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

Research has shown that those who are loyal to a company or brand are more likely to experience diminished evaluations following negative publicity about that company.

Cause-oriented sponsorships typically involve supporting athletic events.

Feature articles are expensive to prepare.

Select a major employer in your area.Describe a cause-related marketing project for this firm.

Opinion leaders tend to have less contact with the mass media than do followers.

John Smith owns three gas stations.There are rumors that he is a drug dealer.This is a _____ rumor.

Marketers can minimize negative word-of-mouth by being responsive to legitimate complaints.

A(n)_____ immediately following negative publicity can lessen the damage that will result,such as diminished public confidence in a company and its brands,or a major loss in sales and profits.

Publicity is the major tool of _____ marketing public relations.

Ambush marketing is illegal.

An example of cause related marketing is an automobile company _____.

Marketing communications-especially via advertising media-is critical for getting the information-dissemination ball rolling.Thereafter,it is _____ that drive the flow of information about products,services,and brands.

Selecting an appropriate cause is a matter of fitting the brand to a cause that is naturally related to the brand's _____.

Which of the following is NOT one of McKinsey & Company's principle for igniting explosive self-generating demand?

Reactive marketing public relations describes the conduct of public relations in response to internal influences.

The spread of negative product news via the Internet is equivalent to _____.

Feature articles are detailed descriptions of products or other newsworthy programs that are written by a public relations firm for immediate publication or airing by print or broadcast media or distribution via appropriate Internet sites.

Relationships forged between a brand and a sponsored event can serve to enhance a brand's equity,both by enhancing its image and by _____.

Brands are increasingly customizing their own events because it can be more effective and less costly than a preexisting event.

A _____ rumor deals with undesirable or harmful product or store features.