Question 1

Event marketing is closely related to lifestyle marketing.

Accepted Answer

A) True 
 B)False

Question 2

The difference between event marketing and sponsorship marketing is the duration of the program being featured.

Accepted Answer

A) True 
 B)False

Question 3

Paying for an advertisement promoting a concert tour by a band and creating tie-ins with company products at the concerts is an example of which type of marketing?

Accepted Answer

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

Question 4

The public relations department in a business is the area that manages publicity and communications with stakeholders that are in contact with the company.

Accepted Answer

A) True 
 B)False

Question 5

When tires on new Ford vehicles were blowing out prematurely, Ford CEO Jacques Nasser blamed Bridgestone/Firestone for the problem. He stated it was not Ford's fault. Nasser 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 6

Practically every company actively promotes its environmentally safe products in some manner.

Accepted Answer

A) True 
 B)False

Question 7

Public relations functions include the following, except:

Accepted Answer

A) identify internal and external stakeholders. 
B) create promotional materials that can be sent to customers. 
C) assess the corporate reputation. 
D) audit corporate social responsibility. 
A) identify internal and external stakeholders. 
B) create promotional materials that can be sent to customers. 
C) assess the corporate reputation. 
D) audit corporate social responsibility.

Question 8

Cause-related marketing is important to nonprofit organizations because of increased competition among nonprofits for corporate support.

Accepted Answer

A) True 
 B)False

Question 9

The obligation an organization has to be ethical, accountable, and reactive to the needs of society is:

Accepted Answer

A) public relations. 
B) corporate social responsibility. 
C) marketing myopia. 
D) sponsorship marketing. 
A) public relations. 
B) corporate social responsibility. 
C) marketing myopia. 
D) sponsorship marketing.

Question 10

Impression management includes justifications, which are expressions of innocence.

Accepted Answer

A) True 
 B)False

Question 11

Which format has experienced increased usage in sponsorship programs?

Accepted Answer

A) Television advertising 
B) PR hits 
C) Blogs and social media 
D) Public relations 
A) Television advertising 
B) PR hits 
C) Blogs and social media 
D) Public relations

Question 12

In a public relations program, a mention of the company's name in a news story is called a:

Accepted Answer

A) press release. 
B) publication. 
C) hit. 
D) mention. 
A) press release. 
B) publication. 
C) hit. 
D) mention.

Question 13

The first step in developing a sponsorship or event marketing program is to:

Accepted Answer

A) define the company's target audience. 
B) define the company's customer profile. 
C) determine the communication objective. 
D) choose the event. 
A) define the company's target audience. 
B) define the company's customer profile. 
C) determine the communication objective. 
D) choose the event.

Question 14

In terms of using an impression management technique to respond to negative publicity, a company that makes the negative incident appear minor or trivial is using the remedial approach of:

Accepted Answer

A) expressions of innocence. 
B) excuses. 
C) justification. 
D) apology. 
A) expressions of innocence. 
B) excuses. 
C) justification. 
D) apology.

Question 15

In choosing a cause-related program, the marketing team should focus on causes that relate to the company's business.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

Employees

Question 17

Damage control and greenwashing are essentially the same public relations practices.

Accepted Answer

A) True 
 B)False

Question 18

In using impression management in a crisis situation, the firm must acknowledge its inappropriate behavior and make a commitment not to engage in any further inappropriate behavior.

Accepted Answer

A) True 
 B)False

Question 19

When planning a sponsorship or event marketing program, after the marketing group decides on the objective, the next step would be to:

Accepted Answer

A) plan a method of tracking the results. 
B) advertise the event. 
C) promote the event to the firm's customers and employees. 
D) match the event with the firm's customers, vendors, and employees. 
A) plan a method of tracking the results. 
B) advertise the event. 
C) promote the event to the firm's customers and employees. 
D) match the event with the firm's customers, vendors, and employees.

Question 20

Greenwashing is the process of making a company more environmentally friendly by "washing away" negative practices.

Accepted Answer

A) True 
 B)False

Event marketing is closely related to lifestyle marketing.

The difference between event marketing and sponsorship marketing is the duration of the program being featured.

Paying for an advertisement promoting a concert tour by a band and creating tie-ins with company products at the concerts is an example of which type of marketing?

The public relations department in a business is the area that manages publicity and communications with stakeholders that are in contact with the company.

When tires on new Ford vehicles were blowing out prematurely, Ford CEO Jacques Nasser blamed Bridgestone/Firestone for the problem. He stated it was not Ford's fault. Nasser used which method?

Practically every company actively promotes its environmentally safe products in some manner.

Public relations functions include the following, except:

Cause-related marketing is important to nonprofit organizations because of increased competition among nonprofits for corporate support.

The obligation an organization has to be ethical, accountable, and reactive to the needs of society is:

Impression management includes justifications, which are expressions of innocence.

Which format has experienced increased usage in sponsorship programs?

In a public relations program, a mention of the company's name in a news story is called a:

The first step in developing a sponsorship or event marketing program is to:

In terms of using an impression management technique to respond to negative publicity, a company that makes the negative incident appear minor or trivial is using the remedial approach of:

In choosing a cause-related program, the marketing team should focus on causes that relate to the company's business.

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

Damage control and greenwashing are essentially the same public relations practices.

In using impression management in a crisis situation, the firm must acknowledge its inappropriate behavior and make a commitment not to engage in any further inappropriate behavior.

When planning a sponsorship or event marketing program, after the marketing group decides on the objective, the next step would be to:

Greenwashing is the process of making a company more environmentally friendly by "washing away" negative practices.

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

Event marketing is closely related to lifestyle marketing.

The difference between event marketing and sponsorship marketing is the duration of the program being featured.

Paying for an advertisement promoting a concert tour by a band and creating tie-ins with company products at the concerts is an example of which type of marketing?

The public relations department in a business is the area that manages publicity and communications with stakeholders that are in contact with the company.

When tires on new Ford vehicles were blowing out prematurely, Ford CEO Jacques Nasser blamed Bridgestone/Firestone for the problem. He stated it was not Ford's fault. Nasser used which method?

Practically every company actively promotes its environmentally safe products in some manner.

Public relations functions include the following, except:

Cause-related marketing is important to nonprofit organizations because of increased competition among nonprofits for corporate support.

The obligation an organization has to be ethical, accountable, and reactive to the needs of society is:

Impression management includes justifications, which are expressions of innocence.

Which format has experienced increased usage in sponsorship programs?

In a public relations program, a mention of the company's name in a news story is called a:

The first step in developing a sponsorship or event marketing program is to:

In terms of using an impression management technique to respond to negative publicity, a company that makes the negative incident appear minor or trivial is using the remedial approach of:

In choosing a cause-related program, the marketing team should focus on causes that relate to the company's business.

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

Damage control and greenwashing are essentially the same public relations practices.

In using impression management in a crisis situation, the firm must acknowledge its inappropriate behavior and make a commitment not to engage in any further inappropriate behavior.

When planning a sponsorship or event marketing program, after the marketing group decides on the objective, the next step would be to:

Greenwashing is the process of making a company more environmentally friendly by "washing away" negative practices.

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