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

Proactive marketing public relations is dictated by a company's marketing budget.

Cybill Shepherd was a spokesperson for the "Beef is Good Food" advertising campaign until a reputable magazine published an interview with Shepherd in which she admitted never eating red meat.From the Beef Board's perspective,Shepherd's magazine interview was _____.

To help understand the concept of buzz creation,each person within his or her own social system can be considered a _____.

Guaranteed attendance is an example of ______ that should be identified in a sponsorship agreement.

The final step in measuring the success of event sponsorship is to take the pre-event baseline measurement and compare it to a control group.​​ 

Product releases cover views on foreign competition and global developments.

An example of _____ is an automobile manufacturer paying the expenses of a golf tournament.

Event sponsorship generally does NOT incorporate _____.

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

A product release may address _____.

A person within a social network of family,friends,and acquaintances who has particular influence on other individuals' attitudes and behavior is referred to as a(n)_____.

The systematic and organized effort to encourage people to talk favorably about a particular product,service,or brand,and to recommend its use to others who are part of their social network is known as _____.

Which of the following is a metric used to measure sponsorship effectiveness? 

_____ involves marketing communication investments in events or causes for the purpose of achieving various corporate objectives.

What are the two basic types of commercial rumors? 

Marketing public relations messages are considerably more expensive than advertisements.

Compare and contrast proactive and reactive marketing public relations,and give an example of each.

When negotiating a sponsorship agreement,the sponsor should try to obtain ______,meaning that a competitor will not share in the same benefits of the event.

Feature articles are detailed descriptions of products or other newsworthy programs that are written by a public relations firm for immediate publication or airing by print or broadcast media or distribution via appropriate online sites.

Which factor largely accounts for the effectiveness of proactive marketing public relations?