Exam 13: Public Relations and Sponsorship Programs

The public relations department is the unit in the firm that manages items such as advertising and consumer promotions.

The difference between event marketing and sponsorship marketing is the duration of the program being featured.

In planning event marketing,after a firm decides on the objective,the second step would be:

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

Entitlings and enhancements are forms of:

When Tang noted in company commercials that the product was the official drink of NASA during the first moon landing,the proactive prevention strategy approach being used was:

Unless a sponsorship is surrounded by supporting marketing efforts,the money invested may not accomplish its objectives.

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

In choosing a sponsorship,it is important for a company to:

In terms of goals for public relations,a hit is:

A company that stops using Styrofoam containers because they hurt the environment and starts using recycled paper is an example of:

Special interest groups would be considered:

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

To maximize the benefits of a sponsorship effort,it is important to define the primary goals of the program.

Enhancements is a form of reactive damage control strategy that focuses on the positive aspect of an event that occurs.

A stakeholder is:

Of the internal stakeholders,the group that is the most critical to the success of a firm would be:

Event marketing is closely related to lifestyle marketing.

The Coca-Cola booth at spring break on South Padre Island is an example of:

Crisis management involves accepting the blame for an event and offering an apology or vigorously defending the company when negative charges have been made.