Exam 13: Public Relations and Sponsorship Programs

In deciding on a green marketing or pro-environmental approach, the public relations department should make sure the company's customers will not be alienated by such an approach.

While Coca-Cola is involved in pro-environmental activities, the company does not widely publicize these activities because company leaders believe they will not gain more customers from the publicity.

A public relations hit can be a positive or negative news story.

Some individuals would like to create a Department of ________ to oversee both the public relations activities and the marketing programs.

Of the internal stakeholders, the group that is the most critical to the success of a firm is the:

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the group that includes heavy users of green marketing products, but is not politically active is called:

In proactive prevention strategies, enhancements involve the attempt to increase the desirable outcome of an event in the eyes of the public.

When a company advertises, develops consumer promotions, such as a contest, and develops other marketing communications as a tie-in with an event marketing program, it is called which type of promotion?

When a dentist provides free services to women living in a shelter, it is:

In choosing a cause-related program, company leaders should focus on causes that:

Greenback Green consumers are less committed to environmentally safe products.

Proactive damage control strategies include entitlings, enhancements, and crisis management.

The consumer segment called Environmental Browns is the most likely to buy environmentally safe products.

Financial analysis has revealed that socially responsible firms are unlikely to thrive and survive in the long term.

Describe event marketing.

The key to cause-related marketing is finding a cause that resonates with consumers, whether or not that cause matches a particular company's business.

It is not important for a public relations firm to understand a company's integrated marketing campaign theme, because a public relations firm primarily deals with non-customer stakeholders.

Which of the following statements about a corporation's reputation is true?

In tracking results from event marketing, an Advertising Research Foundation study found which type of events tended to yield the best results in terms of intentions to purchase and actual purchases of the sponsor's brand?

Internet interventions are designed to combat negative news articles.