Q&A Hero

Q: Assessment of a corporation's reputation begins: A) when company leaders take the time to conduct surveys and interviews to learn what people think of the organization, both internal and external to the company. B) with hiring a public relations firm to conduct a public relations audit of the firm's publicity. C) by counting hits a company has received in the public press. D) by developing a corporate image-building campaign.

Q: Which statement below reflects current consumer attitudes towards businesses? A) Most consumers believe that as a general rule, businesses follow good practices. It is the few that have been caught that generate the worst publicity. B) Most consumers believe corporate scandals, accounting fraud, and CEO greed are on the decline. C) Consumers are leery of big businesses, suspicious of business motives, and are unsure if any company can be trusted. D) Consumers believe big businesses cannot be trusted, but small businesses are normally honest and reputable.

Q: Which of the following statements about a corporation's reputation is true? A) Most corporate leaders clearly understand the reputations of their companies. B) Reputation of a company is not important for individuals seeking employment at a company. C) The company's reputation is vulnerable to both internal and external negative events. D) In the past decade most consumers have expressed greater trust and respect for various corporations, meaning the reputations have improved.

Q: Special interest groups are: A) internal stakeholders. B) disgruntled employees. C) external stakeholders. D) governmental stakeholders.

Q: All of the following are external stakeholders except: A) employees. B) channel members. C) customers. D) the media.

Q: Of the internal stakeholders, the group that is the most critical to the success of a firm is the: A) shareholders. B) employees. C) labor union. D) customers.

Q: All of the following are internal stakeholders except: A) employees. B) labor unions. C) shareholders. D) customers.

Q: A stakeholder is a: A) disinterested third party in a negotiation. B) member of a foreign government. C) person or group with a vested interest in a firm's well-being. D) lobbyist for a company.

Q: All of the following are stakeholders of a company except: A) suppliers of raw materials. B) foreign governments for a non-international company. C) the media. D) contributors to an unrelated charity.

Q: A person or group with a vested interest in a firm's well-being is a(n): A) stakeholder. B) arbitrator. C) foreign government. D) media buyer.

Q: The functions of public relations include all of the following except: A) create public image-building activities. B) prevent or reduce image damage. C) design direct response marketing programs. D) audit corporate social responsibility.

Q: Public relations functions include the following, except: A) identify internal and external stakeholders. B) create promotional materials that can be sent to customers. C) assess the corporate reputation. D) audit corporate social responsibility.

Q: One of the functions of a public relations department is to assess the company's reputation.

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

Q: In public relations, a hit is the negative mention of a company's name in a news story.

Q: The decision criteria used in selecting a public relations firm is different than criteria in selecting an advertising agency.

Q: Some individuals support creating a department of communications that would handle all of the marketing as well as public relations activities for a firm.

Q: In a marketing communications and impact on brand image there is "no such thing as bad publicity."

Q: The public relations department in a business is the area that manages publicity and communications with stakehoulders that are in contact with the company.

Q: Interstate Batteries' sponsorship of a NASCAR driver and car is an example of a sponsorship program.

Q: Interstate Batteries' sponsorship of a NASCAR driver and car is an example of a public relations program.

Q: In terms of measuring public relations, a news story about steering problems on Toyota vehicles is an example of a(n): A) public relations hit. B) event. C) negative tie-in. D) negative cross-promotion.

Q: In terms of measuring the impact of public relations, a hit can enhance: A) the use of a tagline. B) brand or company awareness. C) company or brand image. D) stock dividends.

Q: In a public relations program, a mention of the company's name in a news story is called a: A) press release. B) publication. C) hit. D) mention.

Q: In a public relations program, a hit is: A) an advertisement that is successful. B) a consumer promotion's tie in with publicity. C) a mention of the company's name in a news story. D) an advertising slogan with high recall.

Q: The first major decision company leaders must make concerning public relations is: A) who will handle the various activities, an internal department or an external agency. B) the objectives of the public relations effort. C) how it will be integrated with the firm's IMC plans. D) the criteria for the selection of a public relations firm.

Q: Some individuals would like to create a Department of ________ to oversee both the public relations activities and the marketing programs. A) Communications B) Advertising C) Specialty events D) Production

Q: The public relations department is the area in a company that: A) manages publicity and other communications with all groups that have contact with a firm. B) manages advertising and promotions. C) monitors quality control and operations. D) handles in-bound telemarketing calls.

Q: The unit in a company that manages publicity and other communications with all groups that has contact with a firm is the department of: A) communications. B) advertising. C) specialty events. D) public relations.

Q: When Interstate Batteries receives a positive news story about its involvement with NASCAR, it is an example of a(n): A) sports involvement. B) stakeholder statement. C) advertising equivalent. D) public relations hit.

Q: Interstate Batteries' involvement with NASCAR is an example of: A) involvement. B) event marketing. C) green marketing. D) sponsorship.

Q: The public relations function has become increasingly valuable in the international arena for all of the following reasons except: A) lack of sponsorship opportunities in many countries. B) impact of terrorism and war has heightened sensitivities of many nations. C) differences between cultures. D) growing number of international firms.

Q: Describe event marketing.

Q: The principles that guide the development of sponsorships domestically apply equally well to any international sponsorship.

Q: Due to cultural differences, public relations programs have become less important in international marketing efforts.

Q: Sponsorships and event marketing have increased in popularity during past decades due to their ability to enhance brand equity and brand awareness.

Q: Cross-promotions are used with event marketing to boost the impact of the event.

Q: A cross-promotion is a marketing event that ties together companies and activities around a specific theme.

Q: Tracking the results of an event marketing campaign and sponsorship is important in order to evaluate the investment.

Q: In choosing an event to sponsor, the event should not only meet the firm's objective, but it should also be a good match with the firm's customers, vendors, or employees.

Q: Event marketing and sponsorship programs should begin with company leaders determining the primary objectives of the program.

Q: Sponsoring a golfer in the Buick Open golf tournament is an example of event marketing.

Q: A rodeo held in Dallas sponsored by Lee Jeans is an example of event marketing.

Q: Event marketing is closely related to lifestyle marketing.

Q: The difference between event marketing and sponsorship marketing is the duration of the program being featured.

Q: Sponsoring bloggers has become a new form of product sponsorship for companies.

Q: Event marketing occurs when a company sponsors a specific event, such as the Special Olympics, at a particular venue.

Q: Sponsorships and event-marketing have increased in popularity during the past decade due to their potential to: A) produce pro-active damage control mechanisms. B) boost sales and profits. C) reach consumers on a one-to-one basis. D) accelerate new product development.

Q: Wholly Guacamole advertising a special brand alliance with Sonic restaurants is an example of: A) sponsorship marketing. B) event marketing. C) specialty marketing. D) a cross-promotion.

Q: 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 a(n) ________ promotion. A) local B) corporate C) advertising D) cross

Q: 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? A) Festival and fair B) Sports-related events C) Entertainment-related events D) Cause-related events

Q: When planning a sponsorship or event marketing program, the final essential ingredient or step is to: A) identify the competition. B) differentiate the sponsorship or event. C) qualify prospects. D) track results.

Q: When planning a sponsorship or event marketing program, after the marketing team establishes promotions of the event or sponsorship, the next step would be to: A) create objectives. B) identify key publics. C) include the company in all brochures and advertising. D) monitor the event.

Q: When planning a sponsorship or event marketing program, after the marketing team matches the event with the company's customers, vendors, or employees, the next step would be to: A) promote the sponsorship or event. B) differentiate the sponsorship or event. C) create objectives. D) track results.

Q: When planning a sponsorship or event marketing program, after the marketing group decides on the objective, the next step would be to: A) plan a method of tracking the results. B) advertise the event. C) promote the event to the firm's customers and employees. D) match the event with the firm's customers, vendors, and employees.

Q: The first step in developing a sponsorship or event marketing program is to: A) define the company's target audience. B) define the company's customer profile. C) determine the communication objective. D) choose the event.

Q: A Coca-Cola booth at spring break on South Padre Island is an example of ________ marketing. A) sponsorship B) event C) specialty D) cross-promotion

Q: Conducting a health fair at a local hospital is an example of ________ marketing. A) sponsorship B) event C) cause-related D) social

Q: A Hispanic fiesta held in Houston, Texas funded by a food company is an example of: A) sponsorship marketing. B) event marketing. C) cause-related marketing. D) a cross-promotion.

Q: When a firm supports a specific event, such as a local youth baseball tournament, it is ________ marketing. A) sponsorship B) event C) cause-related D) tie-in

Q: Describe sponsorship marketing.

Q: Assessment of a sponsorship is not usually performed because of the challenge of finding meaningful measures.

Q: One objective of a sponsorship can be to increase a firm's visibility.

Q: Unless a sponsorship is surrounded by supporting marketing efforts, the money invested may not accomplish its objectives.

Q: To maximize the benefits of a sponsorship effort, company leaders should define the primary goals of the program.

Q: When creating a sponsorship program, marketers should match the audience profile with the company's target market.

Q: Sponsoring cultural events, such as classical music groups, jazz bands, visual art exhibits, and noted painters, best fits manufacturers and mass merchandising types of retail stores.

Q: In terms of expenditures on sponsorships and events the second largest category of expenditures is for the arts.

Q: Sports represent the majority of all sponsorships.

Q: Sponsorship marketing occurs when a company pays money to sponsor a person or group involved in an activity.

Q: Sponsorships and event marketing are used by companies to created a short-term burst in sales.

Q: Blogs and social media have been used to promote products in which programs? A) Entitlings B) Enhancements C) Sponsorships and events D) Product placements and branded entertainment

Q: Which format has experienced increased usage in sponsorship programs? A) Television advertising B) PR hits C) Blogs and social media D) Public relations

Q: Sponsorships are typically used to accomplish each of the following objectives. except: A) showcase specific goods and services. B) sell excess inventory. C) enter international markets. D) help a firm develop closer relationships with current and perspective customers.

Q: Sponsorships are typically used to accomplish each of the following objectives except: A) enhance a company's image. B) increase a firm's visibility. C) increase total product offerings. D) differentiate a company from its competitors.

Q: In choosing a sponsorship, it is important for a marketing team to: A) choose local groups or individuals to sponsor. B) match the audience profile with the company's target market. C) develop a method of assessment prior to engaging in the sponsorship program. D) choose an individual or group that is well known to maximize the sponsorship impact.

Q: Companies that serve high-end clients have moved away from sponsoring sporting events to sponsoring more: A) cultural events. B) entertainment, tours, and attractions. C) causes. D) festivals, fairs, and annual events.

Q: A local restaurant that pays for the arena to host a rodeo for children with disabilities is involved in: A) sponsorship marketing. B) event marketing. C) mobile marketing. D) cause-related marketing.

Q: A local race car driver who displays advertising on his or her car is involved in ________ marketing. A) sponsorship B) event C) mobile D) cause-related

Q: Paying for an advertisement promoting a concert tour by a band and creating tie-ins with company products at the concerts is an example of ________ marketing. A) sponsorship B) event C) cause-related D) musical