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

Coca-Cola paid $250 million to be the official soft drink of the national Football League (NFL)for a five-year period.After sponsoring the NFL for several years,a general survey asked football fans to name brands that sponsor the NFL.Thirty-four percent named Pepsi-Cola as a sponsor.This is an example of _____.

Cause-oriented sponsorships typically involve supporting athletic events.

Even with cause-related marketing,brand marketers must show that their efforts yield sufficient return on investment or meet other objectives to make it worthwhile.

Market mavens are individuals who are experts in marketplace matters.

An example of the most common form of cause related marketing is an automobile company _____.

Product releases are typically published in the _____ section of a publication.

Opinion leadership influence is typically restricted to one or several consumption topics,rather than applying universally across many consumption domains.

Which of the following is NOT one of McKinsey & Company's principle for igniting explosive self-generating demand? 

Research has shown that those who are loyal to a company or brand are more likely to experience diminished evaluations following negative publicity about that company.

Explain the practice of sponsorship marketing,and five factors accounting for its growth.

What is the most frequently used measure to assess sponsorship effectiveness? 

Walmart is using marketing public relations to let the public know of its support for hurricane Katrina victims.Company leaders have been on several morning talk show programs discussing the money and aid they've provided to the affected areas and victims of this storm.Walmart is using _____ marketing public relations.

Sponsorship involves two main activities: (1)an exchange between a sponsor [such as a brand] and a sponsee [such as a sporting event] whereby the latter receives a fee and the former obtains the right to associate itself with the activity sponsored,and (2)_____.

Marketing public relations messages come across not as advertisements but as unbiased reports from journalists.

Negative attitudes toward CRM are due largely to consumers' cynicism about the sponsoring firm's _____.

A(n)_____ is a detailed description of products or other newsworthy programs that are written by a public relations firm for immediate publication or by airing by print or broadcast media or distribution via appropriate Internet sites.

Executive-statement releases are published in the _____ section of a publication.

American Express was not a sponsor of the Olympics,but it advertised heavily during the time the Olympics were televised.As a result,many consumers thought American Express was a sponsor of the Olympics.This is an example of _____.

John Smith owns three gas stations.There are rumors that he is a drug dealer.This is a _____ rumor.

Feature articles are expensive to prepare.