Question 1

Companies are able to avoid the clutter inherent in advertising media by attaching their names to special events and causes.

Accepted Answer

A) True 
 B)False

Question 2

Opinion leaders are found in every social class.

Accepted Answer

A) True 
 B)False

Question 3

What distinctive feature separates cause-related marketing from event marketing?

Accepted Answer

A)  Targeting of specific groups 
B)  The amount of money involved 
C)  The goodwill aspect 
D)  Contribution to a designated cause is linked to consumers performing a behavior that benefits the firm 
E)  None of these are correct. 
A)  Targeting of specific groups 
B)  The amount of money involved 
C)  The goodwill aspect 
D)  Contribution to a designated cause is linked to consumers performing a behavior that benefits the firm 
E)  None of these are correct.

Question 4

Cause-related marketing consists of a company contributing to a cause every time the customer undertakes some action that supports the company and its brands.

Accepted Answer

A) True 
 B)False

Question 5

Reactive marketing public relations deals typically with changes that have negative consequences for an organization.

Accepted Answer

A) True 
 B)False

Question 6

Conspiracy rumors deal with undesirable or harmful product or store features.

Accepted Answer

A) True 
 B)False

Question 7

In general,the most dramatic factors underlying the need for reactive MPR are product defects and failures.

Accepted Answer

A) True 
 B)False

Question 8

Product releases cover forecasts of future sales and views on the economy.

Accepted Answer

A) True 
 B)False

Question 9

The rule of epidemics that states that the circumstances and conditions have to be right for a persuasive message conveyed by a connector to have its impact and initiate an epidemic is the _____.

Accepted Answer

A)  law of the few 
B)  stickiness factor 
C)  law of interconnects 
D)  power of context 
E)  law of conditions 
A)  law of the few 
B)  stickiness factor 
C)  law of interconnects 
D)  power of context 
E)  law of conditions

Question 10

Marketplace buzz can be compared to a(n)_____.

Accepted Answer

A)  channel 
B)  link 
C)  epidemic 
D)  network 
E)  interconnect 
A)  channel 
B)  link 
C)  epidemic 
D)  network 
E)  interconnect

Question 11

Which of the following is NOT a factor accounting for the growth of sponsorships?

Accepted Answer

A)  Avoids the clutter inherent in advertising media. 
B)  Helps companies respond to consumers' changing media habits. 
C)  Allows companies to avoid regulatory restrictions placed on other media. 
D)  Helps companies gain the approval of various constituencies. 
E)  Enhances a brand's equity through relationships forged between a brand and a sponsored event. 
A)  Avoids the clutter inherent in advertising media. 
B)  Helps companies respond to consumers' changing media habits. 
C)  Allows companies to avoid regulatory restrictions placed on other media. 
D)  Helps companies gain the approval of various constituencies. 
E)  Enhances a brand's equity through relationships forged between a brand and a sponsored event.

Question 12

The _____ marketing public relations strategy is offensively oriented and opportunity seeking.

Accepted Answer

A)  proactive 
B)  reactive 
C)  defensive 
D)  accommodation 
E)  tactical 
A)  proactive 
B)  reactive 
C)  defensive 
D)  accommodation 
E)  tactical

Question 13

An example of _____ is an automobile manufacturer paying the expenses of a golf tournament.

Accepted Answer

A)  cause related marketing 
B)  cause-oriented sponsorship 
C)  event sponsorship 
D)  public relations shaping programs 
E)  publicity reinforcement programs 
A)  cause related marketing 
B)  cause-oriented sponsorship 
C)  event sponsorship 
D)  public relations shaping programs 
E)  publicity reinforcement programs

Question 14

Rob is an outstanding skier who is often called upon by other consumers for advice about water skis.For this product category,Rob apparently is considered a(n)_____.

Accepted Answer

A)  laggard 
B)  opinion leader 
C)  innovator 
D)  endorser 
E)  maven 
A)  laggard 
B)  opinion leader 
C)  innovator 
D)  endorser 
E)  maven

Question 15

Which of the following is a benefit of cause-related marketing?

