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

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 _____.

Which of the following activities should NOT be included in an anti-rumor campaign?

A(n)_____ announces new products,provides relevant information about product features and benefits,and informs interested listeners/readers about how additional information can be obtained.

All new products can rely on publicity for successful introductions.

A form of brand promotion that ties a brand to a meaningful athletic,entertainment,cultural,social,or other type of high-interest public activity is known as _____.

When Apple introduced their iPhone to the market,there were not enough available for everyone who wanted to purchase one.This is an example of _____ to generate excitement and set the WOM network into action.

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

Managers of Kibbles 'n Bits brand of dog food developed the "Do Your Bit for Kibbles 'n Bits" tour that covered 33 U.S.cities during a three-month period.The event involved having consumers in each of the cities enter their dogs in a competition to determine which dog would be picked for the brand's next TV commercial,based on the quality of tricks the dog would perform to receive Kibbles 'n Bits food.This is an example of _____.

Publicity is the major tool of proactive marketing public relations.

Ellen owns a restaurant.There were rumors that she uses horse meat in her hamburgers.This is a _____ rumor.

What are the two basic types of commercial rumors?

In general,the most dramatic factors underlying the need for reactive MPR are _____.

For an epidemic to occur there must be a(n)_____,which is the moment of critical mass at which enough people are infected that the epidemic diffuses rapidly throughout the social system.

The most common form of CRM arrangement involves a company contributing to a designated cause every time the customer undertakes some action that supports the company and its brands.The company's contribution is,in other words,contingent on the customer's _____.

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

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.

Marzetta has information about many kinds of products,stores,and other facets of markets,and initiates discussions with consumers and responds to requests from consumers for market information.Marzetta is a(n)_____.

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

Explain what ambush marketing is,and discuss the ethical implications of this practice.

When igniting explosive self-generating demand,the group that will have the greatest influence over other consumers is known as the _____.