Question 1

Blogs and social media have been used to promote products in which programs?

Accepted Answer

A) Entitlings 
B) Enhancements 
C) Sponsorships and events 
D) Product placements and branded entertainment 
A) Entitlings 
B) Enhancements 
C) Sponsorships and events 
D) Product placements and branded entertainment

Question 2

The first major decision company leaders must make concerning public relations is:

Accepted Answer

A) who will handle the various activities, an internal department or an external agency. 
B) the objectives of the public relations effort. 
C) how it will be integrated with the firm's IMC plans. 
D) the criteria for the selection of a public relations firm. 
A) who will handle the various activities, an internal department or an external agency. 
B) the objectives of the public relations effort. 
C) how it will be integrated with the firm's IMC plans. 
D) the criteria for the selection of a public relations firm.

Question 3

A stakeholder is a:

Accepted Answer

A) disinterested third party in a negotiation. 
B) member of a foreign government. 
C) person or group with a vested interest in a firm's well-being. 
D) lobbyist for a company. 
A) disinterested third party in a negotiation. 
B) member of a foreign government. 
C) person or group with a vested interest in a firm's well-being. 
D) lobbyist for a company.

Question 4

Claiming responsibility for positive outcomes of events is:

Accepted Answer

A) affirmative social responsibility. 
B) acclaiming. 
C) entitling. 
D) an enhancement. 
A) affirmative social responsibility. 
B) acclaiming. 
C) entitling. 
D) an enhancement.

Question 5

Marketers engage in cause-related marketing for each of the following reasons except:

Accepted Answer

A) help develop stronger brands. 
B) help move consumers toward brand loyalty. 
C) encourage consumers to switch brands. 
D) increase the level of brand parity. 
A) help develop stronger brands. 
B) help move consumers toward brand loyalty. 
C) encourage consumers to switch brands. 
D) increase the level of brand parity.

Question 6

Which statement below reflects current consumer attitudes towards businesses?

Accepted Answer

A) Most consumers believe that as a general rule, businesses follow good practices. It is the few that have been caught that generate the worst publicity. 
B) Most consumers believe corporate scandals, accounting fraud, and CEO greed are on the decline. 
C) Consumers are leery of big businesses, suspicious of business motives, and are unsure if any company can be trusted. 
D) Consumers believe big businesses cannot be trusted, but small businesses are normally honest and reputable. 
A) Most consumers believe that as a general rule, businesses follow good practices. It is the few that have been caught that generate the worst publicity. 
B) Most consumers believe corporate scandals, accounting fraud, and CEO greed are on the decline. 
C) Consumers are leery of big businesses, suspicious of business motives, and are unsure if any company can be trusted. 
D) Consumers believe big businesses cannot be trusted, but small businesses are normally honest and reputable.

Question 7

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

Accepted Answer

A) affirmative social responsibility. 
B) acclaiming. 
C) entitling. 
D) enhancement. 
A) affirmative social responsibility. 
B) acclaiming. 
C) entitling. 
D) enhancement.

Question 8

Each of the following is a potential benefit of cause-related marketing, except:

Accepted Answer

A) additional customers. 
B) counter competitive actions. 
C) reduced negative public opinion. 
D) consumer goodwill for the future. 
A) additional customers. 
B) counter competitive actions. 
C) reduced negative public opinion. 
D) consumer goodwill for the future.

Question 9

What steps are involved in an apology strategy?

Accepted Answer

An expression of guilt, embarrassment, o

Question 10

Interstate Batteries' sponsorship of a NASCAR driver and car is an example of a public relations program.

Accepted Answer

A) True 
 B)False

Question 11

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?

Accepted Answer

A) Impression management 
B) Crisis management 
C) Enhancement 
D) An apology strategy 
A) Impression management 
B) Crisis management 
C) Enhancement 
D) An apology strategy

Question 12

The conscious or unconscious attempt to control images in social situations is:

Accepted Answer

A) crisis management. 
B) enhancement. 
C) social responsibility. 
D) impression management. 
A) crisis management. 
B) enhancement. 
C) social responsibility. 
D) impression management.

