Question 1

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 2

Sponsorships can be used to accomplish each of the following objectives,except:

Accepted Answer

A)  showcase specific goods and services 
B)  sell excess inventory 
C)  increase profits 
D)  help a firm develop closer relationships with current and perspective customers 
A)  showcase specific goods and services 
B)  sell excess inventory 
C)  increase profits 
D)  help a firm develop closer relationships with current and perspective customers

Question 3

Damage control is reacting to negative events caused by a company error,consumer grievances,or when unjustified or exaggerated negative press appears.

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

The consumer segment called True Blue Greens are the most likely to buy environmentally safe products.

Accepted Answer

A) True 
 B)False

Question 7

The conscious or unconscious attempt to control images in social situations is:

Accepted Answer

A)  crisis management 
B)  enhancement 
C)  social responsibility 
D)  impression management 
A)  crisis management 
B)  enhancement 
C)  social responsibility 
D)  impression management

Question 8

Paying for entry fees into a league and uniforms for a little league soccer team is an example of:

Accepted Answer

A)  sponsorship marketing 
B)  event marketing 
C)  cause-related marketing 
D)  an ineffective contact point 
A)  sponsorship marketing 
B)  event marketing 
C)  cause-related marketing 
D)  an ineffective contact point

Question 9

Proactive prevention strategies for damage control include entitlings,enhancements,and justifications.

Accepted Answer

A) True 
 B)False

Question 10

The following are external stakeholders,except:

Accepted Answer

A)  labor unions 
B)  channel members 
C)  customers 
D)  the media 
A)  labor unions 
B)  channel members 
C)  customers 
D)  the media

Question 11

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 prevention strategy of enhancements.

Accepted Answer

A) True 
 B)False

Question 12

When Tiger Woods plays in the Buick Open the golf tournament is an example of event marketing.

Accepted Answer

A) True 
 B)False

Question 13

The marketing department tends to create contact points with customers and potential customers; the public relations department deals with the other contact points that are created or are unplanned.

Accepted Answer

A) True 
 B)False

Question 14

Damage control is only used when consumers are making unjustified complaints against a company.

Accepted Answer

A) True 
 B)False

Question 15

Employees are external stakeholders and owners are internal stakeholders.

Accepted Answer

A) True 
 B)False

Question 16

FedEx uses sponsorships to build brand awareness.

Accepted Answer

A) True 
 B)False

Question 17

The following are possible benefits of cause-related marketing,except:

Accepted Answer

A)  additional customers 
B)  counter competitive actions 
C)  reduced negative public opinion 
D)  consumer goodwill for the future 
A)  additional customers 
B)  counter competitive actions 
C)  reduced negative public opinion 
D)  consumer goodwill for the future

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

The human resource department plays a vital role in preparing effective internal public relations messages.

Accepted Answer

A) True 
 B)False

Question 20

Based on U.S.consumer segmentation of consumer attitudes toward green marketing,the group that believes in green products in theory,but not in practice,is called:

Accepted Answer

A)  true-blue greens 
B)  grousers 
C)  sprouts 
D)  basic browns 
A)  true-blue greens 
B)  grousers 
C)  sprouts 
D)  basic browns

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

Sponsorships can be used to accomplish each of the following objectives,except:

Damage control is reacting to negative events caused by a company error,consumer grievances,or when unjustified or exaggerated negative press appears.

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

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

The consumer segment called True Blue Greens are the most likely to buy environmentally safe products.

The conscious or unconscious attempt to control images in social situations is:

Paying for entry fees into a league and uniforms for a little league soccer team is an example of:

Proactive prevention strategies for damage control include entitlings,enhancements,and justifications.

The following are external stakeholders,except:

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 prevention strategy of enhancements.

When Tiger Woods plays in the Buick Open the golf tournament is an example of event marketing.

The marketing department tends to create contact points with customers and potential customers; the public relations department deals with the other contact points that are created or are unplanned.

Damage control is only used when consumers are making unjustified complaints against a company.

Employees are external stakeholders and owners are internal stakeholders.

FedEx uses sponsorships to build brand awareness.

The following are possible benefits of cause-related marketing,except:

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

The human resource department plays a vital role in preparing effective internal public relations messages.

Based on U.S.consumer segmentation of consumer attitudes toward green marketing,the group that believes in green products in theory,but not in practice,is called:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 13: Public Relations and Sponsorship Programs

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

Sponsorships can be used to accomplish each of the following objectives,except:

Damage control is reacting to negative events caused by a company error,consumer grievances,or when unjustified or exaggerated negative press appears.

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

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

The consumer segment called True Blue Greens are the most likely to buy environmentally safe products.

The conscious or unconscious attempt to control images in social situations is:

Paying for entry fees into a league and uniforms for a little league soccer team is an example of:

Proactive prevention strategies for damage control include entitlings,enhancements,and justifications.

The following are external stakeholders,except:

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 prevention strategy of enhancements.

When Tiger Woods plays in the Buick Open the golf tournament is an example of event marketing.

The marketing department tends to create contact points with customers and potential customers; the public relations department deals with the other contact points that are created or are unplanned.

Damage control is only used when consumers are making unjustified complaints against a company.

Employees are external stakeholders and owners are internal stakeholders.

FedEx uses sponsorships to build brand awareness.

The following are possible benefits of cause-related marketing,except:

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

The human resource department plays a vital role in preparing effective internal public relations messages.

Based on U.S.consumer segmentation of consumer attitudes toward green marketing,the group that believes in green products in theory,but not in practice,is called:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters