Question 1

Marketing public relations messages should come across as _____.

Accepted Answer

A)   advertisements 
B)   unbiased reports from journalists 
C)   special promotions 
D)   behavior-influencing advertisements 
E)   journalistic investigationsF) A) and B)
G) A) and C)

Question 2

_____ 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)   MarketingF) None of the above
G) B) and D)

Question 3

An executive-statement release may address _____.

Accepted Answer

A)   comments on environmental issues 
B)   forecasts of future sales 
C)   new marketing programs 
D)   views on foreign competition 
E)   All of these are correct.F) B) and D)
G) B) and C)

Question 4

A _____ rumor involves supposed company policies or practices that are threatening or ideologically undesirable to consumers.

Accepted Answer

A)   contamination 
B)   competitive 
C)   jagged 
D)   conspiracy 
E)   plantedF) All of the above
G) A) and E)

Question 5

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 6

A company cannot engage in corporate philanthropy without tying it to a CRM effort for which it must be held financially accountable.

Accepted Answer

A) True 
 B)False

Question 7

Sponsorships can be an enormous wast of money and a drain on the marketing budget if there is not a well-structured business case and a management plan.

Accepted Answer

A) True 
 B)False

Question 8

It has been estimated that the average American consumer participates in excess of 120 WOM conversations over the course of a typical week,with conversations focusing most often on _____.

Accepted Answer

A)   food, beverages and dining 
B)   media and entertainment 
C)   sports and hobbies 
D)   shopping and retail 
E)   All of these are correct.F) A) and E)
G) None of the above

Question 9

Which of the following activities should be included in an antirumor campaign?

Accepted Answer

A)   Deciding the specific points in the rumor that need to be refuted 
B)   Emphasizing that the rumor is untrue or unfair 
C)   Picking appropriate media and vehicles for delivering the antirumor message 
D)   Selecting a credible spokesperson to deliver the message on the company's behalf 
E)   All of these are correct.F) A) and B)
G) D) and E)

Question 10

Public relations efforts can be aimed at _____.

Accepted Answer

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

Question 11

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 consumersF) B) and E)
G) A) and B)

Question 12

Marzetta has information about many kinds of products,stores,and other facets of markets,and initiates discussions with consumers and responds to requests from consumers for market information.Marzetta is a(n) _____.

Accepted Answer

A)   market leader 
B)   opinion initiator 
C)   market maven 
D)   innovator 
E)   product engineerF) All of the above
G) A) and D)

Question 13

Quick and positive responses to negative publicity are imperative.

Accepted Answer

A) True 
 B)False

Question 14

Sponsorships cannot be justified unless there is proof that _____ are being achieved.

Accepted Answer

A)   brand awareness and knowledge 
B)   target market penetration and response 
C)   message and media objectives 
D)   brand equity and financial objectives 
E)   consumer attitude and behavior changeF) B) and C)
G) A) and E)

Question 15

Ambush marketing is illegal.

Accepted Answer

A) True 
 B)False

Question 16

_____ takes place when companies that are not official sponsors of an event undertake marketing efforts to convey the impression that they are.

Accepted Answer

A)   Reactive MPR 
B)   Proactive MPR 
C)   Guerilla marketing 
D)   Ambush marketing 
E)   Stealth marketingF) C) and E)
G) A) and D)

Question 17

Almost 75 percent 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 activitiesF) None of the above
G) A) and B)

Question 18

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)   tacticalF) C) and D)
G) D) and E)

Question 19

Relationships forged between a brand and a sponsored event can serve to enhance a brand's equity,both by enhancing its image and by _____.

Accepted Answer

A)   reaching the current target market 
B)   taking the place of advertising in building buzz 
C)   increasing consumers' awareness of the brand 
D)   convincing consumers' of the uniqueness of the brand 
E)   serving as a sales promotion deviceF) A) and B)
G) A) and C)

Question 20

Companies are able to avoid the clutter inherent in advertising media by attaching their names to special events and causes.

Accepted Answer

A) True 
 B)False

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

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.

Correct AnswerverifiedShow Answer

Quick and positive responses to negative publicity are imperative.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Sponsorships can be an enormous wast of money and a drain on the marketing budget if there is not a well-structured business case and a management plan.

Correct AnswerverifiedShow Answer

Which of the following activities should be included in an antirumor campaign?

Correct AnswerverifiedShow Answer

A _____ rumor involves supposed company policies or practices that are threatening or ideologically undesirable to consumers.

Correct AnswerverifiedShow Answer

Marzetta has information about many kinds of products,stores,and other facets of markets,and initiates discussions with consumers and responds to requests from consumers for market information.Marzetta is a(n) _____.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Almost 75 percent of expenditures spent on event sponsorship goes toward sponsoring _____.

Correct AnswerverifiedShow Answer

An executive-statement release may address _____.

Correct AnswerverifiedShow Answer

Companies are able to avoid the clutter inherent in advertising media by attaching their names to special events and causes.

Correct AnswerverifiedShow Answer

Public relations efforts can be aimed at _____.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Relationships forged between a brand and a sponsored event can serve to enhance a brand's equity,both by enhancing its image and by _____.

Correct AnswerverifiedShow Answer

Marketing public relations messages should come across as _____.

Correct AnswerverifiedShow Answer

Ambush marketing is illegal.

Correct AnswerverifiedShow Answer

A company cannot engage in corporate philanthropy without tying it to a CRM effort for which it must be held financially accountable.

Correct AnswerverifiedShow Answer

It has been estimated that the average American consumer participates in excess of 120 WOM conversations over the course of a typical week,with conversations focusing most often on _____.

Correct AnswerverifiedShow Answer

_____ takes place when companies that are not official sponsors of an event undertake marketing efforts to convey the impression that they are.

Correct AnswerverifiedShow Answer

Sponsorships cannot be justified unless there is proof that _____ are being achieved.

Correct AnswerverifiedShow Answer

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