Accepted Answer

A)  Enhancing the corporate or brand image 
B)  Thwarting negative publicity 
C)  Generating incremental sales 
D)  Increasing brand awareness 
E)  All of these are correct. 
A)  Enhancing the corporate or brand image 
B)  Thwarting negative publicity 
C)  Generating incremental sales 
D)  Increasing brand awareness 
E)  All of these are correct.

Question 16

Messages about new products that are attention-catching and memorable enable more rapid diffusion because they possess the _____ factor.

Accepted Answer

A)  legend 
B)  stickiness 
C)  rumor 
D)  cleverness 
E)  contextual 
A)  legend 
B)  stickiness 
C)  rumor 
D)  cleverness 
E)  contextual

Question 17

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 _____.

Accepted Answer

A)  target-audience misfit 
B)  sponsor misidentification 
C)  incompatibility with other marcom tools 
D)  clutter causing noise in the communication process 
E)  image mis-match 
A)  target-audience misfit 
B)  sponsor misidentification 
C)  incompatibility with other marcom tools 
D)  clutter causing noise in the communication process 
E)  image mis-match

Question 18

Which of the following is a factor accounting for the growth of sponsorships?

Accepted Answer

A)  Avoid the clutter inherent in advertising media 
B)  Helps companies respond to consumers' changing media habits 
C)  Helps gain the approval of various constituencies 
D)  Enables targeting efforts to specific geographic regions and/or to specific demographic and lifestyle groups 
E)  All of these are correct. 
A)  Avoid the clutter inherent in advertising media 
B)  Helps companies respond to consumers' changing media habits 
C)  Helps gain the approval of various constituencies 
D)  Enables targeting efforts to specific geographic regions and/or to specific demographic and lifestyle groups 
E)  All of these are correct.

Question 19

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)_____.

Accepted Answer

A)  involvement of all members of the sponsoring firm 
B)  development of an event 
C)  association with a worthy cause 
D)  creation of an advertising campaign 
E)  marketing of the association by the sponsor 
A)  involvement of all members of the sponsoring firm 
B)  development of an event 
C)  association with a worthy cause 
D)  creation of an advertising campaign 
E)  marketing of the association by the sponsor

Question 20

Quick and positive responses to negative publicity are imperative.

Accepted Answer

A) True 
 B)False

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

Companies are able to avoid the clutter inherent in advertising media by attaching their names to special events and causes.

Opinion leaders are found in every social class.

What distinctive feature separates cause-related marketing from event marketing?

Cause-related marketing consists of a company contributing to a cause every time the customer undertakes some action that supports the company and its brands.

Reactive marketing public relations deals typically with changes that have negative consequences for an organization.

Conspiracy rumors deal with undesirable or harmful product or store features.

In general,the most dramatic factors underlying the need for reactive MPR are product defects and failures.

Product releases cover forecasts of future sales and views on the economy.

The rule of epidemics that states that the circumstances and conditions have to be right for a persuasive message conveyed by a connector to have its impact and initiate an epidemic is the _____.

Marketplace buzz can be compared to a(n)_____.

Which of the following is NOT a factor accounting for the growth of sponsorships?

The _____ marketing public relations strategy is offensively oriented and opportunity seeking.

An example of _____ is an automobile manufacturer paying the expenses of a golf tournament.

Rob is an outstanding skier who is often called upon by other consumers for advice about water skis.For this product category,Rob apparently is considered a(n)_____.

Which of the following is a benefit of cause-related marketing?

Messages about new products that are attention-catching and memorable enable more rapid diffusion because they possess the _____ factor.

Which of the following is a factor accounting for the growth of sponsorships?

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)_____.

Quick and positive responses to negative publicity are imperative.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming, and Intellectual Property Issues

Environmental, Regulatory, and Ethical Issues

Segmentation, Targeting, and Positioning

The Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Online and Mobile Advertising

Social Media

Direct Marketing and Other Media

Advertising Media: Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

Filters