Exam 13: Public Relations and Sponsorship Programs

PepsiCo reacted to negative claims about hypodermic needles being found in its products with photographs and videos of the production processing showing such an event could not occur in the company's factories is an example of which approach?

In terms of using an impression management technique to respond to negative publicity, a company that makes the negative incident appear minor or trivial is using the remedial approach of:

The public relations department issues the following statement: "Unusual and unforeseen weather caused this accident. It was beyond our control." The statement is a form of:

Cause-related marketing is:

Which format has experienced increased usage in sponsorship programs?

When planning a sponsorship or event marketing program, after the marketing team matches the event with the company's customers, vendors, or employees, the next step would be to:

The public relations department in a business is the area that manages publicity and communications with stakehoulders that are in contact with the company.

Cause-related marketing can reduce the problem of brand equity by helping consumers feel more loyal to a brand.

The attempt to increase the desirable outcome of an event in the eyes of the public is:

A new trend in corporate social responsibility, purpose marketing, focuses ads on values, behaviors, and beliefs of the company's high-ranking officers.

All of the following are stakeholders of a company except:

When creating a sponsorship program, marketers should match the audience profile with the company's target market.

When tires on new Ford vehicles were blowing out prematurely, Ford CEO Jacques Nasser blamed Bridgestone/Firestone for the problem. He stated it was not Ford's fault. Nasser used which method?

Corporate social responsibility is the obligation an organization has to be ethical, accountable, and reactive to the needs of society.

Public relations functions include the following, except:

Proactive prevention strategies for image damage include:

Impression management includes justifications, which are expressions of innocence.

Financial analysis has found that socially responsible firms are less likely to thrive and survive in the long term.

Cause-related marketing integrates a marketing program with some type of charity in order to generate goodwill.

Sponsorships are typically used to accomplish each of the following objectives except: