Question 1

Venue marketing is not influencing the growth of sports marketing.

Accepted Answer

A) True 
 B)False  False

Question 2

What is the function of corporate identity advertising?

Accepted Answer

Corporate identity advertising is used when a company wants to communicate changes in its name,logos,trademarks,or corporate signatures to the market it serves and to other influential publics.

Question 3

PR practitioners often engage in speechwriting.

Accepted Answer

A) True 
 B)False  True

Question 4

_____ is the planning and staging of events to generate publicity.

Accepted Answer

A)  VNR 
B)  Public relations 
C)  Relationship management 
D)  Venue marketing 
E)  Press agentry 
A)  VNR 
B)  Public relations 
C)  Relationship management 
D)  Venue marketing 
E)  Press agentry

Question 5

The goal of community involvement is to create a positive corporate image.

Accepted Answer

A) True 
 B)False

Question 6

Whether it is pizza,toast or corn chips,a growing number of consumers are reporting seeing images in their food.To pay homage to this new phenomenon,Taco Bell has launched a home for these edible "visions" via the first online Food Sightings Museum at Tacobell.com.A news article on exhibit at this museum would be an example of _____ for the Taco Bell Web site.

Accepted Answer

A)  communications management 
B)  corporate identity advertising 
C)  sales relationship management 
D)  human resources management 
E)  public relations 
A)  communications management 
B)  corporate identity advertising 
C)  sales relationship management 
D)  human resources management 
E)  public relations

Question 7

Coloradans who used to shop at Eagle Hardware & Garden were remarkably loyal to that format in a state where there are numerous home improvement options to choose from.And now that Eagle is operating under the name Lowe's Home Improvement Warehouse,keeping that loyalty alive has been Lowe's most pressing challenge,both in terms of introducing itself to customers who do not know its logo and in convincing Eagle loyalists that a new owner means better stores.Lowe's would have used _____ advertising.

Accepted Answer

A)  image 
B)  cause-related 
C)  self-promoting 
D)  market prep corporate 
E)  corporate identity 
A)  image 
B)  cause-related 
C)  self-promoting 
D)  market prep corporate 
E)  corporate identity

Question 8

_____ advertising by corporations and industries in the U.S.can be traced to 1908,the year AT&T launched a newspaper ad campaign to educate the public on the virtues of a private monopoly.

Accepted Answer

A)  Advocacy 
B)  Social 
C)  Philanthropic 
D)  Environmental 
E)  Cause 
A)  Advocacy 
B)  Social 
C)  Philanthropic 
D)  Environmental 
E)  Cause

Question 9

Coca-Cola monitors any Web sites in which it is mentioned.Some of these Web sites contain communication that is malicious,and some of the information contained in these sites is wrong.When such a site is discovered,Coca-Cola has its _____ personnel respond to set the record straight without using legal jargon or highly technical communication.

Accepted Answer

A)  human resources 
B)  administrative 
C)  public relations 
D)  advertising 
E)  sales 
A)  human resources 
B)  administrative 
C)  public relations 
D)  advertising 
E)  sales

Question 10

Just prior to the release of a film that portrayed Wal-Mart in the worst possible manner,the giant retailer issued a press release in which it noted that the producer and director of the film had been criticized for stating strongly biased opinions as truths in earlier films they had made.The press release included several examples of how the filmmakers had tried to mislead the viewing public.This act by Wal-Mart would be an example of:

Accepted Answer

A)  image management. 
B)  negative publicity reduction. 
C)  crisis management. 
D)  risk management. 
E)  press agentry. 
A)  image management. 
B)  negative publicity reduction. 
C)  crisis management. 
D)  risk management. 
E)  press agentry.

Question 11

For most companies,it's easier to create an event of their own.

Accepted Answer

A) True 
 B)False

Question 12

_____ is the generation of news about a product,person,or service that appears in broadcast or print media.

Accepted Answer

A)  Lobbying 
B)  Proactive news management 
C)  Reactive news management 
D)  Publicity 
E)  Communications distribution 
A)  Lobbying 
B)  Proactive news management 
C)  Reactive news management 
D)  Publicity 
E)  Communications distribution

Question 13

Major League Baseball's Texas Rangers and Ameriquest Mortgage Co.have announced a 30-year agreement establishing Ameriquest Field in Arlington,Texas,as the new name for the baseball park.Ameriquest reportedly paid $75 million to have its name on the park.Ameriquest is using:

Accepted Answer

A)  reactive marketing. 
B)  reputation marketing. 
C)  guerrilla marketing. 
D)  ambush marketing. 
E)  venue marketing. 
A)  reactive marketing. 
B)  reputation marketing. 
C)  guerrilla marketing. 
D)  ambush marketing. 
E)  venue marketing.

