Question 1

Internet interventions are designed to combat negative news articles.

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

In terms of measuring the impact of public relations, a hit can enhance:

Accepted Answer

A)  the use of a tagline. 
B)  brand or company awareness. 
C)  company or brand image. 
D)  stock dividends. 
A)  the use of a tagline. 
B)  brand or company awareness. 
C)  company or brand image. 
D)  stock dividends.

Question 4

Cause-related marketing is based on the idea that:

Accepted Answer

A)  it enhances brand parity. 
B)  it has a direct impact on sales and profits. 
C)  consumers are more likely to make purchases from companies that support a good cause. 
D)  social responsibility is a critical part of every company's operation. 
A)  it enhances brand parity. 
B)  it has a direct impact on sales and profits. 
C)  consumers are more likely to make purchases from companies that support a good cause. 
D)  social responsibility is a critical part of every company's operation.

Question 5

Damage control involves reacting to negative events caused by a company error, grievances filed by consumers, or exaggerated negative news stories.

Accepted Answer

A) True 
 B)False

Question 6

Sponsoring cultural events, such as classical music groups, jazz bands, visual art exhibits, and noted painters, best fits manufacturers and mass merchandising types of retail stores.

Accepted Answer

A) True 
 B)False

Question 7

Which statement below reflects current consumer attitudes towards businesses?

Accepted Answer

A)  Most consumers believe that as a general rule, businesses follow good practices. It is the few that have been caught that generate the worst publicity. 
B)  Most consumers believe corporate scandals, accounting fraud, and CEO greed are on the decline. 
C)  Consumers are leery of big businesses, suspicious of business motives, and are unsure if any company can be trusted. 
D)  Consumers believe big businesses cannot be trusted, but small businesses are normally honest and reputable. 
A)  Most consumers believe that as a general rule, businesses follow good practices. It is the few that have been caught that generate the worst publicity. 
B)  Most consumers believe corporate scandals, accounting fraud, and CEO greed are on the decline. 
C)  Consumers are leery of big businesses, suspicious of business motives, and are unsure if any company can be trusted. 
D)  Consumers believe big businesses cannot be trusted, but small businesses are normally honest and reputable.

Question 8

Paying for entry fees into a league and uniforms for a Little League soccer team is an example of:

Accepted Answer

A)  sponsorship marketing. 
B)  event marketing. 
C)  cause-related marketing. 
D)  an ineffective contact point. 
A)  sponsorship marketing. 
B)  event marketing. 
C)  cause-related marketing. 
D)  an ineffective contact point.

Question 9

In choosing a cause-related program, the marketing team should focus on causes that relate to the company's business.

Accepted Answer

A) True 
 B)False

Question 10

A company that stops using styrofoam containers due to harm of the environment and starts using recycled paper provides an example of:

Accepted Answer

A)  event marketing. 
B)  green marketing. 
C)  altruistic effort. 
D)  cause-related marketing. 
A)  event marketing. 
B)  green marketing. 
C)  altruistic effort. 
D)  cause-related marketing.

Question 11

When dealing with a negative situation, if company leaders provide information designed to convince others that the company was not responsible for the negative situation, the company is using an excuse as a form of impression management.

Accepted Answer

A) True 
 B)False

Question 12

Entitlings and enhancements are forms of:

Accepted Answer

A)  reactive damage control strategies. 
B)  acclaiming. 
C)  proactive prevention strategies for image damage. 
D)  crisis management. 
A)  reactive damage control strategies. 
B)  acclaiming. 
C)  proactive prevention strategies for image damage. 
D)  crisis management.

Question 13

In choosing a sponsorship, it is important for a marketing team to:

Accepted Answer

A)  choose local groups or individuals to sponsor. 
B)  match the audience profile with the company's target market. 
C)  develop a method of assessment prior to engaging in the sponsorship program. 
D)  choose an individual or group that is well known to maximize the sponsorship impact. 
A)  choose local groups or individuals to sponsor. 
B)  match the audience profile with the company's target market. 
C)  develop a method of assessment prior to engaging in the sponsorship program. 
D)  choose an individual or group that is well known to maximize the sponsorship impact.

Question 14

Proactive damage control strategies include entitlings, enhancements, and crisis management.

