Question 1

An expression of innocence is a form of apology strategies.

Accepted Answer

A) True 
 B)False  False

Question 2

Apology strategies are most often used in situations in which:

Accepted Answer

A) the violation was a major situation affecting a large number of people. 
B) the violation was minor or the company cannot escape being found guilty. 
C) an individual within the company has acted inappropriately,but the company itself has not. 
D) legal charges have been filed against the company or someone in the company. 
A) the violation was a major situation affecting a large number of people. 
B) the violation was minor or the company cannot escape being found guilty. 
C) an individual within the company has acted inappropriately,but the company itself has not. 
D) legal charges have been filed against the company or someone in the company. B

Question 3

Paying for an advertisement promoting a concert tour by a band and creating tie-ins with company products at the concerts is an example of which type of marketing?

Accepted Answer

A) Sponsorship 
B) Event 
C) Cause-related 
D) Musical 
A) Sponsorship 
B) Event 
C) Cause-related 
D) Musical A

Question 4

Who are the major internal stakeholders for a public relations department to consider?

Accepted Answer

Employees

Question 5

Claiming a product is low-carb while displaying the waistline of a thin person is an example of an enhancement strategy.

Accepted Answer

A) True 
 B)False

Question 6

In public relations,a hit is the negative mention of a company's name in a news story.

Accepted Answer

A) True 
 B)False

Question 7

Event marketing occurs when a company sponsors a specific event,such as the Special Olympics,at a particular venue.

Accepted Answer

A) True 
 B)False

Question 8

What steps are involved in an apology strategy?

Accepted Answer

An expression of guilt,embarrassment,or

Question 9

Sponsorships are typically used to accomplish each of the following objectives except:

Accepted Answer

A) showcase specific goods and services. 
B) sell excess inventory. 
C) enter international markets. 
D) help a firm develop closer relationships with current and perspective customers. 
A) showcase specific goods and services. 
B) sell excess inventory. 
C) enter international markets. 
D) help a firm develop closer relationships with current and perspective customers.

Question 10

Cause-related marketing is based on the idea that:

Accepted Answer

A) it enhances brand parity. 
B) it has a direct impact on sales and profits. 
C) consumers are more likely to make purchases from companies that support a good cause. 
D) social responsibility is a critical part of every company's operation. 
A) it enhances brand parity. 
B) it has a direct impact on sales and profits. 
C) consumers are more likely to make purchases from companies that support a good cause. 
D) social responsibility is a critical part of every company's operation.

Question 11

The key to managing external stakeholders is for the public relations department to constantly send out positive information about the company to all external stakeholder groups.

Accepted Answer

A) True 
 B)False

Question 12

Labor unions and shareholders are external stakeholders.

Accepted Answer

A) True 
 B)False

Question 13

Discuss the various damage control strategies that can be used by a firm.

Accepted Answer

Reactive strategies are designed to coun

Question 14

A crisis does not always have to be viewed negatively.It can be an opportunity for a company to improve its position in the market and enhance its image.

Accepted Answer

A) True 
 B)False

Question 15

In a public relations program,a mention of the company's name in a news story is called a:

Accepted Answer

A) press release. 
B) publication. 
C) hit. 
D) mention. 
A) press release. 
B) publication. 
C) hit. 
D) mention.

Question 16

When a dentist provides free services to women living in a shelter,it is:

Accepted Answer

A) event marketing. 
B) a form of entitling. 
C) cause-related marketing. 
D) altruism. 
A) event marketing. 
B) a form of entitling. 
C) cause-related marketing. 
D) altruism.

Question 17

A cross-promotion is a marketing event that ties together companies and activities around a specific theme.

Accepted Answer

A) True 
 B)False

Question 18

Conducting a health fair at a local hospital is an example of which type of marketing?

Accepted Answer

A) Sponsorship 
B) Event 
C) Cause-related 
D) Social 
A) Sponsorship 
B) Event 
C) Cause-related 
D) Social

Question 19

Define corporate social responsibility.

Accepted Answer

Corporate social responsibilit

Question 20

The difference between event marketing and sponsorship marketing is the duration of the program being featured.

Accepted Answer

A) True 
 B)False

An expression of innocence is a form of apology strategies.

Apology strategies are most often used in situations in which:

Paying for an advertisement promoting a concert tour by a band and creating tie-ins with company products at the concerts is an example of which type of marketing?

Who are the major internal stakeholders for a public relations department to consider?

Claiming a product is low-carb while displaying the waistline of a thin person is an example of an enhancement strategy.

In public relations,a hit is the negative mention of a company's name in a news story.

Event marketing occurs when a company sponsors a specific event,such as the Special Olympics,at a particular venue.

What steps are involved in an apology strategy?

Sponsorships are typically used to accomplish each of the following objectives except:

Cause-related marketing is based on the idea that:

The key to managing external stakeholders is for the public relations department to constantly send out positive information about the company to all external stakeholder groups.

Labor unions and shareholders are external stakeholders.

Discuss the various damage control strategies that can be used by a firm.

A crisis does not always have to be viewed negatively.It can be an opportunity for a company to improve its position in the market and enhance its image.

In a public relations program,a mention of the company's name in a news story is called a:

When a dentist provides free services to women living in a shelter,it is:

A cross-promotion is a marketing event that ties together companies and activities around a specific theme.

Conducting a health fair at a local hospital is an example of which type of marketing?

Define corporate social responsibility.

The difference between event marketing and sponsorship marketing is the duration of the program being featured.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The Imc Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 13: Public Relations and Sponsorship Programs

An expression of innocence is a form of apology strategies.

Apology strategies are most often used in situations in which:

Paying for an advertisement promoting a concert tour by a band and creating tie-ins with company products at the concerts is an example of which type of marketing?

Who are the major internal stakeholders for a public relations department to consider?

Claiming a product is low-carb while displaying the waistline of a thin person is an example of an enhancement strategy.

In public relations,a hit is the negative mention of a company's name in a news story.

Event marketing occurs when a company sponsors a specific event,such as the Special Olympics,at a particular venue.

What steps are involved in an apology strategy?

Sponsorships are typically used to accomplish each of the following objectives except:

Cause-related marketing is based on the idea that:

The key to managing external stakeholders is for the public relations department to constantly send out positive information about the company to all external stakeholder groups.

Labor unions and shareholders are external stakeholders.

Discuss the various damage control strategies that can be used by a firm.

A crisis does not always have to be viewed negatively.It can be an opportunity for a company to improve its position in the market and enhance its image.

In a public relations program,a mention of the company's name in a news story is called a:

When a dentist provides free services to women living in a shelter,it is:

A cross-promotion is a marketing event that ties together companies and activities around a specific theme.

Conducting a health fair at a local hospital is an example of which type of marketing?

Define corporate social responsibility.

The difference between event marketing and sponsorship marketing is the duration of the program being featured.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The Imc Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters