Question 1

Tracking the results of an event marketing campaign and sponsorship is important in order to evaluate the investment.

Accepted Answer

A) True 
 B)False

Question 2

Sponsorships and event marketing have increased in popularity during past decades due to their ability to enhance brand equity and brand awareness.

Accepted Answer

A) True 
 B)False

Question 3

In terms of expenditures on sponsorships and events the second largest category of expenditures is for the arts.

Accepted Answer

A) True 
 B)False

Question 4

While consumers favor green marketing and environmentally safe products, most consumers are not willing to:

Accepted Answer

A)  purchase these products because of higher prices. 
B)  support companies that are not pro-environment. 
C)  sacrifice price, quality, convenience, availability, or performance. 
D)  take time to decide which causes to support. 
A)  purchase these products because of higher prices. 
B)  support companies that are not pro-environment. 
C)  sacrifice price, quality, convenience, availability, or performance. 
D)  take time to decide which causes to support.

Question 5

Corporate social responsibility is:

Accepted Answer

A)  less of a concern due to better quality governmental oversight of business. 
B)  a form of marketing based on sponsorships and events. 
C)  the obligation consumers have to shop from companies engaged in green marketing. 
D)  the obligation an organization has to be ethical, accountable, and reactive to the needs of society. 
A)  less of a concern due to better quality governmental oversight of business. 
B)  a form of marketing based on sponsorships and events. 
C)  the obligation consumers have to shop from companies engaged in green marketing. 
D)  the obligation an organization has to be ethical, accountable, and reactive to the needs of society.

Question 6

When Tang noted in company commercials that the product was the official drink of NASA during the first moon landing, the proactive prevention strategy approach being used was:

Accepted Answer

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

Question 7

The danger with greenwashing is that it can:

Accepted Answer

A)  affect a company's ability to produce additional new products. 
B)  result in losing the grousers and sprouts segments of the market. 
C)  damage a company's reputation by bloggers pointing out a company is not truly green. 
D)  require investing in cause-related marketing to correct the situation. 
A)  affect a company's ability to produce additional new products. 
B)  result in losing the grousers and sprouts segments of the market. 
C)  damage a company's reputation by bloggers pointing out a company is not truly green. 
D)  require investing in cause-related marketing to correct the situation.

Question 8

Labor unions and shareholders are external stakeholders.

Accepted Answer

A) True 
 B)False

Question 9

Damage control is only used when consumers make unjustified complaints against a company.

Accepted Answer

A) True 
 B)False

Question 10

It is easier for the public relations department to access internal stakeholders than external stakeholders.

Accepted Answer

A) True 
 B)False

Question 11

Cross-promotions are used with event marketing to boost the impact of the event.

Accepted Answer

A) True 
 B)False

Question 12

Impression management is the process of making an apology for a mistake.

Accepted Answer

A) True 
 B)False

Question 13

Assessment of a firm's reputation begins with company leaders taking the time to conduct surveys and interviews of what people think of the company.

Accepted Answer

A) True 
 B)False

Question 14

Advertising that focuses on the values, behaviors, and beliefs of a company is:

Accepted Answer

A)  image enhancing marketing. 
B)  cause-related marketing. 
C)  purpose or pro-social marketing. 
D)  corporate social responsibility. 
A)  image enhancing marketing. 
B)  cause-related marketing. 
C)  purpose or pro-social marketing. 
D)  corporate social responsibility.

Question 15

In terms of measuring public relations, a news story about steering problems on Toyota vehicles is an example of a(n):

Accepted Answer

A)  public relations hit. 
B)  event. 
C)  negative tie-in. 
D)  negative cross-promotion. 
A)  public relations hit. 
B)  event. 
C)  negative tie-in. 
D)  negative cross-promotion.

Question 16

Most company leaders do a thorough job of understanding the corporation's reputation.

