Question 1

It is easier for the public relations department to access internal stakeholders than external stakeholders.

Accepted Answer

A) True 
 B)False

Question 2

It is not important for a public relations firm to understand a company's integrated marketing campaign theme,because a public relations firm primarily deals with non-customer stakeholders.

Accepted Answer

A) True 
 B)False

Question 3

Reactive damage control strategies include internet interventions,crisis management,apology strategies,and impression management techniques.

Accepted Answer

A) True 
 B)False

Question 4

Describe the public relations department and the nature of a hit.

Accepted Answer

The public relations (PR)depar

Question 5

Claiming a product is environmentally-friendly when it is not is referred to as greenwashing.

Accepted Answer

A) True 
 B)False

Question 6

Greenwashing is the process of making a company more environmentally friendly by "washing away" negative practices.

Accepted Answer

A) True 
 B)False

Question 7

Event marketing and sponsorship programs should begin with company leaders determining the primary objectives of the program.

Accepted Answer

A) True 
 B)False

Question 8

To maximize the benefits of a sponsorship effort,company leaders should define the primary goals of the program.

Accepted Answer

A) True 
 B)False

Question 9

In a public relations program,a hit can enhance:

Accepted Answer

A) the use of a tagline. 
B) brand or company awareness. 
C) company or brand image. 
D) stock dividends. 
A) the use of a tagline. 
B) brand or company awareness. 
C) company or brand image. 
D) stock dividends.

Question 10

While the overall message to each stakeholder group should be the same,each message should be tailored to meet the different expectations of various audiences.

Accepted Answer

A) True 
 B)False

Question 11

While consumers favor green marketing and environmentally safe products,actual purchases only occur when all things are considered equal,such as price,quality,convenience,and performance.

Accepted Answer

A) True 
 B)False

Question 12

With regard to the public relations aspect of cause-related marketing,a company wishing to benefit should:

Accepted Answer

A) make sure the public is always aware of any cause-related marketing they support. 
B) spend some money to publicize causes,but the amount should not be significant. 
C) not publicize causes because the public will think any effort to do so is shameless self-aggrandizement. 
D) spend approximately 25 percent of whatever is given to a cause on publicizing the cause. 
A) make sure the public is always aware of any cause-related marketing they support. 
B) spend some money to publicize causes,but the amount should not be significant. 
C) not publicize causes because the public will think any effort to do so is shameless self-aggrandizement. 
D) spend approximately 25 percent of whatever is given to a cause on publicizing the cause.

Question 13

The danger with greenwashing is that it can:

Accepted Answer

A) affect a company's ability to produce additional new products. 
B) result in losing the grousers and sprouts segments of the market. 
C) damage a company's reputation by bloggers pointing out a company is not truly green. 
D) require investing in cause-related marketing to correct the situation. 
A) affect a company's ability to produce additional new products. 
B) result in losing the grousers and sprouts segments of the market. 
C) damage a company's reputation by bloggers pointing out a company is not truly green. 
D) require investing in cause-related marketing to correct the situation.

Question 14

A rodeo held in Dallas sponsored by Lee Jeans is an example of event marketing.

Accepted Answer

A) True 
 B)False

Question 15

A stakeholder is a:

Accepted Answer

A) disinterested third party in a negotiation. 
B) member of a foreign government. 
C) person or group with a vested interest in a firm's well-being. 
D) lobbyist for a company. 
A) disinterested third party in a negotiation. 
B) member of a foreign government. 
C) person or group with a vested interest in a firm's well-being. 
D) lobbyist for a company.

Question 16

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

Accepted Answer

A) enhance a company's image. 
B) increase a firm's visibility. 
C) increase total product offerings. 
D) differentiate a company from its competitors. 
A) enhance a company's image. 
B) increase a firm's visibility. 
C) increase total product offerings. 
D) differentiate a company from its competitors.