Question 14

_____ is a form of sponsorship that links a sponsor to a physical site such as a stadium,arena,auditorium,or racetrack.

Accepted Answer

A)  Venue marketing 
B)  Reputation marketing 
C)  Guerrilla marketing 
D)  Ambush marketing 
E)  Reactive marketing 
A)  Venue marketing 
B)  Reputation marketing 
C)  Guerrilla marketing 
D)  Ambush marketing 
E)  Reactive marketing

Question 15

_____ refers to informing and persuading government officials to promote or thwart administrative action or legislation in the interest of the client.

Accepted Answer

A)  Persuasive communication 
B)  Lobbying 
C)  Informative communication 
D)  Consumerism 
E)  Press agentry 
A)  Persuasive communication 
B)  Lobbying 
C)  Informative communication 
D)  Consumerism 
E)  Press agentry

Question 16

What kind of advertising would a company that is changing its logo and name most likely use?

Accepted Answer

When a company is changing its

Question 17

Which of the following CANNOT be used to explain the recent growth of sponsorship?

Accepted Answer

A)  The escalating cost of traditional media advertising. 
B)  The growing diversity in leisure activities. 
C)  The fact that sponsorship creates the ability to reach targeted groups of people economically. 
D)  The fragmentation of media audiences. 
E)  The growth in the over-50 segment of the population. 
A)  The escalating cost of traditional media advertising. 
B)  The growing diversity in leisure activities. 
C)  The fact that sponsorship creates the ability to reach targeted groups of people economically. 
D)  The fragmentation of media audiences. 
E)  The growth in the over-50 segment of the population.

Question 18

The National Asphalt Pavement Association (NAPA)announced that Staker & Parson Companies won an Award for Rocks Build Our World,an outreach program for elementary schools.The Rocks Build Our World program includes both group tours of the company's corporate office facility and classroom visits targeted at fourth graders.The classroom visits start with some basic information on geology,mining methods and the uses of minerals in everyday life.Which PR tool did Staker & Parsons use?

Accepted Answer

A)  Press agentry 
B)  Sales promotion 
C)  Community involvement 
D)  Societal advertising 
E)  Advocacy advertising 
A)  Press agentry 
B)  Sales promotion 
C)  Community involvement 
D)  Societal advertising 
E)  Advocacy advertising

Question 19

Respond to the following statement: "Sponsorship is the same thing as philanthropy."

Accepted Answer

Sponsorship and philanthropy a

Question 20

What is the goal of community involvement?

Accepted Answer

The goal of community involvement is to

Venue marketing is not influencing the growth of sports marketing.

What is the function of corporate identity advertising?

PR practitioners often engage in speechwriting.

_____ is the planning and staging of events to generate publicity.

The goal of community involvement is to create a positive corporate image.

_____ advertising by corporations and industries in the U.S.can be traced to 1908,the year AT&T launched a newspaper ad campaign to educate the public on the virtues of a private monopoly.

For most companies,it's easier to create an event of their own.

_____ is the generation of news about a product,person,or service that appears in broadcast or print media.

Major League Baseball's Texas Rangers and Ameriquest Mortgage Co.have announced a 30-year agreement establishing Ameriquest Field in Arlington,Texas,as the new name for the baseball park.Ameriquest reportedly paid $75 million to have its name on the park.Ameriquest is using:

_____ is a form of sponsorship that links a sponsor to a physical site such as a stadium,arena,auditorium,or racetrack.

_____ refers to informing and persuading government officials to promote or thwart administrative action or legislation in the interest of the client.

What kind of advertising would a company that is changing its logo and name most likely use?

Which of the following CANNOT be used to explain the recent growth of sponsorship?

Respond to the following statement: "Sponsorship is the same thing as philanthropy."

What is the goal of community involvement?

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Filters

Exam 18: Relationship Building

Venue marketing is not influencing the growth of sports marketing.

What is the function of corporate identity advertising?

PR practitioners often engage in speechwriting.

_____ is the planning and staging of events to generate publicity.

The goal of community involvement is to create a positive corporate image.

_____ advertising by corporations and industries in the U.S.can be traced to 1908,the year AT&T launched a newspaper ad campaign to educate the public on the virtues of a private monopoly.

For most companies,it's easier to create an event of their own.

_____ is the generation of news about a product,person,or service that appears in broadcast or print media.

Major League Baseball's Texas Rangers and Ameriquest Mortgage Co.have announced a 30-year agreement establishing Ameriquest Field in Arlington,Texas,as the new name for the baseball park.Ameriquest reportedly paid $75 million to have its name on the park.Ameriquest is using:

_____ is a form of sponsorship that links a sponsor to a physical site such as a stadium,arena,auditorium,or racetrack.

_____ refers to informing and persuading government officials to promote or thwart administrative action or legislation in the interest of the client.

What kind of advertising would a company that is changing its logo and name most likely use?

Which of the following CANNOT be used to explain the recent growth of sponsorship?

Respond to the following statement: "Sponsorship is the same thing as philanthropy."

What is the goal of community involvement?

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Filters