Deck 11: Events

Question 1

Events related to Ben and Jerry's "Random Acts of Cone-ness" campaign reflected the firm's ________.

A) political activism regarding the environment
B) dependence on social networking sites
C) core values of social activism and fun
D) international marketing agenda
E) desire to defeat the competition

Answer 1

core values of social activism and fun

Question 2

All of the following were accomplished through the Ben and Jerry's "Random Acts of Cone-ness" campaign EXCEPT ________.

A) linking the company's image to the event
B) engaging the desired audience
C) creating buzz in the marketplace
D) garnering media attention
E) increasing sales in foreign markets

Answer 2

increasing sales in foreign markets

Question 3

Which of the following refers to events that a firm conceives and coordinates?

A) self-produced events
B) second-part events
C) third-party events
D) internal events
E) community events

Answer 3

self-produced events

Question 4

An event coordinated by an external organization with a group of partnering firms is known as a ________.

A) regional event
B) third-party event
C) charity event
D) self-produced event
E) global event

Question 5

How do firms most likely benefit from self-produced events?

A) saving time associated with putting on the event
B) sharing the burden with other firms and promoters
C) tailoring the event to the firm's products and customers
D) reducing the costs of coordinating an event with other firms
E) receiving advice from professional event managers

Question 6

Which of the following is a negative aspect of third-party events?

A) increasing costs associated with organizing the event
B) increasing liability for accidents that occur during the event
C) stretching personnel resources to run the event
D) competing for attention from participants in the event
E) overlooking the humanitarian nature of the event

Question 7

What is the primary MPR purpose for a firm that sponsors a local marathon and requires employees to serve as volunteers at the event?

A) raising national interest in the local community
B) providing media kits and takeaways to race participants
C) testing the firm's new marketing campaign
D) promoting healthy lifestyles choices within the community
E) establishing personal contact between the firm and the community

Question 8

Which of the following is a distinguishing characteristic of an MPR event?

A) A firm attempts to interact with event participants.
B) Proceeds of the event are donated to charitable groups.
C) A firm places its logo in prominent locations at the event.
D) A third-party event planner organizes the event's activities.
E) An organization provides money to cover event costs.

Question 9

How can an organization's presence be most clearly established at an MPR event?

A) giving discounts for products to event participants
B) sending invitations to connectors to attend the event
C) selecting an event related to the firm's overall mission
D) placing signs and advertisements at the event
E) providing free samples to connectors and participants

Question 10

In order to be most effective, an event takeaway at a pharmaceutical trade show should be a ________.

A) fun product that children will enjoy
B) costly item that attracts non-prospects
C) functional reminder of an organization
D) brochure with product and contact details
E) disposable or edible item with a firm's logo on it

Question 11

In order to have a successful MPR event, it is important that firms closely align the topic of an event with the ________ of the firm.

A) connectors
B) structure
C) importance
D) perception
E) demographics

Question 12

Which of the following actions should be taken immediately after an MPR event to ensure the event's success?

A) sending thank-you notes to participants
B) making plans for future events in the community
C) distributing extra takeaways to employees
D) providing media with access to an event's location
E) placing advertisements on national TV to saturate the market

Question 13

A periodic gathering of manufacturers, suppliers, and distributors in a specific industry to provide product demonstrations and sales information is a ________.

A) seminar
B) press conference
C) third-party event
D) community forum
E) trade show

Question 14

What is the underlying purpose of a trade show?

A) providing training to employees
B) announcing changes in firm management
C) sharing information about a specific topic
D) connecting firms with potential buyers
E) testing new products during the development process

Question 15

Before choosing which trade show to attend, a marketer should first consider which of the following?

A) location of the show
B) type of press kit to create
C) buying potential of attendees
D) availability of sales personnel
E) seasonal marketing needs

Question 16

After selecting which trade show to attend, a firm would most likely ________.

A) organize a seminar for the accounting department
B) contact the media about the products to be displayed
C) analyze the demographics of the trade show's expected attendees
D) contact the trade show management company for attendee statistics
E) assess the list of exhibitors who will be attending the trade show

Question 17

Which of the following would be the most effective technique for an MPR professional to use at an electronics trade show to gain media mention about a new product?