Question 13

An enhancement is a reactive damage-control strategy that focuses on the positive aspect of an event that occurs.

Accepted Answer

A) True 
 B)False

Question 14

Which statement is true about green marketing?

Accepted Answer

A) It almost always is effective. 
B) It will work even when product quality is lower. 
C) It reaches every purchasing group equally. 
D) It is not always advertised or promoted by companies involved. 
A) It almost always is effective. 
B) It will work even when product quality is lower. 
C) It reaches every purchasing group equally. 
D) It is not always advertised or promoted by companies involved.

Question 15

The principles that guide the development of sponsorships domestically apply equally well to any international sponsorship.

Accepted Answer

A) True 
 B)False

Question 16

Entitlings and enhancements are reactive damage control public relations activities.

Accepted Answer

A) True 
 B)False

Question 17

A strong company image that takes years to build may be destroyed in just a few weeks or months if something bad happens.

Accepted Answer

A) True 
 B)False

Question 18

Developing products that are environmentally-friendly is called:

Accepted Answer

A) cause-related marketing. 
B) event marketing. 
C) green marketing. 
D) positive public relations. 
A) cause-related marketing. 
B) event marketing. 
C) green marketing. 
D) positive public relations.

Question 19

Unless a sponsorship is surrounded by supporting marketing efforts, the money invested may not accomplish its objectives.

Accepted Answer

A) True 
 B)False

Question 20

It is easier for the public relations department to access internal stakeholders than external stakeholders.

Accepted Answer

A) True 
 B)False

Blogs and social media have been used to promote products in which programs?

The first major decision company leaders must make concerning public relations is:

A stakeholder is a:

Claiming responsibility for positive outcomes of events is:

Marketers engage in cause-related marketing for each of the following reasons except:

Which statement below reflects current consumer attitudes towards businesses?

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

Each of the following is a potential benefit of cause-related marketing, except:

What steps are involved in an apology strategy?

Interstate Batteries' sponsorship of a NASCAR driver and car is an example of a public relations program.

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?

The conscious or unconscious attempt to control images in social situations is:

An enhancement is a reactive damage-control strategy that focuses on the positive aspect of an event that occurs.

Which statement is true about green marketing?

The principles that guide the development of sponsorships domestically apply equally well to any international sponsorship.

Entitlings and enhancements are reactive damage control public relations activities.

A strong company image that takes years to build may be destroyed in just a few weeks or months if something bad happens.

Developing products that are environmentally-friendly is called:

Unless a sponsorship is surrounded by supporting marketing efforts, the money invested may not accomplish its objectives.

It is easier for the public relations department to access internal stakeholders than external stakeholders.

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

Blogs and social media have been used to promote products in which programs?

The first major decision company leaders must make concerning public relations is:

A stakeholder is a:

Claiming responsibility for positive outcomes of events is:

Marketers engage in cause-related marketing for each of the following reasons except:

Which statement below reflects current consumer attitudes towards businesses?

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

Each of the following is a potential benefit of cause-related marketing, except:

What steps are involved in an apology strategy?

Interstate Batteries' sponsorship of a NASCAR driver and car is an example of a public relations program.

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?

The conscious or unconscious attempt to control images in social situations is:

An enhancement is a reactive damage-control strategy that focuses on the positive aspect of an event that occurs.

Which statement is true about green marketing?

The principles that guide the development of sponsorships domestically apply equally well to any international sponsorship.

Entitlings and enhancements are reactive damage control public relations activities.

A strong company image that takes years to build may be destroyed in just a few weeks or months if something bad happens.

Developing products that are environmentally-friendly is called:

Unless a sponsorship is surrounded by supporting marketing efforts, the money invested may not accomplish its objectives.

It is easier for the public relations department to access internal stakeholders than external stakeholders.

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