Question 1

Cause-related marketing is based on the idea that:

Accepted Answer

A) it enhances brand parity. 
B) it has a direct impact on sales and profits. 
C) consumers are more likely to make purchases from companies that support a good cause. 
D) social responsibility is a critical part of every company's operation. 
A) it enhances brand parity. 
B) it has a direct impact on sales and profits. 
C) consumers are more likely to make purchases from companies that support a good cause. 
D) social responsibility is a critical part of every company's operation.

Question 2

A company that stops using Styrofoam containers due to harm of the environment and starts using recycled paper provides an example of:

Accepted Answer

A) event marketing. 
B) green marketing. 
C) altruistic effort. 
D) cause-related marketing. 
A) event marketing. 
B) green marketing. 
C) altruistic effort. 
D) cause-related marketing.

Question 3

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 4

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

Accepted Answer

A) enhance a company's image. 
B) increase a firm's visibility. 
C) increase total product offerings. 
D) differentiate a company from its competitors. 
A) enhance a company's image. 
B) increase a firm's visibility. 
C) increase total product offerings. 
D) differentiate a company from its competitors.

Question 5

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 6

Most companies in the United States have someone assigned to monitor corporate reputation.

Accepted Answer

A) True 
 B)False

Question 7

When dealing with a negative situation, if company leaders provide information designed to convince others that the company was not responsible for the negative situation, the company is using an excuse as a form of impression management.

Accepted Answer

A) True 
 B)False

Question 8

Paying for entry fees into a league and uniforms for a Little League soccer team is an example of:

Accepted Answer

A) sponsorship marketing. 
B) event marketing. 
C) cause-related marketing. 
D) an ineffective contact point. 
A) sponsorship marketing. 
B) event marketing. 
C) cause-related marketing. 
D) an ineffective contact point.

Question 9

All of the following are internal stakeholders except:

Accepted Answer

A) employees. 
B) labor unions. 
C) shareholders. 
D) customers. 
A) employees. 
B) labor unions. 
C) shareholders. 
D) customers.

Question 10

One objective of a sponsorship can be to increase a firm's visibility.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

In a public relations program, a hit is:

Accepted Answer

A) an advertisement that is successful. 
B) a consumer promotion's tie in with publicity. 
C) a mention of the company's name in a news story. 
D) an advertising slogan with high recall. 
A) an advertisement that is successful. 
B) a consumer promotion's tie in with publicity. 
C) a mention of the company's name in a news story. 
D) an advertising slogan with high recall.

Question 13

Event marketing and sponsorship programs should begin with company leaders determining the primary objectives of the program.

Accepted Answer

A) True 
 B)False

Question 14

With regard to the public relations aspect of cause-related marketing, a company wishing to benefit should:

Accepted Answer

A) make sure the public is always aware of any cause-related marketing they support. 
B) spend some money to publicize causes, but the amount should not be significant. 
C) not publicize causes because the public will think any effort to do so is shameless self-aggrandizement. 
D) spend approximately 25 percent of whatever is given to a cause on publicizing the cause. 
A) make sure the public is always aware of any cause-related marketing they support. 
B) spend some money to publicize causes, but the amount should not be significant. 
C) not publicize causes because the public will think any effort to do so is shameless self-aggrandizement. 
D) spend approximately 25 percent of whatever is given to a cause on publicizing the cause.

Question 15

Special interest groups are:

Accepted Answer

A) internal stakeholders. 
B) disgruntled employees. 
C) external stakeholders. 
D) governmental stakeholders. 
A) internal stakeholders. 
B) disgruntled employees. 
C) external stakeholders. 
D) governmental stakeholders.

Question 16

In public relations, a hit is the negative mention of a company's name in a news story.

Accepted Answer

A) True 
 B)False

Question 17

When choosing an event to sponsor, the event should not only meet the firm's objective, but it should also be a good match with the firm's customers, vendors, or employees.

Accepted Answer

A) True 
 B)False

Question 18

When a company pays money to sponsor an individual or a group or team that participates in an activity, it is called:

Accepted Answer

A) public relations. 
B) advertising expenditures. 
C) social media marketing. 
D) sponsorship marketing. 
A) public relations. 
B) advertising expenditures. 
C) social media marketing. 
D) sponsorship marketing.

Question 19

A local race car driver who displays advertising on his or her car is involved in which type of marketing?

Accepted Answer

A) Sponsorship 
B) Event 
C) Mobile 
D) Cause-related 
A) Sponsorship 
B) Event 
C) Mobile 
D) Cause-related

Question 20

Each of the following is a company stakeholder, except:

Accepted Answer

A) suppliers of raw materials. 
B) foreign governments for a non-international company. 
C) the media. 
D) contributors to an unrelated charity. 
A) suppliers of raw materials. 
B) foreign governments for a non-international company. 
C) the media. 
D) contributors to an unrelated charity.

Cause-related marketing is based on the idea that:

A company that stops using Styrofoam containers due to harm of the environment and starts using recycled paper provides an example of:

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

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

A news story about steering problems on Toyota vehicles is an example of a(n):

Most companies in the United States have someone assigned to monitor corporate reputation.

When dealing with a negative situation, if company leaders provide information designed to convince others that the company was not responsible for the negative situation, the company is using an excuse as a form of impression management.

Paying for entry fees into a league and uniforms for a Little League soccer team is an example of:

All of the following are internal stakeholders except:

One objective of a sponsorship can be to increase a firm's visibility.

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

In a public relations program, a hit is:

Event marketing and sponsorship programs should begin with company leaders determining the primary objectives of the program.

With regard to the public relations aspect of cause-related marketing, a company wishing to benefit should:

Special interest groups are:

In public relations, a hit is the negative mention of a company's name in a news story.

When choosing an event to sponsor, the event should not only meet the firm's objective, but it should also be a good match with the firm's customers, vendors, or employees.

When a company pays money to sponsor an individual or a group or team that participates in an activity, it is called:

A local race car driver who displays advertising on his or her car is involved in which type of marketing?

Each of the following is a company stakeholder, 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

Cause-related marketing is based on the idea that:

A company that stops using Styrofoam containers due to harm of the environment and starts using recycled paper provides an example of:

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

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

A news story about steering problems on Toyota vehicles is an example of a(n):

Most companies in the United States have someone assigned to monitor corporate reputation.

When dealing with a negative situation, if company leaders provide information designed to convince others that the company was not responsible for the negative situation, the company is using an excuse as a form of impression management.

Paying for entry fees into a league and uniforms for a Little League soccer team is an example of:

All of the following are internal stakeholders except:

One objective of a sponsorship can be to increase a firm's visibility.

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

In a public relations program, a hit is:

Event marketing and sponsorship programs should begin with company leaders determining the primary objectives of the program.

With regard to the public relations aspect of cause-related marketing, a company wishing to benefit should:

Special interest groups are:

In public relations, a hit is the negative mention of a company's name in a news story.

When choosing an event to sponsor, the event should not only meet the firm's objective, but it should also be a good match with the firm's customers, vendors, or employees.

When a company pays money to sponsor an individual or a group or team that participates in an activity, it is called:

A local race car driver who displays advertising on his or her car is involved in which type of marketing?

Each of the following is a company stakeholder, 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