Question 1

In terms of goals for public relations, a hit is:

Accepted Answer

A)  an advertisement that is successful 
B)  a consumer promotion's tie in with publicity 
C)  a mention of the company's name in a news story 
D)  an advertising slogan with high recall 
A)  an advertisement that is successful 
B)  a consumer promotion's tie in with publicity 
C)  a mention of the company's name in a news story 
D)  an advertising slogan with high recall

Question 2

An apology strategy to manage a negative publicity situation should include each of the following elements, except:

Accepted Answer

A)  an expression of guilt 
B)  a statement recognizing the inappropriate behavior 
C)  acceptance of sanctions because of wrong behavior 
D)  a statement about behaviors of the competition 
A)  an expression of guilt 
B)  a statement recognizing the inappropriate behavior 
C)  acceptance of sanctions because of wrong behavior 
D)  a statement about behaviors of the competition

Question 3

Biodegradable laundry detergent is an example of:

Accepted Answer

A)  cause-related marketing 
B)  event marketing 
C)  green marketing 
D)  positive public relations 
A)  cause-related marketing 
B)  event marketing 
C)  green marketing 
D)  positive public relations

Question 4

Impression management includes justifications, which are expressions of innocence.

Accepted Answer

A) True 
 B)False

Question 5

A cross-promotion is a marketing event that ties together companies and activities around a specific theme.

Accepted Answer

A) True 
 B)False

Question 6

Tracking the results of an event marketing campaign and sponsorship is important in order to evaluate the investment.

Accepted Answer

A) True 
 B)False

Question 7

Impression management is the process of making an apology for a mistake.

Accepted Answer

A) True 
 B)False

Question 8

Green marketing is the development and promotion of products that are environmentally safe.

Accepted Answer

A) True 
 B)False

Question 9

Paying for an advertisement promoting a concert tour by a band and creating tie-ins with company products at the concerts is an example of:

Accepted Answer

A)  sponsorship marketing 
B)  event marketing 
C)  cause-related marketing 
D)  musical marketing 
A)  sponsorship marketing 
B)  event marketing 
C)  cause-related marketing 
D)  musical marketing

Question 10

In dealing with a negative situation, if company leaders provide information designed to convince others that the company was not responsible for the negative situation, the company is using excuses as a form of impression management.

Accepted Answer

A) True 
 B)False

Question 11

Employees are external stakeholders and owners are internal stakeholders.

Accepted Answer

A) True 
 B)False

Question 12

Who are the major internal stakeholders for a public relations department to consider?

Accepted Answer

• Employee

Question 13

Sponsoring cultural events, such as classical music groups, jazz bands, visual art exhibits, and noted painters, dance troupes, and theater performances best fits manufacturers and mass merchandising types of retail stores.

Accepted Answer

A) True 
 B)False

Question 14

Assessment of a corporation's reputation begins:

Accepted Answer

A)  when company leaders take the time to conduct surveys and interviews to learn what people think of the organization, both internal and external to the company 
B)  with hiring a public relations firm to conduct a public relations audit of the firm's publicity 
C)  by counting hits a company has received in the public press 
D)  by developing a corporate image-building campaign 
A)  when company leaders take the time to conduct surveys and interviews to learn what people think of the organization, both internal and external to the company 
B)  with hiring a public relations firm to conduct a public relations audit of the firm's publicity 
C)  by counting hits a company has received in the public press 
D)  by developing a corporate image-building campaign

Question 15

The public relations department makes sure internal publics and the general public are both aware of a corporation's social responsibility efforts.

Accepted Answer

A) True 
 B)False

Question 16

The danger with greenwashing is that it:

Accepted Answer

A)  will affect a company's ability to produce additional new products 
B)  can result in losing the grousers and sprouts segments of the market 
C)  can damage a company's reputation by bloggers pointing out a company is not truly green 
D)  may require investing in cause-related marketing to correct the situation 
A)  will affect a company's ability to produce additional new products 
B)  can result in losing the grousers and sprouts segments of the market 
C)  can damage a company's reputation by bloggers pointing out a company is not truly green 
D)  may require investing in cause-related marketing to correct the situation

Question 17

Cause-related marketing can reduce the problem of brand parity by helping consumers feel more loyal to a brand.

