Exam 13: Public Relations and Sponsorship Programs

The purpose of a social responsibility audit is to develop a corporate code of ethics and make sure everyone in the organization is aware of the code and is following it.

To maximize the benefits of a sponsorship effort, company leaders should define the primary goals of the program.

If a company uses an apology strategy in a negative crisis situation, it will only work if the public feels the apology is sincere and heartfelt.

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

When a company advertises, develops consumer promotions, such as a contest, and develops other marketing communications as a tie-in with an event marketing program, it is called a(n):

Green marketing is:

Entitlings are a form of proactive prevention strategy that involves claiming responsibility for positive outcomes of events.

In choosing a sponsorship, marketers should match the audience profile with the company's target market.

Apology strategies are most often used in situations in which:

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

The marketing department tends to create contact points with customers and potential customers; the public relations department deals with the other contact points that are created or are unplanned.

Cause-related marketing is based on the idea that:

The first major decision company leaders must make concerning public relations is:

An expression of innocence is a form of impression management.

Claiming to be environmentally-friendly when a company is not is:

Assessing and managing a company's reputation will be as important as promoting its products.

While consumers favor green marketing and environmentally-safe products, most consumers are not willing to:

Sponsorships and event marketing have increased in popularity during past decades due to their ability to enhance brand equity and brand awareness.

Describe sponsorship marketing.

Claiming a product is low-carb while displaying the waist line of a thin person is an example of an enhancement.