Question 1

Sponsoring a golfer in the Buick Open golf tournament is an example of event marketing.

Accepted Answer

A) True 
 B)False

Question 2

In deciding on a green marketing or pro-environmental approach,the public relations department should make sure the company's customers will not be alienated by such an approach.

Accepted Answer

A) True 
 B)False

Question 3

Companies that serve high-end clients have moved away from sponsoring sporting events to sponsoring more:

Accepted Answer

A) cultural events. 
B) entertainment,tours,and attractions. 
C) causes. 
D) festivals,fairs,and annual events. 
A) cultural events. 
B) entertainment,tours,and attractions. 
C) causes. 
D) festivals,fairs,and annual events.

Question 4

Showing a sports star from a team that just won a championship on the cover of a box of Wheaties is an example of using the proactive damage control prevention strategy of enhancement.

Accepted Answer

A) True 
 B)False

Question 5

Advertising that focuses on the values,behaviors,and beliefs of a company is:

Accepted Answer

A) image enhancing marketing. 
B) cause-related marketing. 
C) purpose or pro-social marketing. 
D) corporate social responsibility. 
A) image enhancing marketing. 
B) cause-related marketing. 
C) purpose or pro-social marketing. 
D) corporate social responsibility.

Question 6

Public relations functions include the following,except:

Accepted Answer

A) identify internal and external stakeholders. 
B) create promotional materials that can be sent to customers. 
C) assess the corporate reputation. 
D) audit corporate social responsibility. 
A) identify internal and external stakeholders. 
B) create promotional materials that can be sent to customers. 
C) assess the corporate reputation. 
D) audit corporate social responsibility.

Question 7

Each of the following is an impression management technique except:

Accepted Answer

A) expression of innocence. 
B) excuses. 
C) justification. 
D) entitlings. 
A) expression of innocence. 
B) excuses. 
C) justification. 
D) entitlings.

Question 8

Event marketing is closely related to lifestyle marketing.

Accepted Answer

A) True 
 B)False

Question 9

What is cause-related marketing and why is it important?

Accepted Answer

Cause-related marketing is a program whe

Question 10

The first step in developing a sponsorship or event marketing program is to:

Accepted Answer

A) define the company's target audience. 
B) define the company's customer profile. 
C) determine the communication objective. 
D) choose the event. 
A) define the company's target audience. 
B) define the company's customer profile. 
C) determine the communication objective. 
D) choose the event.

Question 11

Strong corporate and brand names can enhance a business during good times and protect it during a crisis or when problems arise.

Accepted Answer

A) True 
 B)False

Question 12

The marketing department tends to deal with customers and potential customers while the public relations department deals with the other non-customers.

Accepted Answer

A) True 
 B)False

Question 13

Accepting blame for an event,offering an apology,or forcefully refuting the charges is:

Accepted Answer

A) impression management. 
B) crisis management. 
C) an entitling. 
D) an enhancement. 
A) impression management. 
B) crisis management. 
C) an entitling. 
D) an enhancement.

Question 14

Describe event marketing.

Accepted Answer

Event marketing is similar to

Question 15

When planning a sponsorship or event marketing program,the final essential ingredient or step is to:

Accepted Answer

A) identify the competition. 
B) differentiate the sponsorship or event. 
C) qualify prospects. 
D) track results. 
A) identify the competition. 
B) differentiate the sponsorship or event. 
C) qualify prospects. 
D) track results.

Question 16

Which statement is true about green marketing?

Accepted Answer

A) It almost always is effective. 
B) It will work even when product quality is lower. 
C) It reaches every purchasing group equally. 
D) It is not always advertised or promoted by companies involved. 
A) It almost always is effective. 
B) It will work even when product quality is lower. 
C) It reaches every purchasing group equally. 
D) It is not always advertised or promoted by companies involved.

Question 17

Sponsoring bloggers has become a new form of product sponsorship for companies.

Accepted Answer

A) True 
 B)False

Question 18

Saying,"We could not have prevented this negative event from happening" is an example of using the impression management technique of:

Accepted Answer

A) an expression of innocence. 
B) an excuse. 
C) moral ambiguity. 
D) a justification. 
A) an expression of innocence. 
B) an excuse. 
C) moral ambiguity. 
D) a justification.

Question 19

Sponsorships and event marketing are used by companies to create a short-term burst in sales.

Accepted Answer

A) True 
 B)False

Question 20

Enhancements are a form of proactive prevention strategy that involves claiming responsibility for positive outcomes of events.

Accepted Answer

A) True 
 B)False

Sponsoring a golfer in the Buick Open golf tournament is an example of event marketing.

In deciding on a green marketing or pro-environmental approach,the public relations department should make sure the company's customers will not be alienated by such an approach.

Companies that serve high-end clients have moved away from sponsoring sporting events to sponsoring more:

Showing a sports star from a team that just won a championship on the cover of a box of Wheaties is an example of using the proactive damage control prevention strategy of enhancement.

Advertising that focuses on the values,behaviors,and beliefs of a company is:

Public relations functions include the following,except:

Each of the following is an impression management technique except:

Event marketing is closely related to lifestyle marketing.

What is cause-related marketing and why is it important?

The first step in developing a sponsorship or event marketing program is to:

Strong corporate and brand names can enhance a business during good times and protect it during a crisis or when problems arise.

The marketing department tends to deal with customers and potential customers while the public relations department deals with the other non-customers.

Accepting blame for an event,offering an apology,or forcefully refuting the charges is:

Describe event marketing.

When planning a sponsorship or event marketing program,the final essential ingredient or step is to:

Which statement is true about green marketing?

Sponsoring bloggers has become a new form of product sponsorship for companies.

Saying,"We could not have prevented this negative event from happening" is an example of using the impression management technique of:

Sponsorships and event marketing are used by companies to create a short-term burst in sales.

Enhancements are a form of proactive prevention strategy that involves claiming responsibility for positive outcomes of events.

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

Sponsoring a golfer in the Buick Open golf tournament is an example of event marketing.

In deciding on a green marketing or pro-environmental approach,the public relations department should make sure the company's customers will not be alienated by such an approach.

Companies that serve high-end clients have moved away from sponsoring sporting events to sponsoring more:

Showing a sports star from a team that just won a championship on the cover of a box of Wheaties is an example of using the proactive damage control prevention strategy of enhancement.

Advertising that focuses on the values,behaviors,and beliefs of a company is:

Public relations functions include the following,except:

Each of the following is an impression management technique except:

Event marketing is closely related to lifestyle marketing.

What is cause-related marketing and why is it important?

The first step in developing a sponsorship or event marketing program is to:

Strong corporate and brand names can enhance a business during good times and protect it during a crisis or when problems arise.

The marketing department tends to deal with customers and potential customers while the public relations department deals with the other non-customers.

Accepting blame for an event,offering an apology,or forcefully refuting the charges is:

Describe event marketing.

When planning a sponsorship or event marketing program,the final essential ingredient or step is to:

Which statement is true about green marketing?

Sponsoring bloggers has become a new form of product sponsorship for companies.

Saying,"We could not have prevented this negative event from happening" is an example of using the impression management technique of:

Sponsorships and event marketing are used by companies to create a short-term burst in sales.

Enhancements are a form of proactive prevention strategy that involves claiming responsibility for positive outcomes of events.

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