Question 1

In terms of measuring the impact of public relations,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 2

Which statement below reflects current consumer attitudes towards businesses?

Accepted Answer

A)  Most consumers believe that as a general rule, businesses follow good practices. It is the few that have been caught that generate the most bad publicity. 
B)  Most consumers believe corporate scandals, accounting fraud, and CEO greed are on the decline. 
C)  Consumers are leery of big businesses, suspicious of business motives, and are unsure if any company can be trusted. 
D)  Consumers believe big businesses cannot be trusted, but small businesses are normally honest and reputable. 
A)  Most consumers believe that as a general rule, businesses follow good practices. It is the few that have been caught that generate the most bad publicity. 
B)  Most consumers believe corporate scandals, accounting fraud, and CEO greed are on the decline. 
C)  Consumers are leery of big businesses, suspicious of business motives, and are unsure if any company can be trusted. 
D)  Consumers believe big businesses cannot be trusted, but small businesses are normally honest and reputable.

Question 3

In terms of cause-related marketing,the highest percentage of Americans prefer that companies support causes that:

Accepted Answer

A)  improve public schools 
B)  support dropout prevention 
C)  provide scholarships 
D)  cleanup the environment 
A)  improve public schools 
B)  support dropout prevention 
C)  provide scholarships 
D)  cleanup the environment

Question 4

Public relations functions include the following,except:

Accepted Answer

A)  create public image-building activities 
B)  prevent or reduce image damage 
C)  design direct marketing programs 
D)  audit corporate social responsibility 
A)  create public image-building activities 
B)  prevent or reduce image damage 
C)  design direct marketing programs 
D)  audit corporate social responsibility

Question 5

The purpose of a social responsibility audit is to develop a corporate code of ethics and make sure everyone in the organization is aware of the code and is following it.

Accepted Answer

A) True 
 B)False

Question 6

Sports represent the majority of all sponsorships.

Accepted Answer

A) True 
 B)False

Question 7

It is important to have some method of assessment of a sponsorship to ensure objectives are met.

Accepted Answer

A) True 
 B)False

Question 8

Based on U.S.consumer segmentation of consumer attitudes toward green marketing,the group that does not care about environmental issues or social issues is called:

Accepted Answer

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

Question 9

In choosing a cause-related program,a company should focus on:

Accepted Answer

A)  causes that employees are involved with 
B)  local community causes 
C)  causes that are not supported by the company's primary competitors 
D)  causes that relate to the company's business 
A)  causes that employees are involved with 
B)  local community causes 
C)  causes that are not supported by the company's primary competitors 
D)  causes that relate to the company's business

Question 10

The purpose of a social responsibility audit is to:

Accepted Answer

A)  develop positive-image building activities 
B)  develop contingency plans in case of negative events or negative publicity 
C)  make sure the organization has clear-cut ethical guidelines for employees to follow and that the company acts to serve the interests of all publics 
D)  uncover any unethical behavior and to develop rules and policies for enhancing social responsibility 
A)  develop positive-image building activities 
B)  develop contingency plans in case of negative events or negative publicity 
C)  make sure the organization has clear-cut ethical guidelines for employees to follow and that the company acts to serve the interests of all publics 
D)  uncover any unethical behavior and to develop rules and policies for enhancing social responsibility

Question 11

Strong corporate and brand names can enhance businesses during good times and protect them during a crisis or when a problem occurs.

Accepted Answer

A) True 
 B)False

Question 12

When a company advertises,develops consumer promotions,such as a contest,and develops other marketing communications as a tie-in with an event marketing program,it is called a(n):

Accepted Answer

A)  local promotion 
B)  corporate promotion 
C)  advertising promotion 
D)  cross-promotion 
A)  local promotion 
B)  corporate promotion 
C)  advertising promotion 
D)  cross-promotion

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

Internet interventions are designed to combat negative word-of-mouth communication.

Accepted Answer

A) True 
 B)False

Question 15

Describe sponsorship marketing.

Accepted Answer

Sponsorship marketing occurs w

Question 16

What are the two forms of preventive damage control measures?

