Question 1

In terms of consumer segments,the Grousers do not care about environmental issues or social issues.

Accepted Answer

A) True 
 B)False

Question 2

Which statement below about corporation's reputation is true?

Accepted Answer

A)  Most corporate leaders clearly understand the reputations of their companies. 
B)  Reputation of a company is not important for individuals seeking employment at a company 
C)  The reputation is vulnerable to both internal and external negative events. 
D)  In the past decade most consumers have expressed greater trust and respect for various corporations, meaning the reputations have improved. 
A)  Most corporate leaders clearly understand the reputations of their companies. 
B)  Reputation of a company is not important for individuals seeking employment at a company 
C)  The reputation is vulnerable to both internal and external negative events. 
D)  In the past decade most consumers have expressed greater trust and respect for various corporations, meaning the reputations have improved.

Question 3

In choosing an event to sponsor,it should not only meet the firm's objective for the event,but it should also match the firm's customers,vendors,or employees depending on which constituency is the focus of the objective.

Accepted Answer

A) True 
 B)False

Question 4

Biodegradable laundry detergent is an example of:

Accepted Answer

A)  cause-related marketing 
B)  event marketing 
C)  green marketing 
D)  positive public relations 
A)  cause-related marketing 
B)  event marketing 
C)  green marketing 
D)  positive public relations

Question 5

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

Accepted Answer

A)  enhance a company's image 
B)  increase a firm's visibility 
C)  increase sales 
D)  differentiate a company from its competitors 
A)  enhance a company's image 
B)  increase a firm's visibility 
C)  increase sales 
D)  differentiate a company from its competitors

Question 6

Impression management is the process of making an apology for a mistake.

Accepted Answer

A) True 
 B)False

Question 7

Based on U.S.consumer segmentation of consumer attitudes toward green marketing,the group that is uneducated about environmental issues and cynical about their ability to effect change is called:

Accepted Answer

A)  true-blue greens 
B)  greenback greens 
C)  sprouts 
D)  grousers 
A)  true-blue greens 
B)  greenback greens 
C)  sprouts 
D)  grousers

Question 8

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

Accepted Answer

Cause-related marketing is a program whe

Question 9

Who are the major external stakeholders for a public relations department to consider?

Accepted Answer

∙Channel members
∙Customers
∙T

Question 10

The public relations department is the unit in the firm that manages publicity and communications with other groups that are in contact with the company.

Accepted Answer

A) True 
 B)False

Question 11

The company has little influence on what external stakeholders should think or say about it.

Accepted Answer

A) True 
 B)False

Question 12

Cause-related marketing is:

Accepted Answer

A)  a type of Internet intervention 
B)  a program that ties marketing to a charity 
C)  the same thing as green marketing 
D)  causing buyers to want to buy a product due to an effective cross-promotion 
A)  a type of Internet intervention 
B)  a program that ties marketing to a charity 
C)  the same thing as green marketing 
D)  causing buyers to want to buy a product due to an effective cross-promotion

Question 13

Entitlings are a form of image damage prevention involving claiming responsibility for positive outcomes of events.

Accepted Answer

A) True 
 B)False

Question 14

Reacting to negative events caused by a company error,consumer grievances,or exaggerated negative press is called:

Accepted Answer

A)  affirmative social responsibility 
B)  acclaiming 
C)  entitling 
D)  damage control 
A)  affirmative social responsibility 
B)  acclaiming 
C)  entitling 
D)  damage control

Question 15

While Coca-Cola is involved in pro-environment activities,it does not widely publicize these activities because company leaders believe they will not gain more customers.

Accepted Answer

A) True 
 B)False

Question 16

In terms of using an impression management technique to respond to negative publicity,a company that makes the negative incident appear minor or trivial is using the remedial approach of:

Accepted Answer

A)  expressions of innocence 
B)  excuses 
C)  justification 
D)  apology 
A)  expressions of innocence 
B)  excuses 
C)  justification 
D)  apology

Question 17

Cause-related marketing integrates a marketing program with some type of charity in order to generate good will.

Accepted Answer

A) True 
 B)False

Question 18

Saying,"we didn't cause this negative event to happen,it was some other company" 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

What are the five key public relations functions?

Accepted Answer

1.Identify stakeholders
2.Asse

Question 20

In terms of expenditures on sponsorships and events,sports is the largest category.The second largest category of expenditures is for the arts.

Accepted Answer

A) True 
 B)False

In terms of consumer segments,the Grousers do not care about environmental issues or social issues.

Which statement below about corporation's reputation is true?

In choosing an event to sponsor,it should not only meet the firm's objective for the event,but it should also match the firm's customers,vendors,or employees depending on which constituency is the focus of the objective.

Biodegradable laundry detergent is an example of:

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

Impression management is the process of making an apology for a mistake.

Based on U.S.consumer segmentation of consumer attitudes toward green marketing,the group that is uneducated about environmental issues and cynical about their ability to effect change is called:

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

Who are the major external stakeholders for a public relations department to consider?

The public relations department is the unit in the firm that manages publicity and communications with other groups that are in contact with the company.

The company has little influence on what external stakeholders should think or say about it.

Cause-related marketing is:

Entitlings are a form of image damage prevention involving claiming responsibility for positive outcomes of events.

Reacting to negative events caused by a company error,consumer grievances,or exaggerated negative press is called:

While Coca-Cola is involved in pro-environment activities,it does not widely publicize these activities because company leaders believe they will not gain more customers.

In terms of using an impression management technique to respond to negative publicity,a company that makes the negative incident appear minor or trivial is using the remedial approach of:

Cause-related marketing integrates a marketing program with some type of charity in order to generate good will.

Saying,"we didn't cause this negative event to happen,it was some other company" is an example of using the impression management technique of:

What are the five key public relations functions?

In terms of expenditures on sponsorships and events,sports is the largest category.The second largest category of expenditures is for the arts.

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 consumer segments,the Grousers do not care about environmental issues or social issues.

Which statement below about corporation's reputation is true?

In choosing an event to sponsor,it should not only meet the firm's objective for the event,but it should also match the firm's customers,vendors,or employees depending on which constituency is the focus of the objective.

Biodegradable laundry detergent is an example of:

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

Impression management is the process of making an apology for a mistake.

Based on U.S.consumer segmentation of consumer attitudes toward green marketing,the group that is uneducated about environmental issues and cynical about their ability to effect change is called:

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

Who are the major external stakeholders for a public relations department to consider?

The public relations department is the unit in the firm that manages publicity and communications with other groups that are in contact with the company.

The company has little influence on what external stakeholders should think or say about it.

Cause-related marketing is:

Entitlings are a form of image damage prevention involving claiming responsibility for positive outcomes of events.

Reacting to negative events caused by a company error,consumer grievances,or exaggerated negative press is called:

While Coca-Cola is involved in pro-environment activities,it does not widely publicize these activities because company leaders believe they will not gain more customers.

In terms of using an impression management technique to respond to negative publicity,a company that makes the negative incident appear minor or trivial is using the remedial approach of:

Cause-related marketing integrates a marketing program with some type of charity in order to generate good will.

Saying,"we didn't cause this negative event to happen,it was some other company" is an example of using the impression management technique of:

What are the five key public relations functions?

In terms of expenditures on sponsorships and events,sports is the largest category.The second largest category of expenditures is for the arts.

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