Exam 13: Public Relations and Sponsorship Programs

When tires on new Ford vehicles were blowing out prematurely, Ford CEO Jacques Nasser blamed Bridgestone/Firestone for the problem. Bridgestone, in turn, blamed drivers for the problem stating the tires were not inflated sufficiently. Bridgestone/Firestone was using which strategy?

A strong company image that takes years to build may be destroyed in just a few weeks or months if something bad happens.

When a dentist provides free services to women living in a shelter, it is:

Reacting to negative events caused by a company error, consumer grievances, or exaggerated negative press is called:

A hit may or may not be a positive news story.

Some individuals would like to create which type of department to oversee both the public relations activities and the marketing programs?

Developing products that are environmentally friendly is:

When Tiger Woods plays in the Buick Open, the golf tournament is an example of event marketing.

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

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

Sponsorships and event-marketing have increased in popularity during the past decade due to their potential to:

When the public relations department issues a statement saying, "Our competitors deliberately made misstatements about the correct way to use our product, and people were injured as a result" it is an example of:

Showing a sports star from a team that just won a championship on the cover of a box of Wheaties is an example of using the proactive damage control prevention strategy of enhancement.

In choosing a sponsorship, it is important for a company to:

While Coca-Cola is involved in pro-environment activities, it does not widely publicize these activities because company leaders believe they will not gain more customers.

Event marketing is closely related to lifestyle marketing.

Labor unions and shareholders are internal stakeholders or publics.

Entitlings and enhancements are forms of:

In tracking results from event marketing, an Advertising Research Foundation study found which type of events tended to yield the best results in terms of intentions to purchase and actual purchases of the sponsor's brand?

Proactive prevention strategies for image damage include: