Question 1

Which of the following statements about a corporation's reputation is true?

Accepted Answer

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.E) C) and D)
F) B) and C)

Question 2

The unit in a company that manages publicity and other communications with all groups that has contact with a firm is the department of:

Accepted Answer

A)   communications.
B)   advertising.
C)   specialty events.
D)   public relations.E) A) and C)
F) All of the above

Question 3

Interstate Batteries' involvement with NASCAR is an example of:

Accepted Answer

A)   involvement.
B)   event marketing.
C)   green marketing.
D)   sponsorship.E) B) and C)
F) A) and D)

Question 4

True Blue Greens and Sprouts are heavy users of green products.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

All of the following are internal stakeholders except:

Accepted Answer

A)   employees.
B)   labor unions.
C)   shareholders.
D)   customers.E) C) and D)
F) A) and D)

Question 7

A company has little influence on what external stakeholders should think or say about the company.

Accepted Answer

A) True 
 B)False

Question 8

When dealing with a negative situation, if company leaders try to convince the public the firm is not responsible and the predicament could not have been foreseen, the company is using an excuse as a form of impression management.

Accepted Answer

A) True 
 B)False

Question 9

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:

Accepted Answer

A)   create objectives.
B)   identify key publics.
C)   include the company in all brochures and advertising.
D)   monitor the event.E) B) and D)
F) C) and D)

Question 10

Each of the following is an impression management technique except:

Accepted Answer

A)   expression of innocence.
B)   excuses.
C)   justification.
D)   entitlings.E) B) and C)
F) C) and D)

Question 11

If negative publicity is combated in a chat room on the internet, the approach being used is an:

Accepted Answer

A)   impression management.
B)   entitling.
C)   enhancement.
D)   internet intervention.E) B) and D)
F) All of the above

Question 12

A strong company image that takes years to build may be destroyed in just a few weeks or months if something bad happens.

Accepted Answer

A) True 
 B)False

Question 13

While consumers favor green marketing and environmentally safe products, actual purchases only occur when all things are considered equal, such as price, quality, convenience, and performance.

Accepted Answer

A) True 
 B)False

Question 14

Apology strategies are most often used in situations in which:

Accepted Answer

A)   the violation was a major situation affecting a large number of people.
B)   the violation was minor or the company cannot escape being found guilty.
C)   an individual within the company has acted inappropriately, but the company itself has not.
D)   legal charges have been filed against the company or someone in the company.E) A) and B)
F) A) and C)

Question 15

The first step in developing a sponsorship or event marketing program is to:

Accepted Answer

A)   define the company's target audience.
B)   define the company's customer profile.
C)   determine the communication objective.
D)   choose the event.E) A) and B)
F) B) and D)

Question 16

What is cause-related marketing and why is it important?

Accepted Answer

Cause-related marketing is a program whe...

Question 17

When the public relations department issues a statement saying, "Our competitors deliberately made misstatements about the way to use our product, and people were injured as a result" it is an example of:

Accepted Answer

A)   expression of innocence.
B)   excuse.
C)   rationalization.
D)   justification.E) C) and D)
F) All of the above

Question 18

The marketing or social media department makes sure internal publics and the general public are both aware of a corporation's social responsibility efforts.

Accepted Answer

A) True 
 B)False

Question 19

An apology strategy to manage a negative publicity situation should include each of the following elements except:

Accepted Answer

A)   an expression of guilt.
B)   a statement recognizing the inappropriate behavior.
C)   acceptance of sanctions because of wrong behavior.
D)   a statement about behaviors of the competition.E) B) and C)
F) A) and C)

Question 20

In deciding on a green marketing or pro-environmental approach, the public relations department should make sure the company's customers will not be alienated by such an approach.

Accepted Answer

A) True 
 B)False

Exam 13: Public Relations and Sponsorship Programs

What is cause-related marketing and why is it important?

Correct AnswerverifiedCause-related marketing is a program whe...View AnswerShow Answer

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:

Correct AnswerverifiedShow Answer

A strong company image that takes years to build may be destroyed in just a few weeks or months if something bad happens.

Correct AnswerverifiedShow Answer

The unit in a company that manages publicity and other communications with all groups that has contact with a firm is the department of:

Correct AnswerverifiedShow Answer

When dealing with a negative situation, if company leaders try to convince the public the firm is not responsible and the predicament could not have been foreseen, the company is using an excuse as a form of impression management.

Correct AnswerverifiedShow Answer

True Blue Greens and Sprouts are heavy users of green products.

Correct AnswerverifiedShow Answer

If negative publicity is combated in a chat room on the internet, the approach being used is an:

Correct AnswerverifiedShow Answer

Interstate Batteries' involvement with NASCAR is an example of:

Correct AnswerverifiedShow Answer

Which of the following statements about a corporation's reputation is true?

Correct AnswerverifiedShow Answer

Apology strategies are most often used in situations in which:

Correct AnswerverifiedShow Answer

When the public relations department issues a statement saying, "Our competitors deliberately made misstatements about the way to use our product, and people were injured as a result" it is an example of:

Correct AnswerverifiedShow Answer

In deciding on a green marketing or pro-environmental approach, the public relations department should make sure the company's customers will not be alienated by such an approach.

Correct AnswerverifiedShow Answer

An apology strategy to manage a negative publicity situation should include each of the following elements except:

Correct AnswerverifiedShow Answer

Each of the following is an impression management technique except:

Correct AnswerverifiedShow Answer

A company has little influence on what external stakeholders should think or say about the company.

Correct AnswerverifiedShow Answer

All of the following are internal stakeholders except:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The marketing or social media department makes sure internal publics and the general public are both aware of a corporation's social responsibility efforts.

Correct AnswerverifiedShow Answer

While consumers favor green marketing and environmentally safe products, actual purchases only occur when all things are considered equal, such as price, quality, convenience, and performance.

Correct AnswerverifiedShow Answer

The first step in developing a sponsorship or event marketing program is to:

Correct AnswerverifiedShow Answer

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Cause-related marketing is a program whe...
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