Question 1

The consumer segment called True Blue Greens are the most likely to buy environmentally safe products.

Accepted Answer

A) True 
 B)False

Question 2

When Tang noted in company commercials that the product was the official drink of NASA during the first moon landing, the proactive prevention strategy approach being used was:

Accepted Answer

A)  impression management 
B)  crisis management 
C)  enhancement 
D)  entitling 
A)  impression management 
B)  crisis management 
C)  enhancement 
D)  entitling

Question 3

Most consumers will buy green products even if the quality is slightly lower.

Accepted Answer

A) True 
 B)False

Question 4

The human resource department plays a vital role in preparing effective internal public relations messages.

Accepted Answer

A) True 
 B)False

Question 5

Entitlings and enhancements are reactive damage control public relations activities.

Accepted Answer

A) True 
 B)False

Question 6

A code of ethics for a profession or company is one element of a social responsibility program.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Blogs and social media have been used to promote products in which programs?

Accepted Answer

A)  entitlings 
B)  enhancements 
C)  sponsorships and events 
D)  product placements and branded entertainment 
A)  entitlings 
B)  enhancements 
C)  sponsorships and events 
D)  product placements and branded entertainment

Question 9

In terms of public relations, a mention of the company's name in a news story is called a:

Accepted Answer

A)  press release 
B)  publication 
C)  hit 
D)  mention 
A)  press release 
B)  publication 
C)  hit 
D)  mention

Question 10

The public relations department is the unit in the firm that manages publicity and communications with other groups that are in contact with the company.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

Cause-related marketing is:

Accepted Answer

A)  a type of Internet intervention 
B)  a program that ties marketing to a charity 
C)  the same thing as green marketing 
D)  causing buyers to want to buy a product due to an effective cross-promotion 
A)  a type of Internet intervention 
B)  a program that ties marketing to a charity 
C)  the same thing as green marketing 
D)  causing buyers to want to buy a product due to an effective cross-promotion

Question 13

It is easier for the public relations department to access internal stakeholders as opposed to external stakeholders.

Accepted Answer

A) True 
 B)False

Question 14

Practically every company actively promotes its environmentally safe products.

Accepted Answer

A) True 
 B)False

Question 15

Proactive prevention strategies include entitlings and enhancements.

Accepted Answer

A) True 
 B)False

Question 16

The attempt to increase the desirable outcome of an event in the eyes of the public is:

Accepted Answer

A)  affirmative social responsibility 
B)  acclaiming 
C)  an entitling 
D)  an enhancement 
A)  affirmative social responsibility 
B)  acclaiming 
C)  an entitling 
D)  an enhancement

Question 17

A company that stops using Styrofoam containers because they hurt the environment and starts using recycled paper provides an example of:

Accepted Answer

A)  event marketing 
B)  green marketing 
C)  altruistic effort 
D)  cause-related marketing 
A)  event marketing 
B)  green marketing 
C)  altruistic effort 
D)  cause-related marketing

Question 18

Which statement below reflects current consumer attitudes towards businesses?

Accepted Answer

A)  Most consumers believe that as a general rule, businesses follow good practices. It is the few that have been caught that generate the most bad publicity. 
B)  Most consumers believe corporate scandals, accounting fraud, and CEO greed are on the decline. 
C)  Consumers are leery of big businesses, suspicious of business motives, and are unsure if any company can be trusted. 
D)  Consumers believe big businesses cannot be trusted, but small businesses are normally honest and reputable. 
A)  Most consumers believe that as a general rule, businesses follow good practices. It is the few that have been caught that generate the most bad publicity. 
B)  Most consumers believe corporate scandals, accounting fraud, and CEO greed are on the decline. 
C)  Consumers are leery of big businesses, suspicious of business motives, and are unsure if any company can be trusted. 
D)  Consumers believe big businesses cannot be trusted, but small businesses are normally honest and reputable.

Question 19

Giving out samples of Pizza Hut products in conjunction with the debut of a motion picture that was funded by Pizza Hut is an example of:

Accepted Answer

A)  sponsorship marketing 
B)  event marketing 
C)  specialty marketing 
D)  a cross-promotion 
A)  sponsorship marketing 
B)  event marketing 
C)  specialty marketing 
D)  a cross-promotion

Question 20

In planning a sponsorship or event marketing program, after a firm decides on the objective, the next step would be:

Accepted Answer

A)  plan a method of tracking the results 
B)  advertise the event 
C)  promote the event to the firm's customers and employees 
D)  match the event with the firm's customers, vendors, and employees 
A)  plan a method of tracking the results 
B)  advertise the event 
C)  promote the event to the firm's customers and employees 
D)  match the event with the firm's customers, vendors, and employees

The consumer segment called True Blue Greens are the most likely to buy environmentally safe products.

When Tang noted in company commercials that the product was the official drink of NASA during the first moon landing, the proactive prevention strategy approach being used was:

Most consumers will buy green products even if the quality is slightly lower.

The human resource department plays a vital role in preparing effective internal public relations messages.

Entitlings and enhancements are reactive damage control public relations activities.

A code of ethics for a profession or company is one element of a social responsibility program.

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

Blogs and social media have been used to promote products in which programs?

In terms of public relations, a mention of the company's name in a news story is called a:

The public relations department is the unit in the firm that manages publicity and communications with other groups that are in contact with the company.

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

Cause-related marketing is:

It is easier for the public relations department to access internal stakeholders as opposed to external stakeholders.

Practically every company actively promotes its environmentally safe products.

Proactive prevention strategies include entitlings and enhancements.

The attempt to increase the desirable outcome of an event in the eyes of the public is:

A company that stops using Styrofoam containers because they hurt the environment and starts using recycled paper provides an example of:

Which statement below reflects current consumer attitudes towards businesses?

Giving out samples of Pizza Hut products in conjunction with the debut of a motion picture that was funded by Pizza Hut is an example of:

In planning a sponsorship or event marketing program, after a firm decides on the objective, the next step would be:

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

The consumer segment called True Blue Greens are the most likely to buy environmentally safe products.

When Tang noted in company commercials that the product was the official drink of NASA during the first moon landing, the proactive prevention strategy approach being used was:

Most consumers will buy green products even if the quality is slightly lower.

The human resource department plays a vital role in preparing effective internal public relations messages.

Entitlings and enhancements are reactive damage control public relations activities.

A code of ethics for a profession or company is one element of a social responsibility program.

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

Blogs and social media have been used to promote products in which programs?

In terms of public relations, a mention of the company's name in a news story is called a:

The public relations department is the unit in the firm that manages publicity and communications with other groups that are in contact with the company.

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

Cause-related marketing is:

It is easier for the public relations department to access internal stakeholders as opposed to external stakeholders.

Practically every company actively promotes its environmentally safe products.

Proactive prevention strategies include entitlings and enhancements.

The attempt to increase the desirable outcome of an event in the eyes of the public is:

A company that stops using Styrofoam containers because they hurt the environment and starts using recycled paper provides an example of:

Which statement below reflects current consumer attitudes towards businesses?

Giving out samples of Pizza Hut products in conjunction with the debut of a motion picture that was funded by Pizza Hut is an example of:

In planning a sponsorship or event marketing program, after a firm decides on the objective, the next step would be:

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