Exam 18: Relationship Building

Mashti Malone's Ice Cream Shop offers the ice cream flavors Mashti and Mehdi Shirvani grew up eating,like rosewater,orange blossom and ginger.The California shop never advertised,and its co-owners were happy with word-of-mouth advertising.But when the Food Network got a whiff of its exotic delights and decided to run a piece on the ice cream shop,its sales quadrupled.The Food Network provided _____ for the ice cream shop.

While Chick-fil-A,the restaurant chain,is the primary sponsor of an annual football bowl game that takes place in Atlanta,Georgia,another chain of chicken restaurants called Church's has placed signs in the arena where the game is played.What kind of marketing is Church's using?

In 2006,Coors Brewing Co.expanded its involvement with the National Football League by signing a two-year deal with the New Orleans Saints.As part of the multipronged deal for which Coors made several million dollars,the brewing company will have rights to use the Saints trademarks for retail promotions and naming rights for a bar,The Coors Light Cold Zone,located inside the Louisiana Superdome.What promotional tool is Coors using in this example?

According to the text,when a company is confronted with a crisis management situation it should first:

In March 2005,Super 8 Motels renewed its associate sponsorship of the No.32 Tide Chevrolet,which will be driven by Bobby Hamilton,Jr.in this year's NASCAR Nextel Cup Series.One of the potential drawbacks to this cosponsorship is:

In order to spur interest in the game Monopoly,Parker Brothers issued a _____ in which it announced that for the first time in 40 years,it would be adding a new token to the game.Fans of Monopoly were asked to choose among a piggy bank,a sack of cash,and a biplane,and record their selections at a Web site.

Which of the elements of the promotional mix is best at building credibility?

A _____ is one or more typewritten sheets of information issued to generate publicity or shed light on a subject of interest.

Most public relations people engage in press agentry.

The Florida Swimming Pool Association hired a full-time government relations specialist whose job will be to support or thwart legislation that affects the association's members.One of the specialist's first jobs was to deal with a proposed law requiring hardwire alarm systems in all pools.This government relations specialist will be engaged in:

What is ambush marketing and how is it used?

How does advertising differ from public relations? How are they similar?

For Bassett Healthcare in Cooperstown,sponsoring the American Heart Association's Heart Run/Walk in Utica was an obvious choice.The Heart Run was a good fit for Bassett because it tied in with the hospital's opening of its cardiac surgery and heart institute.Bassett Healthcare's support of this event is an example of:

Define and briefly explain the function of public relations.

A house organ is a publication about happenings and policies at the company.

What is crisis management? Create an example of crisis management in action that would indicate the steps that might possibly be necessary to handle a "crisis."

Corporate advertising is a much narrower category of advertising than public relations advertising.

Along with its ad campaign to improve the relationship of the Raiders and the citizens of Oakland,the football team's PR agents have issued a _____,which contains pictures and biographical data of all the players,quotes from fans,ticket prices,special promotions that would be held throughout the season,and a story about how wrong the Raiders had been to move to Los Angeles.

_____ is the promotional function that focuses on the relationships and communications that individuals and organizations have with other groups.

The goal of public relations activities is to develop and maintain goodwill with most,if not all,of a company's publics.