Question 1

Cross-promotions are used with event marketing to boost the impact of the event.

Accepted Answer

A) True 
 B)False

Question 2

In terms of the public relations aspect of cause-related marketing, for companies to benefit the company should:

Accepted Answer

A)  make sure the public is always aware of any cause-related marketing they support 
B)  spend some money to publicize causes, but the amount should not be significant 
C)  not publicize causes because the public will think any effort to do so is shameless self-aggrandizement 
D)  spend approximately 25 percent of whatever is given to a cause on publicizing the cause 
A)  make sure the public is always aware of any cause-related marketing they support 
B)  spend some money to publicize causes, but the amount should not be significant 
C)  not publicize causes because the public will think any effort to do so is shameless self-aggrandizement 
D)  spend approximately 25 percent of whatever is given to a cause on publicizing the cause

Question 3

One of the functions of public relations is to assess the company's reputation.

Accepted Answer

A) True 
 B)False

Question 4

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 5

Sponsoring bloggers has become a new form of product sponsorship for companies.

Accepted Answer

A) True 
 B)False

Question 6

Interstate Battery's sponsorship of a NASCAR driver and car is an example of a sponsorship program.

Accepted Answer

A) True 
 B)False

Question 7

Most marketers support creating a department of communications that would handle all of the marketing as well as public relations activities for a firm.

Accepted Answer

A) True 
 B)False

Question 8

The first step in developing a sponsorship or 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 9

Damage control is reacting to negative events caused by a company error, consumer grievances, or when unjustified or exaggerated negative press appears.

Accepted Answer

A) True 
 B)False

Question 10

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the two groups that are heavy users of green products are:

Accepted Answer

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

Question 11

Which format has experienced increased usage in sponsorship programs?

Accepted Answer

A)  television advertising 
B)  hits 
C)  blogs and social media 
D)  public relations 
A)  television advertising 
B)  hits 
C)  blogs and social media 
D)  public relations

Question 12

Paying for entry fees into a league and uniforms for a little league soccer team is an example of:

Accepted Answer

A)  sponsorship marketing 
B)  event marketing 
C)  cause-related marketing 
D)  an ineffective contact point 
A)  sponsorship marketing 
B)  event marketing 
C)  cause-related marketing 
D)  an ineffective contact point

Question 13

The public relations function has become increasingly valuable in the international arena for the following reasons, except:

Accepted Answer

A)  lack of sponsorship opportunities in many countries 
B)  impact of terrorism and war has heightened sensitivities of many nations 
C)  differences between cultures 
D)  growing number of international firms 
A)  lack of sponsorship opportunities in many countries 
B)  impact of terrorism and war has heightened sensitivities of many nations 
C)  differences between cultures 
D)  growing number of international firms

Question 14

Public relations functions include the following, except:

Accepted Answer

A)  identify internal and external stakeholders 
B)  create promotional materials that can be sent to customers 
C)  assess the corporate reputation 
D)  audit corporate social responsibility 
A)  identify internal and external stakeholders 
B)  create promotional materials that can be sent to customers 
C)  assess the corporate reputation 
D)  audit corporate social responsibility

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

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

Question 17

Sponsorship marketing occurs when a company pays money to sponsor a person or group involved in an activity.

Accepted Answer

A) True 
 B)False

Question 18

Strong corporate and brand names can enhance businesses during good times and protect them during a crisis or when a problem occurs.

Accepted Answer

A) True 
 B)False

Question 19

Describe event marketing.

Accepted Answer

Event marketing is similar to

Question 20

Which statement is true about green marketing?

Accepted Answer

A)  it almost always is effective 
B)  it will work even when product quality is lower 
C)  it reaches every purchasing group equally 
D)  it is not always advertised or promoted by companies involved 
A)  it almost always is effective 
B)  it will work even when product quality is lower 
C)  it reaches every purchasing group equally 
D)  it is not always advertised or promoted by companies involved

Cross-promotions are used with event marketing to boost the impact of the event.

In terms of the public relations aspect of cause-related marketing, for companies to benefit the company should:

One of the functions of public relations is to assess the company's reputation.

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

Sponsoring bloggers has become a new form of product sponsorship for companies.

Interstate Battery's sponsorship of a NASCAR driver and car is an example of a sponsorship program.

Most marketers support creating a department of communications that would handle all of the marketing as well as public relations activities for a firm.

The first step in developing a sponsorship or event marketing program is to:

Damage control is reacting to negative events caused by a company error, consumer grievances, or when unjustified or exaggerated negative press appears.

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the two groups that are heavy users of green products are:

Which format has experienced increased usage in sponsorship programs?

Paying for entry fees into a league and uniforms for a little league soccer team is an example of:

The public relations function has become increasingly valuable in the international arena for the following reasons, except:

Public relations functions include the following, except:

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

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

Sponsorship marketing occurs when a company pays money to sponsor a person or group involved in an activity.

Strong corporate and brand names can enhance businesses during good times and protect them during a crisis or when a problem occurs.

Describe event marketing.

Which statement is true about green marketing?

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 13: Public Relations and Sponsorship Programs

Cross-promotions are used with event marketing to boost the impact of the event.

In terms of the public relations aspect of cause-related marketing, for companies to benefit the company should:

One of the functions of public relations is to assess the company's reputation.

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

Sponsoring bloggers has become a new form of product sponsorship for companies.

Interstate Battery's sponsorship of a NASCAR driver and car is an example of a sponsorship program.

Most marketers support creating a department of communications that would handle all of the marketing as well as public relations activities for a firm.

The first step in developing a sponsorship or event marketing program is to:

Damage control is reacting to negative events caused by a company error, consumer grievances, or when unjustified or exaggerated negative press appears.

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the two groups that are heavy users of green products are:

Which format has experienced increased usage in sponsorship programs?

Paying for entry fees into a league and uniforms for a little league soccer team is an example of:

The public relations function has become increasingly valuable in the international arena for the following reasons, except:

Public relations functions include the following, except:

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

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

Sponsorship marketing occurs when a company pays money to sponsor a person or group involved in an activity.

Strong corporate and brand names can enhance businesses during good times and protect them during a crisis or when a problem occurs.

Describe event marketing.

Which statement is true about green marketing?

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters