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Exam 13: Public Relations and Sponsorship Programs

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Question 1

True/False

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

A) True
B) False

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Question 2

Multiple Choice

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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.

E) B) and D)
F) All of the above

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Question 3

Multiple Choice

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A person or group with a vested interest in a firm's well-being is a(n) :

Strong corporate and brand names can enhance a business during good times and protect it during a crisis or when problems arise.

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:

The public relations department is the area in a company that:

Discuss the various damage control strategies that can be used by a firm.

Corporate social responsibility is the obligation an organization has to be ethical, accountable, and reactive to the needs of society.

Labor unions and shareholders are external stakeholders.

Who are the major external stakeholders for a public relations department to consider?

Define corporate social responsibility.

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

When tires on new Ford vehicles were blowing out prematurely, Ford CEO Jacques Nasser blamed Bridgestone/Firestone for the problem. Bridgestone, in turn, blamed drivers for the problem stating the tires were not inflated sufficiently. Bridgestone/Firestone used which method?

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the two groups that are heavy users of green products are:

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the group most willing to buy green marketing products and is politically active is:

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

What is greenwashing and what are the potential negative effects of it?

Impression management includes justifications, which use logic designed to reduce the degree of negativity associated with the predicament.

A department of communications can be designed to handle all of the marketing as well as public relations activities for a firm.

Describe the public relations department and the nature of a hit.