Question 1

In general,the most dramatic factors underlying the need for reactive MPR are _____.

Accepted Answer

A)  employee behaviors and the consequences 
B)  executive behaviors and the consequences 
C)  product defects and failures 
D)  product price and value 
E)  consumer behaviors and the consequences 
A)  employee behaviors and the consequences 
B)  executive behaviors and the consequences 
C)  product defects and failures 
D)  product price and value 
E)  consumer behaviors and the consequences C

Question 2

Marketing communications-especially via advertising media-is critical for getting the information-dissemination ball rolling.Thereafter,it is _____ that drive the flow of information about products,services,and brands.

Accepted Answer

A)  sales promotions 
B)  social interactions 
C)  Internet communications 
D)  public relations 
E)  personal sales 
A)  sales promotions 
B)  social interactions 
C)  Internet communications 
D)  public relations 
E)  personal sales B

Question 3

Assume that you are the public relations director for a large multinational corporation.There are rumors that the chief executive officer has bribed foreign officials.How would you handle the situation?

Accepted Answer

When confronted with a rumor,some companies believe that doing nothing is the best way to handle it.This cautious approach is apparently based on the fear that an antirumor campaign will call attention to the rumor itself.However,to combat a rumor,an anti-rumor campaign should be done swiftly and minimally involve the following activities:
1.Deciding on the specific points in the rumor that need to be refuted
2.Emphasizing that the conspiracy (in this case) or contamination rumor is untrue and unfair
3.Picking appropriate media and vehicles for delivering the anti-rumor message
4.Selecting a credible spokesperson to deliver the message on the company's behalf

Question 4

Usually the vanguard is a carefully selected target group that is most likely to love a new movie,a new book,or other product or service.In the publishing industry,"cheerleading" is stimulated by giving free copies of a new book to a select group of opinion leaders.This practice is referred to as _____ the market.

Accepted Answer

A)  priming 
B)  influencing 
C)  seeding 
D)  co-opting 
E)  bribing 
A)  priming 
B)  influencing 
C)  seeding 
D)  co-opting 
E)  bribing

Question 5

A person who is an opinion leader in one consumption area will probably also be generally influential on other,unrelated,areas.

Accepted Answer

A) True 
 B)False

Question 6

What distinctive feature separates cause-related marketing from event marketing?

Accepted Answer

A)  Targeting of specific groups allows the company to measure consumer behavior. 
B)  The amount of money involved is substantially higher in cause-related marketing. 
C)  The goodwill aspect of cause-related market generates buzz that cannot be achieved in event marketing. 
D)  Contribution to a designated cause is linked to consumers performing a behavior that benefits the firm 
E)  None of these are correct. 
A)  Targeting of specific groups allows the company to measure consumer behavior. 
B)  The amount of money involved is substantially higher in cause-related marketing. 
C)  The goodwill aspect of cause-related market generates buzz that cannot be achieved in event marketing. 
D)  Contribution to a designated cause is linked to consumers performing a behavior that benefits the firm 
E)  None of these are correct.

Question 7

The rule of epidemics that states that the circumstances and conditions have to be right for a persuasive message conveyed by a connector to have its impact and initiate an epidemic is the _____.

Accepted Answer

A)  law of the few 
B)  stickiness factor 
C)  law of interconnects 
D)  power of context 
E)  law of conditions 
A)  law of the few 
B)  stickiness factor 
C)  law of interconnects 
D)  power of context 
E)  law of conditions

Question 8

Viral marketing accomplishes positive WOM by using social networks to achieve marketing objectives through a self-replicating process.

Accepted Answer

A) True 
 B)False

Question 9

In social networks of interpersonal relationships,consumers' interpersonal relations range along a continuum from very _____ (such as frequent and often intimate communications between friends)to _____ (such as rare interactions between casual acquaintances).

Accepted Answer

A)  weak ties; strong ties 
B)  close associations; distant associations 
C)  strong ties; weak ties 
D)  distant associations; close associations 
E)  inter-personal ties; intra-personal ties 
A)  weak ties; strong ties 
B)  close associations; distant associations 
C)  strong ties; weak ties 
D)  distant associations; close associations 
E)  inter-personal ties; intra-personal ties

Question 10

If a company contributes to a worthy cause without tying that contribution to consumers' buying a brand or other financial or nonfinancial objectives,that company is participating in ______.

Accepted Answer

A)  cause-related marketing 
B)  buzz creation 
C)  ambush marketing 
D)  corporate philanthropy 
E)  reactive MPR 
A)  cause-related marketing 
B)  buzz creation 
C)  ambush marketing 
D)  corporate philanthropy 
E)  reactive MPR

Question 11

In viral marketing,the rule of the power of context states that messages that grab attention and are memorable facilitate talk about brands.

Accepted Answer

A) True 
 B)False

Question 12

Selecting an appropriate cause is a matter of fitting the brand to a cause that is naturally related to the brand's _____.

