Question 1

Most consumers will purchase green products even when the quality is slightly lower.

Accepted Answer

A) True 
 B)False

Question 2

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:

Accepted Answer

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

Question 3

The public relations function has become increasingly valuable in the international arena for all of the following reasons except:

Accepted Answer

A) lack of sponsorship opportunities in many countries. 
B) impact of terrorism and war has heightened sensitivities of many nations. 
C) differences between cultures. 
D) growing number of international firms. 
A) lack of sponsorship opportunities in many countries. 
B) impact of terrorism and war has heightened sensitivities of many nations. 
C) differences between cultures. 
D) growing number of international firms.

Question 4

In a marketing communications and impact on brand image there is "no such thing as bad publicity."

Accepted Answer

A) True 
 B)False

Question 5

If negative publicity is combated in a chat room on the internet, the approach being used is an:

Accepted Answer

A) impression management. 
B) entitling. 
C) enhancement. 
D) internet intervention. 
A) impression management. 
B) entitling. 
C) enhancement. 
D) internet intervention.

Question 6

A rodeo held in Dallas sponsored by Lee Jeans is an example of event marketing.

Accepted Answer

A) True 
 B)False

Question 7

Each of the following is an impression management technique except:

Accepted Answer

A) expression of innocence. 
B) excuses. 
C) justification. 
D) entitlings. 
A) expression of innocence. 
B) excuses. 
C) justification. 
D) entitlings.

Question 8

What objectives are associated with sponsorship marketing?

Accepted Answer

They can seek to:
∙enhance a company's i

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

The decision criteria used in selecting a public relations firm is different than criteria in selecting an advertising agency.

Accepted Answer

A) True 
 B)False

Question 11

Claiming a product is low-carb while displaying the waistline of a thin person is an example of an enhancement strategy.

Accepted Answer

A) True 
 B)False

Question 12

An apology strategy to manage a negative publicity situation should include each of the following elements except:

Accepted Answer

A) an expression of guilt. 
B) a statement recognizing the inappropriate behavior. 
C) acceptance of sanctions because of wrong behavior. 
D) a statement about behaviors of the competition. 
A) an expression of guilt. 
B) a statement recognizing the inappropriate behavior. 
C) acceptance of sanctions because of wrong behavior. 
D) a statement about behaviors of the competition.

Question 13

Sponsoring bloggers has become a new form of product sponsorship for companies.

Accepted Answer

A) True 
 B)False

Question 14

An expression of innocence is a form of apology strategies.

Accepted Answer

A) True 
 B)False

Question 15

Damage control is:

Accepted Answer

A) almost always effective. 
B) reacting to negative events caused by a company error, consumer grievances, or exaggerated negative press. 
C) a public relations program designed to reach every purchasing group. 
D) not always advertised or promoted by companies involved. 
A) almost always effective. 
B) reacting to negative events caused by a company error, consumer grievances, or exaggerated negative press. 
C) a public relations program designed to reach every purchasing group. 
D) not always advertised or promoted by companies involved.

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

Showing a sports star from a team that just won a championship on the cover of a box of Wheaties is an example of using the proactive damage control prevention strategy of enhancement.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) cultural events. 
B) entertainment, tours, and attractions. 
C) causes. 
D) festivals, fairs, and annual events. 
A) cultural events. 
B) entertainment, tours, and attractions. 
C) causes. 
D) festivals, fairs, and annual events.

Question 19

What is cause-related marketing and why is it important?

Accepted Answer

Cause-related marketing is a program whe

Question 20

Cause-related marketing is:

Accepted Answer

A) a type of internet intervention. 
B) a program that ties marketing to a charity or non-profit organization. 
C) the same thing as green marketing. 
D) causing buyers to want to buy a product due to an effective cross-promotion. 
A) a type of internet intervention. 
B) a program that ties marketing to a charity or non-profit organization. 
C) the same thing as green marketing. 
D) causing buyers to want to buy a product due to an effective cross-promotion.

Most consumers will purchase green products even when the quality is slightly lower.

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:

The public relations function has become increasingly valuable in the international arena for all of the following reasons except:

In a marketing communications and impact on brand image there is "no such thing as bad publicity."

If negative publicity is combated in a chat room on the internet, the approach being used is an:

A rodeo held in Dallas sponsored by Lee Jeans is an example of event marketing.

Each of the following is an impression management technique except:

What objectives are associated with sponsorship marketing?

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

The decision criteria used in selecting a public relations firm is different than criteria in selecting an advertising agency.

Claiming a product is low-carb while displaying the waistline of a thin person is an example of an enhancement strategy.

An apology strategy to manage a negative publicity situation should include each of the following elements except:

Sponsoring bloggers has become a new form of product sponsorship for companies.

An expression of innocence is a form of apology strategies.

Damage control is:

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

Showing a sports star from a team that just won a championship on the cover of a box of Wheaties is an example of using the proactive damage control prevention strategy of enhancement.

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

What is cause-related marketing and why is it important?

Cause-related marketing is:

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

Most consumers will purchase green products even when the quality is slightly lower.

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:

The public relations function has become increasingly valuable in the international arena for all of the following reasons except:

In a marketing communications and impact on brand image there is "no such thing as bad publicity."

If negative publicity is combated in a chat room on the internet, the approach being used is an:

A rodeo held in Dallas sponsored by Lee Jeans is an example of event marketing.

Each of the following is an impression management technique except:

What objectives are associated with sponsorship marketing?

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

The decision criteria used in selecting a public relations firm is different than criteria in selecting an advertising agency.

Claiming a product is low-carb while displaying the waistline of a thin person is an example of an enhancement strategy.

An apology strategy to manage a negative publicity situation should include each of the following elements except:

Sponsoring bloggers has become a new form of product sponsorship for companies.

An expression of innocence is a form of apology strategies.

Damage control is:

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

Showing a sports star from a team that just won a championship on the cover of a box of Wheaties is an example of using the proactive damage control prevention strategy of enhancement.

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

What is cause-related marketing and why is it important?

Cause-related marketing is:

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