Question 1

Most company leaders do a thorough job of understanding the corporation's reputation.

Accepted Answer

A) True 
 B)False

Question 2

Damage control and greenwashing are essentially the same public relations practices.

Accepted Answer

A) True 
 B)False

Question 3

When Interstate Batteries receives a positive news story about its involvement with NASCAR, it is an example of a(n):

Accepted Answer

A)  involvement 
B)  stakeholder statement 
C)  advertising equivalent 
D)  public relations hit 
A)  involvement 
B)  stakeholder statement 
C)  advertising equivalent 
D)  public relations hit

Question 4

The key to managing external stakeholders is for the public relations department to constantly send out positive information about the company to all of the external stakeholder groups.

Accepted Answer

A) True 
 B)False

Question 5

In dealing with a negative situation, if company leaders try to convince the public the firm is not responsible and the predicament could not have been foreseen, the company is using excuses as a form of impression management.

Accepted Answer

A) True 
 B)False

Question 6

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the group that is most willing to buy green marketing products and is politically active is called:

Accepted Answer

A)  true-blue greens 
B)  greenback greens 
C)  sprouts 
D)  basic buyers 
A)  true-blue greens 
B)  greenback greens 
C)  sprouts 
D)  basic buyers

Question 7

Assessment of a firm's reputation begins with company leaders taking the time to conduct surveys and interviews of what people think of the company.

Accepted Answer

A) True 
 B)False

Question 8

An apology strategy is:

Accepted Answer

A)  an impression management technique 
B)  a form of defense of innocence used to counter bad publicity 
C)  another form of reactive crisis management and damage control 
D)  another form of proactive damage control 
A)  an impression management technique 
B)  a form of defense of innocence used to counter bad publicity 
C)  another form of reactive crisis management and damage control 
D)  another form of proactive damage control

Question 9

In terms of using an impression management technique to respond to negative publicity, a company that makes the negative incident appear minor or trivial is using the remedial approach of:

Accepted Answer

A)  expressions of innocence 
B)  excuses 
C)  justification 
D)  apology 
A)  expressions of innocence 
B)  excuses 
C)  justification 
D)  apology

Question 10

Cause-related marketing is important to nonprofit organizations because of increased competition among nonprofits for corporate support.

Accepted Answer

A) True 
 B)False

Question 11

In deciding on a green marketing or pro-environmental approach, the public relations department should make sure the company's customers will not be alienated by such an approach.

Accepted Answer

A) True 
 B)False

Question 12

To spread negative information about a company or brand using the Internet, an individual can utilize e-mail, chat rooms, rogue websites, and Internet blogs.

Accepted Answer

A) True 
 B)False

Question 13

Each of the following is an impression management technique, except:

Accepted Answer

A)  expression of innocence 
B)  excuses 
C)  justification 
D)  entitlings 
A)  expression of innocence 
B)  excuses 
C)  justification 
D)  entitlings

Question 14

Cause-related marketing integrates a marketing program with some type of charity in order to generate good will.

Accepted Answer

A) True 
 B)False

Question 15

Public relations functions include the following, except:

Accepted Answer

A)  create public image-building activities 
B)  prevent or reduce image damage 
C)  design direct marketing programs 
D)  audit corporate social responsibility 
A)  create public image-building activities 
B)  prevent or reduce image damage 
C)  design direct marketing programs 
D)  audit corporate social responsibility

Question 16

In using an apology strategy to a crisis situation, the firm must acknowledge its inappropriate behavior and make a commitment not to engage in any further inappropriate behavior.

Accepted Answer

A) True 
 B)False

Question 17

In terms of consumer segments, both the True Blue Greens and the Sprouts are heavy users of green products.

Accepted Answer

A) True 
 B)False

Question 18

In planning a sponsorship or event marketing program, the final essential ingredient or step is to:

Accepted Answer

A)  identify the competition 
B)  differentiate the sponsorship or event 
C)  qualify prospects 
D)  track results 
A)  identify the competition 
B)  differentiate the sponsorship or event 
C)  qualify prospects 
D)  track results

Question 19

Crisis management involves accepting the blame for an event and offering an apology or vigorously defending the company when negative charges have been made.

