Exam 13: Public Relations and Sponsorship Programs

The key to cause-related marketing is finding a cause that resonates with consumers, whether or not that cause matches a particular company's business.

A Coca-Cola booth at spring break on South Padre Island is an example of ________ marketing.

An enhancement is a reactive damage-control strategy that focuses on the positive aspect of an event that occurs.

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

Of the internal stakeholders, the group that is the most critical to the success of a firm is the:

Sponsoring a golfer in the Buick Open golf tournament is an example of event marketing.

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

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

What are the two forms of preventive damage control measures?

Green marketing is:

Due to cultural differences, public relations programs have become less important in international marketing efforts.

In tracking results from event marketing, an Advertising Research Foundation study found which type of events tended to yield the best results in terms of intentions to purchase and actual purchases of the sponsor's brand?

When a company advertises, develops consumer promotions, such as a contest, and develops other marketing communications as a tie-in with an event marketing program, it is called a(n) ________ promotion.

The public relations department is the area in a company that:

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

Assessment of a sponsorship is not usually performed because of the challenge of finding meaningful measures.

Companies that serve high-end clients have moved away from sponsoring sporting events to sponsoring more:

The majority of consumers have indicated they will switch brands to support a particular cause they care about.

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the group that includes heavy users of green marketing products, but is not politically active is called:

Biodegradable laundry detergent is an example of: