Question 1

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

Accepted Answer

∙Channel members
∙Customers
∙The media
∙The local community
∙The financial community
∙Government
∙Special-interest groups

Question 2

A company has little influence on what external stakeholders should think or say about the company.

Accepted Answer

A) True 
 B)False  True

Question 3

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  True

Question 4

Describe the public relations department and the nature of a hit.

Accepted Answer

The public relations (PR)depar

Question 5

Labor unions and shareholders are external stakeholders.

Accepted Answer

A) True 
 B)False

Question 6

A department of communications can be designed to handle all of the marketing as well as public relations activities for a firm.

Accepted Answer

A) True 
 B)False

Question 7

When the public relations department issues a statement saying, "Our competitors deliberately made misstatements about the way to use our product, and people were injured as a result" it is an example of:

Accepted Answer

A) expression of innocence. 
B) excuse. 
C) rationalization. 
D) justification. 
A) expression of innocence. 
B) excuse. 
C) rationalization. 
D) justification.

Question 8

Discuss the various damage control strategies that can be used by a firm.

Accepted Answer

Reactive strategies are designed to coun

Question 9

What is greenwashing and what are the potential negative effects of it?

Accepted Answer

Companies that claim to make g

Question 10

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 11

Impression management includes justifications, which use logic designed to reduce the degree of negativity associated with the predicament.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A) showcase specific goods and services. 
B) sell excess inventory. 
C) enter international markets. 
D) help a firm develop closer relationships with current and perspective customers. 
A) showcase specific goods and services. 
B) sell excess inventory. 
C) enter international markets. 
D) help a firm develop closer relationships with current and perspective customers.

Question 13

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the two groups that are heavy users of green products are:

Accepted Answer

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

Question 14

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 15

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the group most willing to buy green marketing products and is politically active is:

Accepted Answer

A) True Blue Greens. 
B) Greenback Greens. 
C) Sprouts. 
D) Basic Buyers. 
A) True Blue Greens. 
B) Greenback Greens. 
C) Sprouts. 
D) Basic Buyers.

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

When tires on new Ford vehicles were blowing out prematurely, Ford CEO Jacques Nasser blamed Bridgestone/Firestone for the problem. Bridgestone, in turn, blamed drivers for the problem stating the tires were not inflated sufficiently. Bridgestone/Firestone used which method?

Accepted Answer

A) Expression of innocence 
B) Excuses 
C) Apology 
D) Justifications 
A) Expression of innocence 
B) Excuses 
C) Apology 
D) Justifications

Question 18

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

Accepted Answer

A) manages publicity and other communications with all groups that have contact with a firm. 
B) manages advertising and promotions. 
C) monitors quality control and operations. 
D) handles in-bound telemarketing calls. 
A) manages publicity and other communications with all groups that have contact with a firm. 
B) manages advertising and promotions. 
C) monitors quality control and operations. 
D) handles in-bound telemarketing calls.

Question 19

Define corporate social responsibility.

Accepted Answer

Corporate social responsibilit

Question 20

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

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

A company has little influence on what external stakeholders should think or say about the company.

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

Describe the public relations department and the nature of a hit.

Labor unions and shareholders are external stakeholders.

A department of communications can be designed to handle all of the marketing as well as public relations activities for a firm.

When the public relations department issues a statement saying, "Our competitors deliberately made misstatements about the way to use our product, and people were injured as a result" it is an example of:

Discuss the various damage control strategies that can be used by a firm.

What is greenwashing and what are the potential negative effects of it?

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

Impression management includes justifications, which use logic designed to reduce the degree of negativity associated with the predicament.

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

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the two groups that are heavy users of green products are:

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

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the group most willing to buy green marketing products and is politically active is:

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

When tires on new Ford vehicles were blowing out prematurely, Ford CEO Jacques Nasser blamed Bridgestone/Firestone for the problem. Bridgestone, in turn, blamed drivers for the problem stating the tires were not inflated sufficiently. Bridgestone/Firestone used which method?

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

Define corporate social responsibility.

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

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

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

A company has little influence on what external stakeholders should think or say about the company.

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

Describe the public relations department and the nature of a hit.

Labor unions and shareholders are external stakeholders.

A department of communications can be designed to handle all of the marketing as well as public relations activities for a firm.

When the public relations department issues a statement saying, "Our competitors deliberately made misstatements about the way to use our product, and people were injured as a result" it is an example of:

Discuss the various damage control strategies that can be used by a firm.

What is greenwashing and what are the potential negative effects of it?

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

Impression management includes justifications, which use logic designed to reduce the degree of negativity associated with the predicament.

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

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the two groups that are heavy users of green products are:

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

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the group most willing to buy green marketing products and is politically active is:

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

When tires on new Ford vehicles were blowing out prematurely, Ford CEO Jacques Nasser blamed Bridgestone/Firestone for the problem. Bridgestone, in turn, blamed drivers for the problem stating the tires were not inflated sufficiently. Bridgestone/Firestone used which method?

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

Define corporate social responsibility.

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

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