A) avoiding direct contact with media personnel
B) giving media kits to all attendees at a trade show
C) e-mailing connectors media kits after the show is over
D) distributing takeaways to other MPR professionals
E) personally delivering media kits to connectors

Question 18

The exhibit occupied by a firm on the floor of a trade show is the ________.

A) booth
B) cubicle
C) press room
D) station
E) seminar

Question 19

Which of the following best describes the purpose of a press room at a trade show?

A) location where journalists televise reports about the show
B) area occupied by an organization for displaying products
C) place where exhibiting firms can request media coverage
D) location where exhibiting firms can leave information for reporters
E) area set aside for attendees and exhibitors to personally interact

Question 20

All of the following are likely reasons for trade shows lacking effectiveness in recent years EXCEPT ________.

A) the Internet
B) low sales commissions
C) declining attendance
D) fast transportation methods
E) advancements in communication

Question 21

A self-produced event in which a firm schedules an industry expert to conduct an informational session with an audience is a ________.

A) trade show
B) conference
C) seminar
D) work event
E) breakout session

Question 22

Which of the following is a gathering of individuals from the same profession or industry who meet to share information about a topic?

A) third-party event
B) trade show
C) self-produced event
D) community forum
E) conference

Question 23

One of the MPR purposes for a firm that conducts an educational seminar for potential customers is ________.

A) diagnosing product failures
B) building credibility
C) leading panel discussions
D) pitching sales concepts
E) networking with peers

Question 24

Seminars and conferences used for MPR purposes should have which of the following characteristics?

A) hidden sales pitches
B) third-party management
C) creative booths
D) informative content
E) electronic press kits

Question 25

Which of the following is the most likely outcome of providing exceptional content at a seminar?

A) media attention
B) slow ticket sales
C) seminar pod casts
D) community marketing
E) connector dissatisfaction

Question 26

The majority of community and cause-related efforts supported by firms are intended to help the public and to ________.

A) support employee causes
B) increase employee retention
C) promote the firm
D) raise firm standards
E) meet the firm's mission

Question 27

A group of people with an interest in a shared topic or cause is known by which of the following terms?

A) clique
B) commonwealth
C) demographic
D) community
E) nationality

Question 28

Experiential marketing has been used on an increasing basis in recent years by which of the following industries?

A) clothing
B) automobile
C) beverage
D) tourism
E) computer

Question 29

The Mercedes' C-Spot events were primarily designed to ________.

A) generate personal relationships between the firm and the media
B) satisfy the needs and concerns of long-term Mercedes owners
C) encourage charitable donations among Mercedes owners
D) draw attention to special pricing opportunities
E) create interest among future luxury car buyers

Question 30

What is the first question to ask when a firm is planning a cause-related event?

A) What will it cost to use a third-party event planner ?
B) What charities are the competitors supporting?
C) How can employees and connectors strategically work together?
D) Does the charitable cause align with the firm's position?
E) Does the firm have the resources to self-produce the event?

Question 31

Whether a community or cause-related event is newsworthy depends most heavily on the event's ________.

A) takeaways
B) press kits
C) relevance to the audience
D) significance to upper management
E) usage of the firm's brand and logo

Question 32

All of the following are types of community and cause-related event formats EXCEPT ________.

A) trade shows
B) lectures
C) auctions
D) contests
E) dinner dances

Question 33

Which of the following refers to an event where attendees actively participate in an activity such as removing graffiti from city structures?

A) trade show
B) seminar
C) self-produced event
D) community forum
E) work event

Question 34

How does cause-related marketing most likely benefit a firm?

A) generating high amounts of revenue in the short-term
B) eliminating the need for costly advertising campaigns
C) offering an opportunity to distribute unwanted products
D) providing low-cost exposure of a firm's products
E) creating an opportunity to gather customer demographic data

Question 35

A ________ is the convening of media representatives by an organization for the purpose of making an announcement or providing an explanation about a specific subject.

A) discussion panel
B) press conference
C) community event
D) forum
E) workshop

Question 36

Which of the following terms refers to the master of ceremonies or facilitator of a press conference?

A) host
B) connector
C) executive
D) moderator
E) journalist

Question 37

The primary function of a moderator at a press conference is to ________.

