)  link 
C)  epidemic 
D)  network 
E)  interconnect 
A)  channel 
B)  link 
C)  epidemic 
D)  network 
E)  interconnect

Question 2

Messages about new products that are attention-catching and memorable enable more rapid diffusion because they possess the _____ factor.

Accepted Answer

A)  legend 
B)  stickiness 
C)  rumor 
D)  cleverness 
E)  contextual 
A)  legend 
B)  stickiness 
C)  rumor 
D)  cleverness 
E)  contextual

Question 3

What is the key question marketers need to ask when considering sponsorships?

Accepted Answer

A)  Does the event complement existing sponsorships? 
B)  Is the event consistent with the brand image and will it benefit the image? 
C)  How do you do sponsorships that build brand equity and maintain fiscal responsibility? 
D)  Does the event offer a strong likelihood of reaching the desired target audience? 
E)  Is this event one that the competition has previously sponsored? 
A)  Does the event complement existing sponsorships? 
B)  Is the event consistent with the brand image and will it benefit the image? 
C)  How do you do sponsorships that build brand equity and maintain fiscal responsibility? 
D)  Does the event offer a strong likelihood of reaching the desired target audience? 
E)  Is this event one that the competition has previously sponsored?

Question 4

An event sponsor typically competes for signage and attention from every other sponsor of the event.This is knows as what?

Accepted Answer

A)  clutter 
B)  image matchup 
C)  audience fit 
D)  misidentification 
E)  economic viability 
A)  clutter 
B)  image matchup 
C)  audience fit 
D)  misidentification 
E)  economic viability

Question 5

Commercial rumors are widely circulated but unverified propositions about a product,brand,company,store,or other commercial target.

Accepted Answer

A) True 
 B)False

Question 6

What function do opinion leaders perform?

Accepted Answer

A)  They inform other people about products. 
B)  They provide advice. 
C)  They reduce the follower's perceived risk in purchasing a product. 
D)  They confirm decisions that followers have already made. 
E)  All of these are correct. 
A)  They inform other people about products. 
B)  They provide advice. 
C)  They reduce the follower's perceived risk in purchasing a product. 
D)  They confirm decisions that followers have already made. 
E)  All of these are correct.

Question 7

Ramesh's Kitchen was a very successful restaurant until it was widely rumored that bugs infested the rice that it serves.Ramesh's Kitchen's popularity has been victimized by a _____.

Accepted Answer

A)  competitive rumor 
B)  conspiracy rumor 
C)  reactive rumor 
D)  contamination rumor 
E)  false rumor 
A)  competitive rumor 
B)  conspiracy rumor 
C)  reactive rumor 
D)  contamination rumor 
E)  false rumor

Question 8

When Apple introduced their iPhone to the market,there were not enough available for everyone who wanted to purchase one.This is an example of _____ to generate excitement and set the WOM network into action.

Accepted Answer

A)  using a celebrity icon 
B)  designing the product to be unique 
C)  selecting and seeding the vanguard 
D)  rationing supply 
E)  nurturing the grass roots 
A)  using a celebrity icon 
B)  designing the product to be unique 
C)  selecting and seeding the vanguard 
D)  rationing supply 
E)  nurturing the grass roots

Question 9

One of the best ways to ignite explosive self-generating demand for a new product is to get it into the hands of a celebrity.

Accepted Answer

A) True 
 B)False

Question 10

Executive-statement releases may address such topics as forecasts of future sales or views on the economy.

Accepted Answer

A) True 
 B)False

Question 11

Event sponsorship typically involves supporting causes deemed to be of interest to some facet of society.

Accepted Answer

A) True 
 B)False

Question 12

Managers of Kibbles 'n Bits brand of dog food developed the "Do Your Bit for Kibbles 'n Bits" tour that covered 33 U.S.cities during a three-month period.The event involved having consumers in each of the cities enter their dogs in a competition to determine which dog would be picked for the brand's next TV commercial,based on the quality of tricks the dog would perform to receive Kibbles 'n Bits food.This is an example of _____.

