Question 1

Strong corporate and brand names can enhance a business during good times and protect it during a crisis or when problems arise.

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A)  names of individuals who were responsible for wrong behavior. 
B)  rejection of the inappropriate behavior. 
C)  approval of the appropriate behavior. 
D)  offer of compensation or penance to correct the wrong. 
A)  names of individuals who were responsible for wrong behavior. 
B)  rejection of the inappropriate behavior. 
C)  approval of the appropriate behavior. 
D)  offer of compensation or penance to correct the wrong.

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

If a company uses an apology strategy in a negative crisis situation, it will only work if the public believes the apology is sincere and heartfelt.

Accepted Answer

A) True 
 B)False

Question 6

Event marketing and sponsorship programs should begin with company leaders determining the primary objectives of the program.

Accepted Answer

A) True 
 B)False

Question 7

Describe event marketing.

Accepted Answer

Event marketing is similar to

Question 8

Sponsorships and event marketing are used by companies to created a short-term burst in sales.

Accepted Answer

A) True 
 B)False

Question 9

One objective of a sponsorship can be to increase a firm's visibility.

Accepted Answer

A) True 
 B)False

Question 10

The public relations function has become increasingly valuable in the international arena for all of the following reasons except:

Accepted Answer

A)  lack of sponsorship opportunities in many countries. 
B)  impact of terrorism and war has heightened sensitivities of many nations. 
C)  differences between cultures. 
D)  growing number of international firms. 
A)  lack of sponsorship opportunities in many countries. 
B)  impact of terrorism and war has heightened sensitivities of many nations. 
C)  differences between cultures. 
D)  growing number of international firms.

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

In choosing an event to sponsor, the event should not only meet the firm's objective, but it should also be a good match with the firm's customers, vendors, or employees.

Accepted Answer

A) True 
 B)False

Question 13

Proactive prevention strategies include entitlings and enhancements.

Accepted Answer

A) True 
 B)False

Question 14

Developing products that are environmentally-friendly is:

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 15

Sports represent the majority of all sponsorships.

Accepted Answer

A) True 
 B)False

Question 16

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, all of the following groups are not committed to green marketing or have little commitment except:

Accepted Answer

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

Question 17

Most companies in the United States have someone assigned to monitor corporate reputation.

Accepted Answer

A) True 
 B)False

Question 18

While Coca-Cola is involved in pro-environmental activities, the company does not widely publicize these activities because company leaders believe they will not gain more customers from the publicity.

Accepted Answer

A) True 
 B)False

Question 19

Employees are external stakeholders of an organization.

Accepted Answer

A) True 
 B)False

Question 20

All of the following are possible benefits of cause-related marketing except:

Accepted Answer

A)  additional customers. 
B)  counter competitive actions. 
C)  reduced negative public opinion. 
D)  consumer goodwill for the future. 
A)  additional customers. 
B)  counter competitive actions. 
C)  reduced negative public opinion. 
D)  consumer goodwill for the future.

Strong corporate and brand names can enhance a business during good times and protect it during a crisis or when problems arise.

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

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

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

If a company uses an apology strategy in a negative crisis situation, it will only work if the public believes the apology is sincere and heartfelt.

Event marketing and sponsorship programs should begin with company leaders determining the primary objectives of the program.

Describe event marketing.

Sponsorships and event marketing are used by companies to created a short-term burst in sales.

One objective of a sponsorship can be to increase a firm's visibility.

The public relations function has become increasingly valuable in the international arena for all of the following reasons except:

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

In choosing an event to sponsor, the event should not only meet the firm's objective, but it should also be a good match with the firm's customers, vendors, or employees.

Proactive prevention strategies include entitlings and enhancements.

Developing products that are environmentally-friendly is:

Sports represent the majority of all sponsorships.

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, all of the following groups are not committed to green marketing or have little commitment except:

Most companies in the United States have someone assigned to monitor corporate reputation.

While Coca-Cola is involved in pro-environmental activities, the company does not widely publicize these activities because company leaders believe they will not gain more customers from the publicity.

Employees are external stakeholders of an organization.

All of the following are possible benefits of cause-related marketing except:

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

Strong corporate and brand names can enhance a business during good times and protect it during a crisis or when problems arise.

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

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

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

If a company uses an apology strategy in a negative crisis situation, it will only work if the public believes the apology is sincere and heartfelt.

Event marketing and sponsorship programs should begin with company leaders determining the primary objectives of the program.

Describe event marketing.

Sponsorships and event marketing are used by companies to created a short-term burst in sales.

One objective of a sponsorship can be to increase a firm's visibility.

The public relations function has become increasingly valuable in the international arena for all of the following reasons except:

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

In choosing an event to sponsor, the event should not only meet the firm's objective, but it should also be a good match with the firm's customers, vendors, or employees.

Proactive prevention strategies include entitlings and enhancements.

Developing products that are environmentally-friendly is:

Sports represent the majority of all sponsorships.

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, all of the following groups are not committed to green marketing or have little commitment except:

Most companies in the United States have someone assigned to monitor corporate reputation.

While Coca-Cola is involved in pro-environmental activities, the company does not widely publicize these activities because company leaders believe they will not gain more customers from the publicity.

Employees are external stakeholders of an organization.

All of the following are possible benefits of cause-related marketing except:

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