Exam 13: Public Relations and Sponsorship Programs

Event marketing and sponsorship programs should begin with company leaders determining the primary objectives.

Reactive damage control strategies include Internet interventions, crisis management, apology strategies, and impression management techniques.

Greenwashing is the process of making a company more environmentally friendly by "washing away" negative practices.

Business experts agree that socially responsible firms are more likely to thrive and survive in the long term.

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

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?

The following are stakeholders of a company, except:

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

A program that ties marketing to a charity in order to generate good will is called:

If negative publicity is combated in an Internet chat room, the approach being used is an:

Proactive damage control strategies include entitlings, enhancements, and crisis management.

The principles that guide the development of sponsorships domestically apply equally well to any international sponsorship.

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

The purpose of a social responsibility audit is to:

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

Due to cultural differences, public relations programs have become less important in international marketing efforts.

Sponsorships are typically used to accomplish each of the following objectives, except:

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

In planning a sponsorship or event marketing program, after the marketing team establishes promotions of the event or sponsorship, the next step would be:

In terms of measuring public relations, a news story about tire problems on Ford vehicles is an example of a(n):