Accepted Answer

A) True 
 B)False

Question 15

A person or group with a vested interest in a firm's well-being is a(n):

Accepted Answer

A)  stakeholder. 
B)  arbitrator. 
C)  foreign government. 
D)  media buyer. 
A)  stakeholder. 
B)  arbitrator. 
C)  foreign government. 
D)  media buyer.

Question 16

The human resource department of a company plays a vital role in preparing effective internal public relations messages.

Accepted Answer

A) True 
 B)False

Question 17

Practically every company actively promotes its environmentally safe products in some manner.

Accepted Answer

A) True 
 B)False

Question 18

While the overall message to each stakeholder group should be the same, each message should be tailored to meet the different expectations of various audiences.

Accepted Answer

A) True 
 B)False

Question 19

Accepting blame for an event, offering an apology, or forcefully refuting the charges is:

Accepted Answer

A)  impression management. 
B)  crisis management. 
C)  an entitling. 
D)  an enhancement. 
A)  impression management. 
B)  crisis management. 
C)  an entitling. 
D)  an enhancement.

Question 20

The principles that guide the development of sponsorships domestically apply equally well to any international sponsorship.

Accepted Answer

A) True 
 B)False

Internet interventions are designed to combat negative news articles.

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

In terms of measuring the impact of public relations, a hit can enhance:

Cause-related marketing is based on the idea that:

Damage control involves reacting to negative events caused by a company error, grievances filed by consumers, or exaggerated negative news stories.

Sponsoring cultural events, such as classical music groups, jazz bands, visual art exhibits, and noted painters, best fits manufacturers and mass merchandising types of retail stores.

Which statement below reflects current consumer attitudes towards businesses?

Paying for entry fees into a league and uniforms for a Little League soccer team is an example of:

In choosing a cause-related program, the marketing team should focus on causes that relate to the company's business.

A company that stops using styrofoam containers due to harm of the environment and starts using recycled paper provides an example of:

When dealing with a negative situation, if company leaders provide information designed to convince others that the company was not responsible for the negative situation, the company is using an excuse as a form of impression management.

Entitlings and enhancements are forms of:

In choosing a sponsorship, it is important for a marketing team to:

Proactive damage control strategies include entitlings, enhancements, and crisis management.

A person or group with a vested interest in a firm's well-being is a(n):

The human resource department of a company plays a vital role in preparing effective internal public relations messages.

Practically every company actively promotes its environmentally safe products in some manner.

While the overall message to each stakeholder group should be the same, each message should be tailored to meet the different expectations of various audiences.

Accepting blame for an event, offering an apology, or forcefully refuting the charges is:

The principles that guide the development of sponsorships domestically apply equally well to any international sponsorship.

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

Internet interventions are designed to combat negative news articles.

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

In terms of measuring the impact of public relations, a hit can enhance:

Cause-related marketing is based on the idea that:

Damage control involves reacting to negative events caused by a company error, grievances filed by consumers, or exaggerated negative news stories.

Sponsoring cultural events, such as classical music groups, jazz bands, visual art exhibits, and noted painters, best fits manufacturers and mass merchandising types of retail stores.

Which statement below reflects current consumer attitudes towards businesses?

Paying for entry fees into a league and uniforms for a Little League soccer team is an example of:

In choosing a cause-related program, the marketing team should focus on causes that relate to the company's business.

A company that stops using styrofoam containers due to harm of the environment and starts using recycled paper provides an example of:

When dealing with a negative situation, if company leaders provide information designed to convince others that the company was not responsible for the negative situation, the company is using an excuse as a form of impression management.

Entitlings and enhancements are forms of:

In choosing a sponsorship, it is important for a marketing team to:

Proactive damage control strategies include entitlings, enhancements, and crisis management.

A person or group with a vested interest in a firm's well-being is a(n):

The human resource department of a company plays a vital role in preparing effective internal public relations messages.

Practically every company actively promotes its environmentally safe products in some manner.

While the overall message to each stakeholder group should be the same, each message should be tailored to meet the different expectations of various audiences.

Accepting blame for an event, offering an apology, or forcefully refuting the charges is:

The principles that guide the development of sponsorships domestically apply equally well to any international sponsorship.

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