Accepted Answer

A) True 
 B)False

Question 17

A local restaurant that pays for the arena to host a rodeo for children with disabilities is involved in:

Accepted Answer

A)  sponsorship marketing. 
B)  event marketing. 
C)  mobile marketing. 
D)  cause-related marketing. 
A)  sponsorship marketing. 
B)  event marketing. 
C)  mobile marketing. 
D)  cause-related marketing.

Question 18

Event marketing is closely related to lifestyle marketing.

Accepted Answer

A) True 
 B)False

Question 19

Paying for an advertisement promoting a concert tour by a band and creating tie-ins with company products at the concerts is an example of ________ marketing.

Accepted Answer

A)  sponsorship 
B)  event 
C)  cause-related 
D)  musical 
A)  sponsorship 
B)  event 
C)  cause-related 
D)  musical

Question 20

Marketers use cause-related marketing for all of the following reasons except:

Accepted Answer

A)  help develop stronger brands. 
B)  help move consumers toward brand loyalty. 
C)  encourage consumers to switch brands. 
D)  increase the level of brand parity. 
A)  help develop stronger brands. 
B)  help move consumers toward brand loyalty. 
C)  encourage consumers to switch brands. 
D)  increase the level of brand parity.

Tracking the results of an event marketing campaign and sponsorship is important in order to evaluate the investment.

Sponsorships and event marketing have increased in popularity during past decades due to their ability to enhance brand equity and brand awareness.

In terms of expenditures on sponsorships and events the second largest category of expenditures is for the arts.

While consumers favor green marketing and environmentally safe products, most consumers are not willing to:

Corporate social responsibility is:

When Tang noted in company commercials that the product was the official drink of NASA during the first moon landing, the proactive prevention strategy approach being used was:

The danger with greenwashing is that it can:

Labor unions and shareholders are external stakeholders.

Damage control is only used when consumers make unjustified complaints against a company.

It is easier for the public relations department to access internal stakeholders than external stakeholders.

Cross-promotions are used with event marketing to boost the impact of the event.

Impression management is the process of making an apology for a mistake.

Assessment of a firm's reputation begins with company leaders taking the time to conduct surveys and interviews of what people think of the company.

Advertising that focuses on the values, behaviors, and beliefs of a company is:

In terms of measuring public relations, a news story about steering problems on Toyota vehicles is an example of a(n):

Most company leaders do a thorough job of understanding the corporation's reputation.

A local restaurant that pays for the arena to host a rodeo for children with disabilities is involved in:

Event marketing is closely related to lifestyle marketing.

Paying for an advertisement promoting a concert tour by a band and creating tie-ins with company products at the concerts is an example of ________ marketing.

Marketers use cause-related marketing for all of the following reasons 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

Tracking the results of an event marketing campaign and sponsorship is important in order to evaluate the investment.

Sponsorships and event marketing have increased in popularity during past decades due to their ability to enhance brand equity and brand awareness.

In terms of expenditures on sponsorships and events the second largest category of expenditures is for the arts.

While consumers favor green marketing and environmentally safe products, most consumers are not willing to:

Corporate social responsibility is:

When Tang noted in company commercials that the product was the official drink of NASA during the first moon landing, the proactive prevention strategy approach being used was:

The danger with greenwashing is that it can:

Labor unions and shareholders are external stakeholders.

Damage control is only used when consumers make unjustified complaints against a company.

It is easier for the public relations department to access internal stakeholders than external stakeholders.

Cross-promotions are used with event marketing to boost the impact of the event.

Impression management is the process of making an apology for a mistake.

Assessment of a firm's reputation begins with company leaders taking the time to conduct surveys and interviews of what people think of the company.

Advertising that focuses on the values, behaviors, and beliefs of a company is:

In terms of measuring public relations, a news story about steering problems on Toyota vehicles is an example of a(n):

Most company leaders do a thorough job of understanding the corporation's reputation.

A local restaurant that pays for the arena to host a rodeo for children with disabilities is involved in:

Event marketing is closely related to lifestyle marketing.

Paying for an advertisement promoting a concert tour by a band and creating tie-ins with company products at the concerts is an example of ________ marketing.

Marketers use cause-related marketing for all of the following reasons 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