Accepted Answer

A)  cause-related marketing 
B)  public relations 
C)  sales promotion 
D)  database marketing 
E)  creating a customized event 
A)  cause-related marketing 
B)  public relations 
C)  sales promotion 
D)  database marketing 
E)  creating a customized event

Question 13

Proactive marketing public relations is undertaken as a result of external pressures.

Accepted Answer

A) True 
 B)False

Question 14

When selecting an event to sponsor,which factor to consider requires examining existing sponsorships and programs for the brand?

Accepted Answer

A)  economic viability 
B)  complement other marcom elements 
C)  clutter 
D)  target audience fit 
E)  image matchup 
A)  economic viability 
B)  complement other marcom elements 
C)  clutter 
D)  target audience fit 
E)  image matchup

Question 15

A sneaker company sponsored a marathon.When the marathon was halted in progress because of an unexpectedly high heat index,the company a loss with no return on a significant portion of its investment and no legal recourse because it did not write accommodations for ______ into the sponsorship agreement.

Accepted Answer

A)  granting of rights 
B)  control of the licensing 
C)  escape clauses 
D)  changes in events 
E)  payment terms 
A)  granting of rights 
B)  control of the licensing 
C)  escape clauses 
D)  changes in events 
E)  payment terms

Question 16

The most common form of CRM arrangement involves a company contributing to a designated cause every time the customer undertakes some action that supports the company and its brands.The company's contribution is,in other words,contingent on the customer's _____.

Accepted Answer

A)  being aware of the brand 
B)  supporting a cause 
C)  gaining knowledge of the brand 
D)  performing a behavior 
E)  being generous 
A)  being aware of the brand 
B)  supporting a cause 
C)  gaining knowledge of the brand 
D)  performing a behavior 
E)  being generous

Question 17

All new products can rely on publicity for successful introductions.

Accepted Answer

A) True 
 B)False

Question 18

The _____ marketing public relations strategy is offensively oriented and opportunity seeking.

Accepted Answer

A)  proactive 
B)  reactive 
C)  defensive 
D)  accommodation 
E)  tactical 
A)  proactive 
B)  reactive 
C)  defensive 
D)  accommodation 
E)  tactical

Question 19

Public relations efforts should not be aimed at employees.

Accepted Answer

A) True 
 B)False

Question 20

Select a major employer in your area.Describe a cause-related marketing project for this firm.

Accepted Answer

While students' responses to this questi

Exam 21: Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Viral marketing can be compared to a(n)_____.

Messages about new products that are attention-catching and memorable enable more rapid diffusion because they possess the _____ factor.

What is the key question marketers need to ask when considering sponsorships?

An event sponsor typically competes for signage and attention from every other sponsor of the event.This is knows as what?

Commercial rumors are widely circulated but unverified propositions about a product,brand,company,store,or other commercial target.

What function do opinion leaders perform?

Ramesh's Kitchen was a very successful restaurant until it was widely rumored that bugs infested the rice that it serves.Ramesh's Kitchen's popularity has been victimized by a _____.

When Apple introduced their iPhone to the market,there were not enough available for everyone who wanted to purchase one.This is an example of _____ to generate excitement and set the WOM network into action.

One of the best ways to ignite explosive self-generating demand for a new product is to get it into the hands of a celebrity.

Executive-statement releases may address such topics as forecasts of future sales or views on the economy.

Event sponsorship typically involves supporting causes deemed to be of interest to some facet of society.

Proactive marketing public relations is undertaken as a result of external pressures.

When selecting an event to sponsor,which factor to consider requires examining existing sponsorships and programs for the brand?

The most common form of CRM arrangement involves a company contributing to a designated cause every time the customer undertakes some action that supports the company and its brands.The company's contribution is,in other words,contingent on the customer's _____.

All new products can rely on publicity for successful introductions.

The _____ marketing public relations strategy is offensively oriented and opportunity seeking.

Public relations efforts should not be aimed at employees.

Select a major employer in your area.Describe a cause-related marketing project for this firm.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Media Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Packaging, Pop Communications, and Signage

Personal Selling

Filters