Question 1

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 2

Most company leaders do a thorough job of understanding the corporation's reputation.

Accepted Answer

A) True 
 B)False

Question 3

The public relations department is the unit in the company that:

Accepted Answer

A)  manages publicity and other communications with all groups that contact the firm 
B)  manages advertising and promotions 
C)  monitors quality control and operations 
D)  handles in-bound telemarketing calls 
A)  manages publicity and other communications with all groups that contact the firm 
B)  manages advertising and promotions 
C)  monitors quality control and operations 
D)  handles in-bound telemarketing calls

Question 4

An expression of innocence is a form of impression management.

Accepted Answer

A) True 
 B)False

Question 5

Assessment of a firm's reputation begins with company leaders taking the time to conduct surveys and interviews of what people think of the company.

Accepted Answer

A) True 
 B)False

Question 6

The first step in developing an 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 7

A local race car driver who displays advertising on the car is involved in:

Accepted Answer

A)  sponsorship marketing 
B)  event marketing 
C)  mobile marketing 
D)  cause-related marketing 
A)  sponsorship marketing 
B)  event marketing 
C)  mobile marketing 
D)  cause-related marketing

Question 8

The key to managing external stakeholders is for the public relations department to constantly send out positive information about the company to all of the external stakeholder groups.

Accepted Answer

A) True 
 B)False

Question 9

Based on U.S.consumer segmentation of consumer attitudes toward green marketing,the group that is most willing to buy green marketing products and is politically active is called:

Accepted Answer

A)  true-blue greens 
B)  greenback greens 
C)  sprouts 
D)  basic buyers 
A)  true-blue greens 
B)  greenback greens 
C)  sprouts 
D)  basic buyers

Question 10

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 11

The unit in the company that manages publicity and other communications with all groups that contact the firm is the:

Accepted Answer

A)  department of communications 
B)  department of advertising 
C)  department of specialty events 
D)  department of public relations 
A)  department of communications 
B)  department of advertising 
C)  department of specialty events 
D)  department of public relations

Question 12

The obligation an organization has to be ethical,accountable,and reactive to the needs of society is called:

Accepted Answer

A)  public relations 
B)  social responsibility 
C)  marketing myopia 
D)  sponsorship marketing 
A)  public relations 
B)  social responsibility 
C)  marketing myopia 
D)  sponsorship marketing

Question 13

When a company pays money to sponsor someone or some group that participates in an activity,it is called:

Accepted Answer

A)  public relations 
B)  advertising expenditures 
C)  marketing myopia 
D)  sponsorship marketing 
A)  public relations 
B)  advertising expenditures 
C)  marketing myopia 
D)  sponsorship marketing

Question 14

A stakeholder is a person or group with a vested interest in an organization's well-being.

Accepted Answer

A) True 
 B)False

Question 15

A crisis does not always have to be negative.It can be an opportunity for a company to improve its position in the market and enhance its image.

Accepted Answer

A) True 
 B)False

Question 16

Practically every company actively promotes its environmentally safe products.

Accepted Answer

A) True 
 B)False

Question 17

In terms of measuring public relations,a news story about the Ford Explorer's tire problems is an example of a(n):

Accepted Answer

A)  public relations hit 
B)  event 
C)  negative tie-in 
D)  negative cross-promotion 
A)  public relations hit 
B)  event 
C)  negative tie-in 
D)  negative cross-promotion

Question 18

The attempt to increase the desirable outcome of an event in the eyes of the public is called:

Accepted Answer

A)  affirmative social responsibility 
B)  acclaiming 
C)  entitling 
D)  enhancement 
A)  affirmative social responsibility 
B)  acclaiming 
C)  entitling 
D)  enhancement

Question 19

When a firm supports a specific event,such as the Special Olympics,it is:

Accepted Answer

A)  sponsorship marketing 
B)  event marketing 
C)  cause-related marketing 
D)  tie-in marketing 
A)  sponsorship marketing 
B)  event marketing 
C)  cause-related marketing 
D)  tie-in marketing

Question 20

An apology strategy is part of:

Accepted Answer

A)  impression management 
B)  defense of innocence 
C)  crisis management 
D)  justification 
A)  impression management 
B)  defense of innocence 
C)  crisis management 
D)  justification

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

Most company leaders do a thorough job of understanding the corporation's reputation.

The public relations department is the unit in the company that:

An expression of innocence is a form of impression management.

Assessment of a firm's reputation begins with company leaders taking the time to conduct surveys and interviews of what people think of the company.

The first step in developing an event marketing program is to:

A local race car driver who displays advertising on the car is involved in:

The key to managing external stakeholders is for the public relations department to constantly send out positive information about the company to all of the external stakeholder groups.

Based on U.S.consumer segmentation of consumer attitudes toward green marketing,the group that is most willing to buy green marketing products and is politically active is called:

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

The unit in the company that manages publicity and other communications with all groups that contact the firm is the:

The obligation an organization has to be ethical,accountable,and reactive to the needs of society is called:

When a company pays money to sponsor someone or some group that participates in an activity,it is called:

A stakeholder is a person or group with a vested interest in an organization's well-being.

A crisis does not always have to be negative.It can be an opportunity for a company to improve its position in the market and enhance its image.

Practically every company actively promotes its environmentally safe products.

In terms of measuring public relations,a news story about the Ford Explorer's tire problems is an example of a(n):

The attempt to increase the desirable outcome of an event in the eyes of the public is called:

When a firm supports a specific event,such as the Special Olympics,it is:

An apology strategy is part of:

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

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

Most company leaders do a thorough job of understanding the corporation's reputation.

The public relations department is the unit in the company that:

An expression of innocence is a form of impression management.

Assessment of a firm's reputation begins with company leaders taking the time to conduct surveys and interviews of what people think of the company.

The first step in developing an event marketing program is to:

A local race car driver who displays advertising on the car is involved in:

The key to managing external stakeholders is for the public relations department to constantly send out positive information about the company to all of the external stakeholder groups.

Based on U.S.consumer segmentation of consumer attitudes toward green marketing,the group that is most willing to buy green marketing products and is politically active is called:

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

The unit in the company that manages publicity and other communications with all groups that contact the firm is the:

The obligation an organization has to be ethical,accountable,and reactive to the needs of society is called:

When a company pays money to sponsor someone or some group that participates in an activity,it is called:

A stakeholder is a person or group with a vested interest in an organization's well-being.

A crisis does not always have to be negative.It can be an opportunity for a company to improve its position in the market and enhance its image.

Practically every company actively promotes its environmentally safe products.

In terms of measuring public relations,a news story about the Ford Explorer's tire problems is an example of a(n):

The attempt to increase the desirable outcome of an event in the eyes of the public is called:

When a firm supports a specific event,such as the Special Olympics,it is:

An apology strategy is part of:

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