Question 1

Which of the following terms might be specifically defined as "corporate philanthropy based on profit-motivated giving"?

Accepted Answer

A)  sponsorship marketing 
B)  public relations 
C)  cause-related marketing 
D)  event marketing 
E)  do-good marketing 
A)  sponsorship marketing 
B)  public relations 
C)  cause-related marketing 
D)  event marketing 
E)  do-good marketing C

Question 2

Walmart has been criticized as being discriminatory in its employment practices toward women and minorities.Walmart has developed a concerted public relations effort to counter this criticism.This public relations effort is an example of _____ marketing public relations.

Accepted Answer

A)  proactive 
B)  reactive 
C)  offensive 
D)  accommodation 
E)  tactical 
A)  proactive 
B)  reactive 
C)  offensive 
D)  accommodation 
E)  tactical B

Question 3

Executive-statement releases are typically published in the business section of a publication.

Accepted Answer

A) True 
 B)False  False

Question 4

Name and describe the tools that are available to a public relations director when using proactive marketing public relations.

Accepted Answer

Publicity is the major tool of proactive

Question 5

Event sponsorship generally does NOT incorporate _____.

Accepted Answer

A)  public relations 
B)  advertising 
C)  promotion 
D)  point-of-purchase merchandising 
E)  All of these can be incorporated. 
A)  public relations 
B)  advertising 
C)  promotion 
D)  point-of-purchase merchandising 
E)  All of these can be incorporated.

Question 6

Well over half of expenditures spent on event sponsorship goes toward sponsoring _____.

Accepted Answer

A)  sporting events 
B)  cultural events 
C)  social events 
D)  non-profit organizations 
E)  children's activities 
A)  sporting events 
B)  cultural events 
C)  social events 
D)  non-profit organizations 
E)  children's activities

Question 7

A person within a social network of family,friends,and acquaintances who has particular influence on other individuals' attitudes and behavior is referred to as a(n)_____.

Accepted Answer

A)  opinion leader 
B)  facilitator 
C)  mediator 
D)  information leader 
E)  mentor 
A)  opinion leader 
B)  facilitator 
C)  mediator 
D)  information leader 
E)  mentor

Question 8

Opinion leaders are motivated to engage in communications exchanges with others because they _____ from sharing their opinions and explaining what they know about products and services.

Accepted Answer

A)  gain self-worth 
B)  derive satisfaction 
C)  gain a feeling of superiority 
D)  find self-meaning 
E)  derive a feeling of importance 
A)  gain self-worth 
B)  derive satisfaction 
C)  gain a feeling of superiority 
D)  find self-meaning 
E)  derive a feeling of importance

Question 9

Ramesh's Kitchen was a very successful restaurant until it was widely rumored that bugs infested the rice that it serves.Ramesh's Kitchen's popularity has been victimized by a _____.

Accepted Answer

A)  competitive rumor 
B)  conspiracy rumor 
C)  reactive rumor 
D)  contamination rumor 
E)  false rumor 
A)  competitive rumor 
B)  conspiracy rumor 
C)  reactive rumor 
D)  contamination rumor 
E)  false rumor

Question 10

Which of the following is a factor that should be considered when evaluating whether an event represents a suitable association for a brand?

Accepted Answer

A)  image matchup 
B)  target audience fit 
C)  sponsor misidentification 
D)  clutter 
E)  All of these are correct. 
A)  image matchup 
B)  target audience fit 
C)  sponsor misidentification 
D)  clutter 
E)  All of these are correct.

Question 11

_____ is an organizational activity involved with fostering goodwill between a company and its various publics.

Accepted Answer

A)  Advertising 
B)  Promotion 
C)  Public relations 
D)  Personal selling 
E)  Marketing 
A)  Advertising 
B)  Promotion 
C)  Public relations 
D)  Personal selling 
E)  Marketing

Question 12

A product release may be aired on television networks.

Accepted Answer

A) True 
 B)False

Question 13

Blossom is a chain of clothing stores.It recently stopped carrying a line of clothing because many customers complained about the working conditions of the factories where that particular brand is manufactured.Blossom no longer carries that line and has become an advocate of humane working conditions around the world.This is an example of a(n)_____ marketing public relations strategy.

