Question 1

To spread negative information about a company or brand using the internet, an individual can utilize email, chat rooms, rogue websites, and blogs.

Accepted Answer

A) True 
 B)False  True

Question 2

An apology strategy is a proactive impression management technique that is often used by companies when negative events occur.

Accepted Answer

A) True 
 B)False  False

Question 3

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  True

Question 4

Impression management includes justifications, which use logic designed to reduce the degree of negativity associated with the predicament.

Accepted Answer

A) True 
 B)False

Question 5

The conscious or unconscious attempt to control images in social situations is:

Accepted Answer

A)  crisis management. 
B)  enhancement. 
C)  social responsibility. 
D)  impression management. 
A)  crisis management. 
B)  enhancement. 
C)  social responsibility. 
D)  impression management.

Question 6

Unless a sponsorship is surrounded by supporting marketing efforts, the money invested may not accomplish its objectives.

Accepted Answer

A) True 
 B)False

Question 7

When a firm supports a specific event, such as a local youth baseball tournament, it is ________ marketing.

Accepted Answer

A)  sponsorship 
B)  event 
C)  cause-related 
D)  tie-in 
A)  sponsorship 
B)  event 
C)  cause-related 
D)  tie-in

Question 8

When a company pays money to sponsor an individual or a group or team that participates in an activity, it is called:

Accepted Answer

A)  public relations. 
B)  advertising expenditures. 
C)  social media marketing. 
D)  sponsorship marketing. 
A)  public relations. 
B)  advertising expenditures. 
C)  social media marketing. 
D)  sponsorship marketing.

Question 9

Which statement is true about green marketing?

Accepted Answer

A)  It almost always is effective. 
B)  It will work even when product quality is lower. 
C)  It reaches every purchasing group equally. 
D)  It is not always advertised or promoted by companies involved. 
A)  It almost always is effective. 
B)  It will work even when product quality is lower. 
C)  It reaches every purchasing group equally. 
D)  It is not always advertised or promoted by companies involved.

Question 10

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.

Accepted Answer

A) True 
 B)False

Question 11

Describe sponsorship marketing.

Accepted Answer

Sponsorship marketing occurs w

Question 12

The difference between event marketing and sponsorship marketing is the duration of the program being featured.

Accepted Answer

A) True 
 B)False

Question 13

In public relations, a hit is the negative mention of a company's name in a news story.

Accepted Answer

A) True 
 B)False

Question 14

Reactive damage control strategies include internet interventions, crisis management, apology strategies, and impression management techniques.

Accepted Answer

A) True 
 B)False

Question 15

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 16

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

Accepted Answer

A)  an expression of innocence. 
B)  an excuse. 
C)  moral ambiguity. 
D)  a justification. 
A)  an expression of innocence. 
B)  an excuse. 
C)  moral ambiguity. 
D)  a justification.

Question 17

An expression of innocence is a form of apology strategies.

Accepted Answer

A) True 
 B)False

Question 18

The functions of public relations include all of the following except:

Accepted Answer

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

Question 19

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

Accepted Answer

• Employee

Question 20

In a marketing communications and impact on brand image there is "no such thing as bad publicity."

Accepted Answer

A) True 
 B)False

To spread negative information about a company or brand using the internet, an individual can utilize email, chat rooms, rogue websites, and blogs.

An apology strategy is a proactive impression management technique that is often used by companies when negative events occur.

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.

Impression management includes justifications, which use logic designed to reduce the degree of negativity associated with the predicament.

The conscious or unconscious attempt to control images in social situations is:

Unless a sponsorship is surrounded by supporting marketing efforts, the money invested may not accomplish its objectives.

When a firm supports a specific event, such as a local youth baseball tournament, it is ________ marketing.

When a company pays money to sponsor an individual or a group or team that participates in an activity, it is called:

Which statement is true about green marketing?

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.

Describe sponsorship marketing.

The difference between event marketing and sponsorship marketing is the duration of the program being featured.

In public relations, a hit is the negative mention of a company's name in a news story.

Reactive damage control strategies include internet interventions, crisis management, apology strategies, and impression management techniques.

An apology strategy is:

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

An expression of innocence is a form of apology strategies.

The functions of public relations include all of the following except:

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

In a marketing communications and impact on brand image there is "no such thing as bad publicity."

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

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

To spread negative information about a company or brand using the internet, an individual can utilize email, chat rooms, rogue websites, and blogs.

An apology strategy is a proactive impression management technique that is often used by companies when negative events occur.

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.

Impression management includes justifications, which use logic designed to reduce the degree of negativity associated with the predicament.

The conscious or unconscious attempt to control images in social situations is:

Unless a sponsorship is surrounded by supporting marketing efforts, the money invested may not accomplish its objectives.

When a firm supports a specific event, such as a local youth baseball tournament, it is ________ marketing.

When a company pays money to sponsor an individual or a group or team that participates in an activity, it is called:

Which statement is true about green marketing?

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.

Describe sponsorship marketing.

The difference between event marketing and sponsorship marketing is the duration of the program being featured.

In public relations, a hit is the negative mention of a company's name in a news story.

Reactive damage control strategies include internet interventions, crisis management, apology strategies, and impression management techniques.

An apology strategy is:

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

An expression of innocence is a form of apology strategies.

The functions of public relations include all of the following except:

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

In a marketing communications and impact on brand image there is "no such thing as bad publicity."

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters