Question 1

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the two groups that are heavy users of green products are:

Accepted Answer

A)  True-Blue Greens and Sprouts. 
B)  Greenback Greens and Basic Browns. 
C)  Greenback Greens and True-Blue Greens. 
D)  Grousers and Sprouts. 
A)  True-Blue Greens and Sprouts. 
B)  Greenback Greens and Basic Browns. 
C)  Greenback Greens and True-Blue Greens. 
D)  Grousers and Sprouts.

Question 2

Claiming responsibility for positive outcomes of events is:

Accepted Answer

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

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

A public relations hit can be a positive or negative news story.

Accepted Answer

A) True 
 B)False

Question 5

Most consumers will purchase green products even when the quality is slightly lower.

Accepted Answer

A) True 
 B)False

Question 6

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 7

All of the following are external stakeholders except:

Accepted Answer

A)  employees. 
B)  channel members. 
C)  customers. 
D)  the media. 
A)  employees. 
B)  channel members. 
C)  customers. 
D)  the media.

Question 8

Sponsorships and event-marketing have increased in popularity during the past decade due to their potential to:

Accepted Answer

A)  produce pro-active damage control mechanisms. 
B)  boost sales and profits. 
C)  reach consumers on a one-to-one basis. 
D)  accelerate new product development. 
A)  produce pro-active damage control mechanisms. 
B)  boost sales and profits. 
C)  reach consumers on a one-to-one basis. 
D)  accelerate new product development.

Question 9

Cause-related marketing is an internal program working with company employees.

Accepted Answer

A) True 
 B)False

Question 10

Claiming a product is environmentally-friendly when it is not is referred to as greenwashing.

Accepted Answer

A) True 
 B)False

Question 11

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

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 12

Sponsoring bloggers has become a new form of product sponsorship for companies.

Accepted Answer

A) True 
 B)False

Question 13

What are the five key public relations functions?

Accepted Answer

1. Identify stakeholders
2. As

Question 14

In a public relations program, 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 15

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

Accepted Answer

A) True 
 B)False

Question 16

Enhancements are a form of proactive prevention strategy that involves claiming responsibility for positive outcomes of events.

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

Reactive strategies are designed to coun

Question 18

Claiming to be environmentally-friendly when a company is not is:

Accepted Answer

A)  greenwashing. 
B)  green marketing. 
C)  brown washing. 
D)  green entitlement. 
A)  greenwashing. 
B)  green marketing. 
C)  brown washing. 
D)  green entitlement.

Question 19

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 20

Greenwashing is the process of making a company more environmentally friendly by "washing away" negative practices.

Accepted Answer

A) True 
 B)False

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the two groups that are heavy users of green products are:

Claiming responsibility for positive outcomes of events is:

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

A public relations hit can be a positive or negative news story.

Most consumers will purchase green products even when the quality is slightly lower.

Assessment of a corporation's reputation begins:

All of the following are external stakeholders except:

Sponsorships and event-marketing have increased in popularity during the past decade due to their potential to:

Cause-related marketing is an internal program working with company employees.

Claiming a product is environmentally-friendly when it is not is referred to as greenwashing.

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

Sponsoring bloggers has become a new form of product sponsorship for companies.

What are the five key public relations functions?

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

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

Enhancements are a form of proactive prevention strategy that involves claiming responsibility for positive outcomes of events.

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

Claiming to be environmentally-friendly when a company is not is:

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

Greenwashing is the process of making a company more environmentally friendly by "washing away" negative practices.

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

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the two groups that are heavy users of green products are:

Claiming responsibility for positive outcomes of events is:

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

A public relations hit can be a positive or negative news story.

Most consumers will purchase green products even when the quality is slightly lower.

Assessment of a corporation's reputation begins:

All of the following are external stakeholders except:

Sponsorships and event-marketing have increased in popularity during the past decade due to their potential to:

Cause-related marketing is an internal program working with company employees.

Claiming a product is environmentally-friendly when it is not is referred to as greenwashing.

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

Sponsoring bloggers has become a new form of product sponsorship for companies.

What are the five key public relations functions?

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

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

Enhancements are a form of proactive prevention strategy that involves claiming responsibility for positive outcomes of events.

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

Claiming to be environmentally-friendly when a company is not is:

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

Greenwashing is the process of making a company more environmentally friendly by "washing away" negative practices.

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