Accepted Answer

A)  tactical 
B)  accommodation 
C)  offensive 
D)  reactive 
E)  proactive. 
A)  tactical 
B)  accommodation 
C)  offensive 
D)  reactive 
E)  proactive.

Question 14

Public relations efforts can be aimed at _____.

Accepted Answer

A)  employees 
B)  stockholders 
C)  governments 
D)  labor groups 
E)  All of these are correct. 
A)  employees 
B)  stockholders 
C)  governments 
D)  labor groups 
E)  All of these are correct.

Question 15

Sponsorship of special events and causes enables marketers to target their communication and promotional efforts to specific geographic regions and/or to lifestyle groups.

Accepted Answer

A) True 
 B)False

Question 16

Walmart is using marketing public relations to let the public know of its support for hurricane Katrina victims.Company leaders have been on several morning talk show programs discussing the money and aid they've provided to the affected areas and victims of this storm.Walmart is using _____ marketing public relations.

Accepted Answer

A)  reactive 
B)  proactive 
C)  defensive 
D)  tactical 
E)  strategic 
A)  reactive 
B)  proactive 
C)  defensive 
D)  tactical 
E)  strategic

Question 17

Why have brand managers customized their own events rather than sponsor events conducted by another organization?

Accepted Answer

A)  To avoid FTC regulation restrictions 
B)  Stockholders have demanded it 
C)  Provides a brand total control over the event 
D)  Generates more excitement among employees 
E)  Generates more excitement among consumers 
A)  To avoid FTC regulation restrictions 
B)  Stockholders have demanded it 
C)  Provides a brand total control over the event 
D)  Generates more excitement among employees 
E)  Generates more excitement among consumers

Question 18

An opinion leader is a person who frequently influences other individuals' attitudes or overt behavior.

Accepted Answer

A) True 
 B)False

Question 19

Some critics have claimed that sponsorship arrangements often involve little more than managerial ego trips.

Accepted Answer

A) True 
 B)False

Question 20

The only effective way for marketers to handle a commercial rumor is to ignore it.

Accepted Answer

A) True 
 B)False

Exam 21: Public Relations,Word-of-Mouth Influence,and Sponsorships

Which of the following terms might be specifically defined as "corporate philanthropy based on profit-motivated giving"?

Walmart has been criticized as being discriminatory in its employment practices toward women and minorities.Walmart has developed a concerted public relations effort to counter this criticism.This public relations effort is an example of _____ marketing public relations.

Executive-statement releases are typically published in the business section of a publication.

Name and describe the tools that are available to a public relations director when using proactive marketing public relations.

Event sponsorship generally does NOT incorporate _____.

Well over half of expenditures spent on event sponsorship goes toward sponsoring _____.

A person within a social network of family,friends,and acquaintances who has particular influence on other individuals' attitudes and behavior is referred to as a(n)_____.

Opinion leaders are motivated to engage in communications exchanges with others because they _____ from sharing their opinions and explaining what they know about products and services.

Ramesh's Kitchen was a very successful restaurant until it was widely rumored that bugs infested the rice that it serves.Ramesh's Kitchen's popularity has been victimized by a _____.

Which of the following is a factor that should be considered when evaluating whether an event represents a suitable association for a brand?

_____ is an organizational activity involved with fostering goodwill between a company and its various publics.

A product release may be aired on television networks.

Public relations efforts can be aimed at _____.

Sponsorship of special events and causes enables marketers to target their communication and promotional efforts to specific geographic regions and/or to lifestyle groups.

Why have brand managers customized their own events rather than sponsor events conducted by another organization?

An opinion leader is a person who frequently influences other individuals' attitudes or overt behavior.

Some critics have claimed that sponsorship arrangements often involve little more than managerial ego trips.

The only effective way for marketers to handle a commercial rumor is to ignore it.

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 Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Online and Mobile Advertising

Social Media

Direct Marketing and Other Media

Advertising 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, Point-of-Purchase Communications, and Signage

Personal Selling

Filters