Exam 13: Public Relations and Sponsorship Programs

Based on U.S.consumer segmentation of consumer attitudes toward green marketing,the group that are heavy users of green marketing products,but is not politically active is called:

In deciding on a green marketing or pro-environmental approach,the public relations department should make sure the company's customers will not be alienated by such an approach.

In terms of proactive prevention strategies to prevent negative publicity,enhancements involve the attempt to increase the desirable outcome of an event in the eyes of the public.

The following are stakeholders of a company,except:

Describe event marketing.

A rodeo held in Dallas sponsored by Lee Jeans is an example of event marketing.

Approximately two-thirds of consumers said they will switch brands to support a particular cause they care about.

Based on U.S.consumer segmentation of consumer attitudes toward green marketing,the group that is cynical about green marketing and believes green products are too expensive and inferior in quality is called:

A cross-promotion is a marketing event that ties together companies and activities around a specific theme.

When tires on new Ford vehicles were blowing out prematurely,Ford CEO Jacques Nasser blamed Bridgestone/Firestone for the problem.He stated is was not Ford's fault.Nasser was using which strategy?

While the overall message to each stakeholder group should be the same,each message should be tailored to meet the different expectations of the various audiences.

Cause-related marketing is an internal program working with company employees.

Sponsorships and event marketing are used by companies to build brand loyalty and to develop positive feelings toward the company.

A person or group with a vested interest in a firm's well-being is a(n):

Claiming that a product is low-carb,even when it has a high amount of fat and calories,is an example of using an enhancement strategy.

Claiming responsibility for positive outcomes of events is called:

In choosing a sponsorship,it is important to match the audience profile with the company's target market.

PepsiCo reacted to negative claims about hypodermic needles being found in its products with photographs and videos of the production processing showing such an event could not happen at their factories.This is an example of using which approach to managing negative publicity?

A hit is the mention of a company's name in a news story.

What is green marketing and what approaches can a firm use in green marketing?