A) rehearse answers with employees
B) ask the speaker questions
C) prepare visual aids for distribution
D) provide technical assistance to camera crews
E) maintain the focus of journalists at the event

Question 38

What is the most appropriate way to maximize visual impact at a press conference?

A) eliminate background noise
B) present a slide show
C) seat speakers close together
D) distribute copies of press releases
E) create a backgrounder for each speaker

Question 39

How can the audio impact of a press conference be improved to ensure the information is broadcasted on the radio?

A) distributing backgrounders
B) displaying firm banners and logos
C) bringing visual props like charts
D) providing good acoustics in the room
E) encouraging multiple speakers to answer questions

Question 40

The press conference scheduled for the Falcon's Lair "Best of the Nest" program would most likely be successful if the ________.

A) speaker made a few humorous comments
B) speaker's statements lasted at least twenty minutes
C) moderator refrained from controlling the questions being asked
D) speaker used Power Point slides to illustrate the message
E) speaker gave an impromptu statement instead of a prepared statement

Question 41

A third-party event benefits sponsoring firms because the purpose of the event is tailored to the marketing objectives of each organization.

Question 42

Trade shows, seminars, and conferences are events intended to facilitate personal contact with customers and connectors in a non threatening environment.

Question 43

A well-planned event can strengthen brand awareness and generate qualified sales leads.

Question 44

Successful MPR events clearly separate the image of an organization from the purpose or activities of the event.

Question 45

Event selection should be primarily based upon how well the topic of the event aligns with the firm's annual sales budget.

Question 46

Connectors should be kept informed before, during, and after an event to increase a firm's chances of garnering media attention about the event.

Question 47

Community events are sales-oriented activities that increase the opportunity for firms and potential buyers to interact on a personal level.

Question 48

Trade show management companies are a useful resource for information about the projected number of attendees at a trade show and the media that will most likely cover the show.

Question 49

MPR professionals must organize and execute trade shows more effectively in the modern world because of advances in communications technology and transportation services.

Question 50

Individuals who attend conferences have the opportunity to network with peers in the same industry or profession and to gain information from experts during panel discussions and presentations.

Question 51

Seminars and conferences used for MPR purposes should position organization outsiders as subject matter experts.

Question 52

For the purpose of community events, "community"
is defined as groups of people in the same geographic area or with a common interest in a specific cause.

Question 53

Luxury automobile manufacturers are spending fewer marketing dollars on experiential-marketing events because of the excessive costs associated with such campaigns.

Question 54

Employees of a firm that spend a weekend building a house for Habitat for Humanity are participating in a work event.

Question 55

Cause-related marketing serves firms by generating positive attitudes about the firm's products and breaking through advertising clutter in the marketplace.

Question 56

Location and backdrop are insignificant factors in the press conference planning process.

Question 57

Friday, Saturday, and Sunday are the best days of the week to get news coverage of a press conference.

Question 58

Invitations to a press conference should be given in advance to friendly politicians, allies, and local media outlets.

Question 59

During a press conference, it is best to speak without notes or a prepared speech to avoid sounding scripted.

Question 60

Prior to a press conference, journalists should be given background material and a copy of the press statement.

Question 61

What are the two primary categories for MPR event classification? Briefly describe the differences between the two.

Question 62

How can an organization create a presence at an MPR event?

Question 63

What is a trade show? How can firms benefit from participating in trade shows?

Question 64

Why has the effectiveness of trade shows been debated in recent years?

Question 65

What is the difference between a seminar and a conference?

Question 66

Briefly describe how MPR professionals can pitch connectors after a community or cause-related event is over.

Question 67

What characteristics of a location make it appropriate for a press conference? Provide a specific example of a location that benefitted a press conference.

Question 68

What are the guidelines for preparing a speaker to deliver a message at a press conference?

Question 69

How can the visual impact of a televised press conference be enhanced?

Question 70

What steps should be taken by MPR professionals when starting a press conference?

Question 71

What are the advantages and disadvantages of self-produced and third-party events?

Question 72

What are the different ways to make an MPR event successful for a firm?

Question 73

What does an MPR professional need to accomplish prior to a trade show to ensure that the event is a success? Explain your answer in detail.

Question 74

What are the steps that must be taken by MPR professionals prior to a community or cause-related event? Explain your answer in detail.

Question 75

What is the process for setting up a press conference? Explain your answer in detail.