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

The first step in measuring the success of event sponsorship is to specify the objective that the sponsorship is intended to accomplish.

_____ is (are)widely circulated but unverified propositions about a product,brand,company,store,or other commercial target.

Kellogg's,a manufacturer of breakfast cereals,wants to help educate children about healthy lifestyles.The company has developed a teaching resource for elementary school teachers to use in their classrooms to help children learn the basics of a healthy diet and how breakfast (which includes cereal,of course)fits into that lifestyle.This is an example of _____ marketing public relations.

Name and describe the tools that are available to a public relations director when using proactive marketing public relations.

Which of the following is a factor that should be considered when evaluating whether an event represents a suitable association for a brand? 

Which of the following is a proactive effort to spread positive WOM information and to encourage product usage? 

The only effective way for marketers to handle a commercial rumor is to ignore it.

The _____ marketing public relations strategy describes the conduct of public relations in response to outside influences.

It has been conjectured that epidemics in a social context,including the spread of information about new products and their adoption,can be accounted for with the _____.

A common form of cause-related marketing consists of a company contributing to a cause every time the customer undertakes some action that supports the company and its brands.

When igniting explosive self-generating demand,the group that will have the greatest influence over other consumers is known as the _____.

Brands may not benefit from CRM efforts if their support is perceived as having an ulterior motive rather than authentic concern about the sponsored cause.

Which of the following is an example of the most common form of cause-related marketing? 

Sears,the large retail chain,was accused in the 1990s of charging customers in California for automobile repair work that allegedly was never performed.The CEO of Sears immediately hit the airways to apologize and announce that nothing like this would happen in the future.The CEO's action represents _____.

Brands are increasingly customizing their own events because it can be more effective and less costly than a preexisting event.

Which of the following is a benefit of cause-related marketing? 

Rob is an outstanding skier who is often called upon by other consumers for advice about water skis.For this product category,Rob apparently is considered a(n)_____.

Which of the following terms might be specifically defined as "corporate philanthropy based on profit-motivated giving"? 

Marketers can minimize negative word-of-mouth by being responsive to legitimate complaints.

Publicity is the major tool of _____ marketing public relations.