Question 17

Sponsorships and event-marketing have increased in popularity during the past decade due to their potential to:

Accepted Answer

A) produce pro-active damage control mechanisms. 
B) boost sales and profits. 
C) reach consumers on a one-to-one basis. 
D) accelerate new product development. 
A) produce pro-active damage control mechanisms. 
B) boost sales and profits. 
C) reach consumers on a one-to-one basis. 
D) accelerate new product development.

Question 18

In choosing a cause-related program,the marketing team should focus on causes that relate to the company's business.

Accepted Answer

A) True 
 B)False

Question 19

Define purpose or pro-social marketing.

Accepted Answer

It is advertising th

Question 20

While consumers favor green marketing and environmentally safe products,most consumers are not willing to:

Accepted Answer

A) purchase these products because of higher prices. 
B) support companies that are not pro-environment. 
C) sacrifice price,quality,convenience,availability,or performance. 
D) take time to decide which causes to support. 
A) purchase these products because of higher prices. 
B) support companies that are not pro-environment. 
C) sacrifice price,quality,convenience,availability,or performance. 
D) take time to decide which causes to support.

It is easier for the public relations department to access internal stakeholders than external stakeholders.

It is not important for a public relations firm to understand a company's integrated marketing campaign theme,because a public relations firm primarily deals with non-customer stakeholders.

Reactive damage control strategies include internet interventions,crisis management,apology strategies,and impression management techniques.

Describe the public relations department and the nature of a hit.

Claiming a product is environmentally-friendly when it is not is referred to as greenwashing.

Greenwashing is the process of making a company more environmentally friendly by "washing away" negative practices.

Event marketing and sponsorship programs should begin with company leaders determining the primary objectives of the program.

To maximize the benefits of a sponsorship effort,company leaders should define the primary goals of the program.

In a public relations program,a hit can enhance:

While the overall message to each stakeholder group should be the same,each message should be tailored to meet the different expectations of various audiences.

While consumers favor green marketing and environmentally safe products,actual purchases only occur when all things are considered equal,such as price,quality,convenience,and performance.

With regard to the public relations aspect of cause-related marketing,a company wishing to benefit should:

The danger with greenwashing is that it can:

A rodeo held in Dallas sponsored by Lee Jeans is an example of event marketing.

A stakeholder is a:

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

Sponsorships and event-marketing have increased in popularity during the past decade due to their potential to:

In choosing a cause-related program,the marketing team should focus on causes that relate to the company's business.

Define purpose or pro-social marketing.

While consumers favor green marketing and environmentally safe products,most consumers are not willing to:

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

It is easier for the public relations department to access internal stakeholders than external stakeholders.

It is not important for a public relations firm to understand a company's integrated marketing campaign theme,because a public relations firm primarily deals with non-customer stakeholders.

Reactive damage control strategies include internet interventions,crisis management,apology strategies,and impression management techniques.

Describe the public relations department and the nature of a hit.

Claiming a product is environmentally-friendly when it is not is referred to as greenwashing.

Greenwashing is the process of making a company more environmentally friendly by "washing away" negative practices.

Event marketing and sponsorship programs should begin with company leaders determining the primary objectives of the program.

To maximize the benefits of a sponsorship effort,company leaders should define the primary goals of the program.

In a public relations program,a hit can enhance:

While the overall message to each stakeholder group should be the same,each message should be tailored to meet the different expectations of various audiences.

While consumers favor green marketing and environmentally safe products,actual purchases only occur when all things are considered equal,such as price,quality,convenience,and performance.

With regard to the public relations aspect of cause-related marketing,a company wishing to benefit should:

The danger with greenwashing is that it can:

A rodeo held in Dallas sponsored by Lee Jeans is an example of event marketing.

A stakeholder is a:

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

Sponsorships and event-marketing have increased in popularity during the past decade due to their potential to:

In choosing a cause-related program,the marketing team should focus on causes that relate to the company's business.

Define purpose or pro-social marketing.

While consumers favor green marketing and environmentally safe products,most consumers are not willing to:

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