Exam 13: Public Relations and Sponsorship Programs

The principles that guide the development of sponsorships domestically apply equally well to any international sponsorship.

Practically every company actively promotes its environmentally safe products in some manner.

Cause-related marketing is:

All of the following are internal stakeholders except:

What is event marketing and what is it closely related to?

Each of the following is a potential benefit of cause-related marketing,except:

Cause-related marketing is an internal program working with company employees.

An apology strategy to manage a negative publicity situation should include each of the following elements except:

PepsiCo reacted to negative claims about hypodermic needles being found in its products with photographs and videos of the production processing showing such an event could not occur in the company's factories is an example of which approach?

An enhancement is a reactive damage-control strategy that focuses on the positive aspect of an event that occurs.

A news story about steering problems on Toyota vehicles is an example of a(n):

If a company uses an apology strategy in a negative crisis situation,it will only work if the public believes the apology is sincere and heartfelt.

The attempt to increase the desirable outcome of an event in the eyes of the public is:

One objective of a sponsorship can be to increase a firm's visibility.

Entitlings and enhancements are reactive damage control public relations activities.

A Coca-Cola booth at spring break on South Padre Island is an example of which type of marketing?

Cross-promotions are used with event marketing to boost the impact of the event.

In tracking results from event marketing,an Advertising Research Foundation study found which type of events tended to yield the best results in terms of intentions to purchase and actual purchases of the sponsor's brand?

Corporate social responsibility is the obligation an organization has to be ethical,accountable,and reactive to the needs of society.

A new trend in corporate social responsibility,purpose marketing,focuses ads on values,behaviors,and beliefs of the company's high-ranking officers.