Exam 21: Public Relations,Word-of-Mouth Influence,and Sponsorships

Commercial rumors are widely circulated but unverified propositions about a product,brand,company,store,or other commercial target.

Consumers have favorable attitudes toward cause-related marketing efforts.

It has been estimated that the average American consumer participates in excess of 120 WOM conversations over the course of a typical week,with conversations focusing most often on _____.

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.

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

Buzz-building efforts for new products require _____ who are willing to talk about a new product,share their product-usage experience with others,and who,by virtue of their inherent persuasiveness,influence others to also become product users.

Betty's Garden was a successful restaurant until rumors spread about a bug infestation of its food.To combat the rumors,Betty arranged a dinner and invited the food editors of local newspapers to visit the restaurant and evaluate the cuisine and service.Later,she volunteered several recipes for publication in the "Home and Gourmet Cooking" sections of the local newspapers.We might specifically characterize these actions as _____.

The idea of getting adopters of a product to convert other people into users is referred to as _____.

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

Marketing public relations messages should come across as _____.

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 _____.

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

Marketing public relations messages are considerably more expensive than advertisements.

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 _____.

In social networks of interpersonal relationships,consumers' interpersonal relations range along a continuum from very _____ (such as frequent and often intimate communications between friends)to _____ (such as rare interactions between casual acquaintances).

Which of the following is NOT a concept related to buzz creation?

A product release may address _____.

Assume that you are the public relations director for a large multinational corporation.There are rumors that the chief executive officer has bribed foreign officials.How would you handle the situation?

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

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