Accepted Answer

A) True 
 B)False

Question 18

A rodeo held in Dallas sponsored by Lee Jeans is an example of event marketing.

Accepted Answer

A) True 
 B)False

Question 19

A crisis does not always have to be viewed negatively. It can be an opportunity for a company to improve its position in the market and enhance its image.

Accepted Answer

A) True 
 B)False

Question 20

Internet interventions are designed to combat negative word-of-mouth communications.

Accepted Answer

A) True 
 B)False

In terms of goals for public relations, a hit is:

An apology strategy to manage a negative publicity situation should include each of the following elements, except:

Biodegradable laundry detergent is an example of:

Impression management includes justifications, which are expressions of innocence.

A cross-promotion is a marketing event that ties together companies and activities around a specific theme.

Tracking the results of an event marketing campaign and sponsorship is important in order to evaluate the investment.

Impression management is the process of making an apology for a mistake.

Green marketing is the development and promotion of products that are environmentally safe.

Paying for an advertisement promoting a concert tour by a band and creating tie-ins with company products at the concerts is an example of:

In dealing with a negative situation, if company leaders provide information designed to convince others that the company was not responsible for the negative situation, the company is using excuses as a form of impression management.

Employees are external stakeholders and owners are internal stakeholders.

Who are the major internal stakeholders for a public relations department to consider?

Sponsoring cultural events, such as classical music groups, jazz bands, visual art exhibits, and noted painters, dance troupes, and theater performances best fits manufacturers and mass merchandising types of retail stores.

Assessment of a corporation's reputation begins:

The public relations department makes sure internal publics and the general public are both aware of a corporation's social responsibility efforts.

The danger with greenwashing is that it:

Cause-related marketing can reduce the problem of brand parity by helping consumers feel more loyal to a brand.

A rodeo held in Dallas sponsored by Lee Jeans is an example of event marketing.

A crisis does not always have to be viewed negatively. It can be an opportunity for a company to improve its position in the market and enhance its image.

Internet interventions are designed to combat negative word-of-mouth communications.

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

In terms of goals for public relations, a hit is:

An apology strategy to manage a negative publicity situation should include each of the following elements, except:

Biodegradable laundry detergent is an example of:

Impression management includes justifications, which are expressions of innocence.

A cross-promotion is a marketing event that ties together companies and activities around a specific theme.

Tracking the results of an event marketing campaign and sponsorship is important in order to evaluate the investment.

Impression management is the process of making an apology for a mistake.

Green marketing is the development and promotion of products that are environmentally safe.

Paying for an advertisement promoting a concert tour by a band and creating tie-ins with company products at the concerts is an example of:

In dealing with a negative situation, if company leaders provide information designed to convince others that the company was not responsible for the negative situation, the company is using excuses as a form of impression management.

Employees are external stakeholders and owners are internal stakeholders.

Who are the major internal stakeholders for a public relations department to consider?

Sponsoring cultural events, such as classical music groups, jazz bands, visual art exhibits, and noted painters, dance troupes, and theater performances best fits manufacturers and mass merchandising types of retail stores.

Assessment of a corporation's reputation begins:

The public relations department makes sure internal publics and the general public are both aware of a corporation's social responsibility efforts.

The danger with greenwashing is that it:

Cause-related marketing can reduce the problem of brand parity by helping consumers feel more loyal to a brand.

A rodeo held in Dallas sponsored by Lee Jeans is an example of event marketing.

A crisis does not always have to be viewed negatively. It can be an opportunity for a company to improve its position in the market and enhance its image.

Internet interventions are designed to combat negative word-of-mouth communications.

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