Accepted Answer

A) True 
 B)False

Question 20

Sponsorships are typically used to accomplish each of the following objectives, except:

Accepted Answer

A)  enhance a company's image 
B)  increase a firm's visibility 
C)  increase total product offerings 
D)  differentiate a company from its competitors 
A)  enhance a company's image 
B)  increase a firm's visibility 
C)  increase total product offerings 
D)  differentiate a company from its competitors

Most company leaders do a thorough job of understanding the corporation's reputation.

Damage control and greenwashing are essentially the same public relations practices.

When Interstate Batteries receives a positive news story about its involvement with NASCAR, it is an example of a(n):

The key to managing external stakeholders is for the public relations department to constantly send out positive information about the company to all of the external stakeholder groups.

In dealing with a negative situation, if company leaders try to convince the public the firm is not responsible and the predicament could not have been foreseen, the company is using excuses as a form of impression management.

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the group that is most willing to buy green marketing products and is politically active is called:

Assessment of a firm's reputation begins with company leaders taking the time to conduct surveys and interviews of what people think of the company.

An apology strategy is:

In terms of using an impression management technique to respond to negative publicity, a company that makes the negative incident appear minor or trivial is using the remedial approach of:

Cause-related marketing is important to nonprofit organizations because of increased competition among nonprofits for corporate support.

In deciding on a green marketing or pro-environmental approach, the public relations department should make sure the company's customers will not be alienated by such an approach.

To spread negative information about a company or brand using the Internet, an individual can utilize e-mail, chat rooms, rogue websites, and Internet blogs.

Each of the following is an impression management technique, except:

Cause-related marketing integrates a marketing program with some type of charity in order to generate good will.

Public relations functions include the following, except:

In using an apology strategy to a crisis situation, the firm must acknowledge its inappropriate behavior and make a commitment not to engage in any further inappropriate behavior.

In terms of consumer segments, both the True Blue Greens and the Sprouts are heavy users of green products.

In planning a sponsorship or event marketing program, the final essential ingredient or step is to:

Crisis management involves accepting the blame for an event and offering an apology or vigorously defending the company when negative charges have been made.

Sponsorships are typically used to accomplish each of the following objectives, except:

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

Most company leaders do a thorough job of understanding the corporation's reputation.

Damage control and greenwashing are essentially the same public relations practices.

When Interstate Batteries receives a positive news story about its involvement with NASCAR, it is an example of a(n):

The key to managing external stakeholders is for the public relations department to constantly send out positive information about the company to all of the external stakeholder groups.

In dealing with a negative situation, if company leaders try to convince the public the firm is not responsible and the predicament could not have been foreseen, the company is using excuses as a form of impression management.

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the group that is most willing to buy green marketing products and is politically active is called:

Assessment of a firm's reputation begins with company leaders taking the time to conduct surveys and interviews of what people think of the company.

An apology strategy is:

In terms of using an impression management technique to respond to negative publicity, a company that makes the negative incident appear minor or trivial is using the remedial approach of:

Cause-related marketing is important to nonprofit organizations because of increased competition among nonprofits for corporate support.

In deciding on a green marketing or pro-environmental approach, the public relations department should make sure the company's customers will not be alienated by such an approach.

To spread negative information about a company or brand using the Internet, an individual can utilize e-mail, chat rooms, rogue websites, and Internet blogs.

Each of the following is an impression management technique, except:

Cause-related marketing integrates a marketing program with some type of charity in order to generate good will.

Public relations functions include the following, except:

In using an apology strategy to a crisis situation, the firm must acknowledge its inappropriate behavior and make a commitment not to engage in any further inappropriate behavior.

In terms of consumer segments, both the True Blue Greens and the Sprouts are heavy users of green products.

In planning a sponsorship or event marketing program, the final essential ingredient or step is to:

Crisis management involves accepting the blame for an event and offering an apology or vigorously defending the company when negative charges have been made.

Sponsorships are typically used to accomplish each of the following objectives, except:

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