Accepted Answer

Entitlings,where the company claims resp

Question 17

Sponsorships and event marketing have increased in popularity during past decades due to their ability to enhance brand equity and brand awareness.

Accepted Answer

A) True 
 B)False

Question 18

Social responsibility is:

Accepted Answer

A)  less of a concern due to better quality governmental oversight of business 
B)  a form of marketing based on sponsorships and events 
C)  the obligation consumers have to shop from companies engaged in green marketing 
D)  the obligation an organization has to be ethical, accountable, and reactive to the needs of society 
A)  less of a concern due to better quality governmental oversight of business 
B)  a form of marketing based on sponsorships and events 
C)  the obligation consumers have to shop from companies engaged in green marketing 
D)  the obligation an organization has to be ethical, accountable, and reactive to the needs of society

Question 19

Assessment of a corporation's reputation begins:

Accepted Answer

A)  when company leaders take the time to conduct surveys and interviews to learn what people think of the organization, both internal and external to the company 
B)  with hiring a public relations firm to conduct a public relations audit of the firm's publicity 
C)  by counting hits a company has received in the public press 
D)  by developing a corporate image-building campaign 
A)  when company leaders take the time to conduct surveys and interviews to learn what people think of the organization, both internal and external to the company 
B)  with hiring a public relations firm to conduct a public relations audit of the firm's publicity 
C)  by counting hits a company has received in the public press 
D)  by developing a corporate image-building campaign

Question 20

A hit may or may not be a positive news story.

Accepted Answer

A) True 
 B)False

In terms of measuring the impact of public relations,a hit can enhance:

Which statement below reflects current consumer attitudes towards businesses?

In terms of cause-related marketing,the highest percentage of Americans prefer that companies support causes that:

Public relations functions include the following,except:

The purpose of a social responsibility audit is to develop a corporate code of ethics and make sure everyone in the organization is aware of the code and is following it.

Sports represent the majority of all sponsorships.

It is important to have some method of assessment of a sponsorship to ensure objectives are met.

Based on U.S.consumer segmentation of consumer attitudes toward green marketing,the group that does not care about environmental issues or social issues is called:

In choosing a cause-related program,a company should focus on:

The purpose of a social responsibility audit is to:

Strong corporate and brand names can enhance businesses during good times and protect them during a crisis or when a problem occurs.

When a company advertises,develops consumer promotions,such as a contest,and develops other marketing communications as a tie-in with an event marketing program,it is called a(n):

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

Internet interventions are designed to combat negative word-of-mouth communication.

Describe sponsorship marketing.

What are the two forms of preventive damage control measures?

Sponsorships and event marketing have increased in popularity during past decades due to their ability to enhance brand equity and brand awareness.

Social responsibility is:

Assessment of a corporation's reputation begins:

A hit may or may not be a positive news story.

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

In terms of measuring the impact of public relations,a hit can enhance:

Which statement below reflects current consumer attitudes towards businesses?

In terms of cause-related marketing,the highest percentage of Americans prefer that companies support causes that:

Public relations functions include the following,except:

The purpose of a social responsibility audit is to develop a corporate code of ethics and make sure everyone in the organization is aware of the code and is following it.

Sports represent the majority of all sponsorships.

It is important to have some method of assessment of a sponsorship to ensure objectives are met.

Based on U.S.consumer segmentation of consumer attitudes toward green marketing,the group that does not care about environmental issues or social issues is called:

In choosing a cause-related program,a company should focus on:

The purpose of a social responsibility audit is to:

Strong corporate and brand names can enhance businesses during good times and protect them during a crisis or when a problem occurs.

When a company advertises,develops consumer promotions,such as a contest,and develops other marketing communications as a tie-in with an event marketing program,it is called a(n):

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

Internet interventions are designed to combat negative word-of-mouth communication.

Describe sponsorship marketing.

What are the two forms of preventive damage control measures?

Sponsorships and event marketing have increased in popularity during past decades due to their ability to enhance brand equity and brand awareness.

Social responsibility is:

Assessment of a corporation's reputation begins:

A hit may or may not be a positive news story.

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