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

Public relations efforts can be aimed at _____.

A _____ rumor involves supposed company policies or practices that are threatening or ideologically undesirable to consumers.

A company cannot engage in corporate philanthropy without tying it to a CRM effort for which it must be held financially accountable.

Sponsorship of special events and causes enables marketers to target their communication and promotional efforts to specific geographic regions and/or to lifestyle groups.

_____ takes place when companies that are not official sponsors of an event undertake marketing efforts to convey the impression that they are.

Sponsorships cannot be justified unless there is proof that _____ are being achieved.

Marketing public relations messages should come across as _____.

Ambush marketing is illegal.

Marzetta has information about many kinds of products,stores,and other facets of markets,and initiates discussions with consumers and responds to requests from consumers for market information.Marzetta is a(n)_____.

Why have brand managers customized their own events rather than sponsor events conducted by another organization? 

Sponsorships can be an enormous wast of money and a drain on the marketing budget if there is not a well-structured business case and a management plan.

Almost 75 percent of expenditures spent on event sponsorship goes toward sponsoring _____.

Relationships forged between a brand and a sponsored event can serve to enhance a brand's equity,both by enhancing its image and by _____.

Quick and positive responses to negative publicity are imperative.

An executive-statement release may address _____.

It has been estimated that the average American consumer participates in excess of 120 WOM conversations over the course of a typical week,with conversations focusing most often on _____.

Companies are able to avoid the clutter inherent in advertising media by attaching their names to special events and causes.

Walmart has been criticized as being discriminatory in its employment practices toward women and minorities.Walmart has developed a concerted public relations effort to counter this criticism.This public relations effort is an example of _____ marketing public relations.

Which of the following activities should be included in an antirumor campaign? 

_____ is an organizational activity involved with fostering goodwill between a company and its various publics.