A) almost always effective B) reacting to negative events caused by a company error, consumer grievances, or exaggerated negative press C) a public relations program designed to reach every purchasing group D) not always advertised or promoted by companies involved A) almost always effective B) reacting to negative events caused by a company error, consumer grievances, or exaggerated negative press C) a public relations program designed to reach every purchasing group D) not always advertised or promoted by companies involved

Exam 13: Public Relations and Sponsorship Programs

While the overall message to each stakeholder group should be the same, each message should be tailored to meet the different expectations of the various audiences.

(True/False)

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Question 81

Conducting a health fair at a local hospital is an example of:

(Multiple Choice)

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Question 82

Cause-related marketing and green marketing are essentially the same activity.

(True/False)

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Question 83

Discuss the various damage control strategies that can be used by a firm.

(Essay)

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Question 84

The majority of consumers said they will switch brands to support a particular cause they care about.

(True/False)

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Question 85

In terms of proactive prevention strategies to prevent negative publicity, enhancements involve the attempt to increase the desirable outcome of an event in the eyes of the public.

(True/False)

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Question 86

An apology strategy is an impression management technique that is often used by companies in reacting to negative events.

(True/False)

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Question 87

Saying, "We didn't cause this negative event to happen, it was some other company" is an example of using the impression management technique of:

(Multiple Choice)

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Question 88

In choosing an event to sponsor, it should not only meet the firm's objective for the event, but it should also match the firm's customers, vendors, or employees depending on which constituency is the focus of the objective.

(True/False)

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Question 89

Saying, "We could not have prevented this negative event from happening" is an example of using the impression management technique of:

(Multiple Choice)

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Question 90

Claiming responsibility for positive outcomes of events is:

(Multiple Choice)

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Question 91

A person or group with a vested interest in a firm's well-being is a(n):

(Multiple Choice)

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Question 92

The company has little influence on what external stakeholders should think or say about it.

(True/False)

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Question 93

Damage control is:

(Multiple Choice)

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Question 94

A local restaurant that pays for jerseys and entry fees for a little league baseball team is involved in:

(Multiple Choice)

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Question 95

Event marketing occurs when a company sponsors a specific event, such as the Special Olympics, at a particular venue.

(True/False)

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Question 96

Special interest groups would be considered:

(Multiple Choice)

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Question 97

The decision criteria used in selecting advertising agencies can be applied to selecting a public relations firm.

(True/False)

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Question 98

Interstate Batteries ' involvement with NASCAR is an example of:

(Multiple Choice)

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Question 99

It is important to have some method of assessment of a sponsorship to ensure objectives are met.

(True/False)

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Question 100

Showing 81 - 100 of 201

While the overall message to each stakeholder group should be the same, each message should be tailored to meet the different expectations of the various audiences.

Conducting a health fair at a local hospital is an example of:

Cause-related marketing and green marketing are essentially the same activity.

Discuss the various damage control strategies that can be used by a firm.

The majority of consumers said they will switch brands to support a particular cause they care about.

In terms of proactive prevention strategies to prevent negative publicity, enhancements involve the attempt to increase the desirable outcome of an event in the eyes of the public.

An apology strategy is an impression management technique that is often used by companies in reacting to negative events.

Saying, "We didn't cause this negative event to happen, it was some other company" is an example of using the impression management technique of:

In choosing an event to sponsor, it should not only meet the firm's objective for the event, but it should also match the firm's customers, vendors, or employees depending on which constituency is the focus of the objective.

Saying, "We could not have prevented this negative event from happening" is an example of using the impression management technique of:

Claiming responsibility for positive outcomes of events is:

A person or group with a vested interest in a firm's well-being is a(n):

The company has little influence on what external stakeholders should think or say about it.

Damage control is:

A local restaurant that pays for jerseys and entry fees for a little league baseball team is involved in:

Event marketing occurs when a company sponsors a specific event, such as the Special Olympics, at a particular venue.

Special interest groups would be considered:

The decision criteria used in selecting advertising agencies can be applied to selecting a public relations firm.

Interstate Batteries ' involvement with NASCAR is an example of:

It is important to have some method of assessment of a sponsorship to ensure objectives are met.

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

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