Accepted Answer

A)  attributes 
B)  benefits 
C)  image 
D)  a and c only 
E)  a, b, and c 
A)  attributes 
B)  benefits 
C)  image 
D)  a and c only 
E)  a, b, and c

Question 13

A form of brand promotion that ties a brand to a meaningful athletic,entertainment,cultural,social,or other type of high-interest public activity is known as _____.

Accepted Answer

A)  cause-related marketing 
B)  event sponsorship 
C)  promotion 
D)  event promotion 
E)  activity-based marketing 
A)  cause-related marketing 
B)  event sponsorship 
C)  promotion 
D)  event promotion 
E)  activity-based marketing

Question 14

In viral marketing,the law of the few states that it takes only a few well-connected people to start an epidemic if they know a lot of people,receive satisfaction from sharing information,and are innately persuasive.

Accepted Answer

A) True 
 B)False

Question 15

Reaching new market segments is a benefit of cause-related marketing.

Accepted Answer

A) True 
 B)False

Question 16

Sponsorship marketing involves investments in events or causes for the purpose of achieving various corporate objectives.

Accepted Answer

A) True 
 B)False

Question 17

Consumers have favorable attitudes toward cause-related marketing efforts.

Accepted Answer

A) True 
 B)False

Question 18

Reactive marketing public relations deals typically with influences that have negative consequences for an organization.

Accepted Answer

A) True 
 B)False

Question 19

The idea of getting adopters of a product to convert other people into users is referred to as _____.

Accepted Answer

A)  using a celebrity icon 
B)  rationing supply 
C)  reactive MPR 
D)  rumor control 
E)  nurturing the grass roots 
A)  using a celebrity icon 
B)  rationing supply 
C)  reactive MPR 
D)  rumor control 
E)  nurturing the grass roots

Question 20

Betty's Garden was a successful restaurant until rumors spread about a bug infestation of its food.To combat the rumors,Betty arranged a dinner and invited the food editors of local newspapers to visit the restaurant and evaluate the cuisine and service.Later,she volunteered several recipes for publication in the "Home and Gourmet Cooking" sections of the local newspapers.We might specifically characterize these actions as _____.

Accepted Answer

A)  proactive marketing public relations 
B)  cause-related marketing public relations 
C)  image engineering 
D)  reactive marketing public relations 
E)  sponsorship 
A)  proactive marketing public relations 
B)  cause-related marketing public relations 
C)  image engineering 
D)  reactive marketing public relations 
E)  sponsorship

Exam 21: Public Relations, Content Marketing, Viral Marketing, and Sponsorships

In general,the most dramatic factors underlying the need for reactive MPR are _____.

Marketing communications-especially via advertising media-is critical for getting the information-dissemination ball rolling.Thereafter,it is _____ that drive the flow of information about products,services,and brands.

Assume that you are the public relations director for a large multinational corporation.There are rumors that the chief executive officer has bribed foreign officials.How would you handle the situation?

A person who is an opinion leader in one consumption area will probably also be generally influential on other,unrelated,areas.

What distinctive feature separates cause-related marketing from event marketing?

The rule of epidemics that states that the circumstances and conditions have to be right for a persuasive message conveyed by a connector to have its impact and initiate an epidemic is the _____.

Viral marketing accomplishes positive WOM by using social networks to achieve marketing objectives through a self-replicating process.

In social networks of interpersonal relationships,consumers' interpersonal relations range along a continuum from very _____ (such as frequent and often intimate communications between friends)to _____ (such as rare interactions between casual acquaintances).

If a company contributes to a worthy cause without tying that contribution to consumers' buying a brand or other financial or nonfinancial objectives,that company is participating in ______.

In viral marketing,the rule of the power of context states that messages that grab attention and are memorable facilitate talk about brands.

Selecting an appropriate cause is a matter of fitting the brand to a cause that is naturally related to the brand's _____.

A form of brand promotion that ties a brand to a meaningful athletic,entertainment,cultural,social,or other type of high-interest public activity is known as _____.

In viral marketing,the law of the few states that it takes only a few well-connected people to start an epidemic if they know a lot of people,receive satisfaction from sharing information,and are innately persuasive.

Reaching new market segments is a benefit of cause-related marketing.

Sponsorship marketing involves investments in events or causes for the purpose of achieving various corporate objectives.

Consumers have favorable attitudes toward cause-related marketing efforts.

Reactive marketing public relations deals typically with influences that have negative consequences for an organization.

The idea of getting adopters of a product to convert other people into users is referred to as _____.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Media Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Packaging, Pop Communications, and Signage

Personal Selling

Filters

In social networks of interpersonal relationships,consumers' interpersonal relations range along a continuum from very _ (such as frequent and often intimate communications between friends)to _ (such as rare interactions between casual acquaintances).