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

Sponsors desiring to associate their brands with relatively uncluttered events must either select smaller,lesser-known events to sponsor or _____.

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

Which of the following is a proactive effort to spread positive WOM information and to encourage product usage?

Product releases are typically published in the _____ section of a publication.

Negative attitudes toward CRM are due largely to consumers' cynicism about the sponsoring firm's _____.

The systematic and organized effort to encourage people to talk favorably about a particular product,service,or brand,and to recommend its use to others who are part of their social network is known as _____.

Sponsorships of events represent an area that among all marcom activities may be the least _____ in terms of conducting research to determine if the sponsorship has achieved brand equity and financial objectives.

Event marketing generally incorporates elements from other communication tools.

Usually the vanguard is a carefully selected target group that is most likely to love a new movie,a new book,or other product or service.In the publishing industry,"cheerleading" is stimulated by giving free copies of a new book to a select group of opinion leaders.This practice is referred to as _____ the market.

Which factor largely accounts for the effectiveness of proactive marketing public relations?

Event sponsorship typically involves supporting causes deemed to be of interest to some facet of society.

Sponsorships cannot be justified unless there is proof that _____ are being achieved.

Which of the following activities should be included in an anti-rumor campaign?

American Express was not a sponsor of the Olympics,but it advertised heavily during the time the Olympics were televised.As a result,many consumers thought American Express was a sponsor of the Olympics.This is an example of _____.

Proactive marketing public relations is dictated by a company's marketing budget.

A _____ rumor involves supposed company policies or practices that are threatening or ideologically undesirable to consumers.

Market mavens are individuals who have information about many kinds of products,stores,and other facets of markets,and initiate discussion with consumers and respond to requests from consumers for market information.

Public relations efforts should not be aimed at employees.

An executive-statement release may address _____.

The _____ marketing public relations strategy describes the conduct of public relations in response to outside influences.