Exam 13: Public Relations and Sponsorship Programs

What are the two forms of preventive damage control measures?

Enhancements are a form of proactive prevention strategy that involves claiming responsibility for positive outcomes of events.

Sponsoring a golfer in the Buick Open golf tournament is an example of event marketing.

Reacting to negative events caused by a company error, consumer grievances, or exaggerated negative press is called:

Proactive prevention strategies include entitlings and enhancements.

When dealing with a negative situation, if company leaders try to convince the public the firm is not responsible and the predicament could not have been foreseen, the company is using an excuse as a form of impression management.

Sports represent the majority of all sponsorships.

To maximize the benefits of a sponsorship effort, company leaders should define the primary goals of the program.

Apology strategies are most often used in situations in which:

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.

The unit in a company that manages publicity and other communications with all groups that has contact with a firm is the department of:

Employees are external stakeholders of an organization.

When planning a sponsorship or event marketing program, after the marketing team establishes promotions of the event or sponsorship, the next step would be to:

A Coca-Cola booth at spring break on South Padre Island is an example of which type of marketing?

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:

While consumers favor green marketing and environmentally safe products, actual purchases only occur when all things are considered equal, such as price, quality, convenience, and performance.

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

To spread negative information about a company or brand using the internet, an individual can utilize email, chat rooms, rogue websites, and blogs.

Saying, "We didn't cause this negative event to happen, it was some other company" is an example of using the impression management technique of:

A stakeholder is a person or group with a vested interest in an organization's well-being.