Deck 13: Public Relations and Sponsorship Programs

Question 1

The human resource department plays a vital role in preparing effective internal public relations messages.

Answer 1

True

Question 2

Strong corporate and brand names can enhance businesses during good times and protect them during a crisis or when a problem occurs.

Answer 2

True

Question 3

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

Answer 3

False

Question 4

Employees are external stakeholders and owners are internal stakeholders.

Question 5

It is easier for the public relations department to access internal stakeholders as opposed to external stakeholders.

Question 6

One of the functions of public relations is to assess the company's reputation.

Question 7

While the overall message to each stakeholder group should be the same,each message should be tailored to meet the different expectations of the various audiences.

Question 8

Buzz and publicity were important components of the success of the Harry Potter series.

Question 9

A stakeholder is a person or group with a vested interest in an organization's well-being.

Question 10

One of the functions of public relations is to audit the company's social responsibility and to develop cause-related or other types of programs to enhance the company's social responsibility image.

Question 11

The public relations department is the unit in the firm that manages publicity and communications with other groups that are in contact with the company.

Question 12

The company has little influence on what external stakeholders should think or say about it.

Question 13

Most company leaders do a thorough job of understanding the corporation's reputation.

Question 14

Labor unions and shareholders are internal stakeholders or publics.

Question 15

A hit is the mention of a company's name in a news story.

Question 16

One of the functions of public relations is to create positive image-building activities through developing sponsorships and cause-related programs that enhance the company's image.

Question 17

The public relations department is the unit in the firm that manages items such as advertising and consumer promotions.

Question 18

The marketing department tends to create contact points with customers and potential customers; the public relations department deals with the other contact points that are created or are unplanned.

Question 19

The key to managing external stakeholders is for the public relations department to constantly send out positive information about the company to all of the external stakeholder groups.

Question 20

A hit may or may not be a positive news story.

Question 21

Cause-related marketing can reduce the problem of brand parity by helping consumers feel more loyal to a brand.

Question 22

Green marketing is the development and promotion of products that are environmentally safe.

Question 23

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

Question 24

In terms of consumer segments,the Grousers do not care about environmental issues or social issues.

Question 25

Cause-related marketing is an internal program working with company employees.

Question 26

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

Question 27

The key to cause-related marketing is to find a cause that resonates with consumers,whether or not that cause matches a particular company's business.

Question 28

A code of ethics for a profession or company is one element of a social responsibility program.

Question 29

Cause-related marketing integrates a marketing program with some type of charity in order to generate good will.

Question 30

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.

Question 31

The consumer segment called True Blue Greens are the most likely to buy environmentally safe products.

Question 32

Most consumers will buy green products even if the quality is slightly lower.

Question 33

In terms of consumer segments,both the True Blue Greens and the Sprouts are heavy users of green products.

Question 34

Approximately two-thirds of consumers said they will switch brands to support a particular cause they care about.

Question 35

While Coca-Cola is involved in pro-environment activities,it does not widely publicize these activities because company leaders believe they will not gain more customers.

Question 36

Less than half of the companies in the United States have someone assigned to monitor corporate reputation.

Question 37

Cause-related marketing is important to nonprofit organizations because of increased competition among nonprofits for corporate support.

Question 38

Assessment of a firm's reputation begins with company leaders taking the time to conduct surveys and interviews of what people think of the company.

Question 39

In choosing a cause-related program,the marketing team should focus on causes that in some manner relate to the company's business.

Question 40

The purpose of a social responsibility audit is to develop a corporate code of ethics and make sure everyone in the organization is aware of the code and is following it.

Question 41

Proactive prevention strategies for damage control include entitlings,enhancements,and justifications.

Question 42

Enhancements is a form of reactive damage control strategy that focuses on the positive aspect of an event that occurs.

Question 43

If a company uses an apology strategy in a negative crisis situation,it will only work if the public feels the apology is sincere and heartfelt.

Question 44

Practically every company actively promotes its environmentally safe products.

Question 45

An apology strategy is an impression management technique that is often used by companies in reacting to negative events.

Question 46

In 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 excuses are a form of impression management.

Question 47

In terms of proactive prevention strategies to prevent negative publicity,enhancements involve the attempt to increase the desirable outcome of an event in the eyes of the public.

Question 48

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

Question 49

Claiming that a product is low-carb,even when it has a high amount of fat and calories,is an example of using an enhancement strategy.

Question 50

To spread negative information about a company or brand using the Internet,an individual can utilize e-mail,chat rooms,rogue Web sites,and Internet blogs.

Question 51

Entitlings are a form of image damage prevention involving claiming responsibility for positive outcomes of events.

Question 52

Damage control is reacting to negative events caused by a company error,consumer grievances,or when unjustified or exaggerated negative press appears.

Question 53

A crisis does not always have to be negative.It can be an opportunity for a company to improve its position in the market and enhance its image.

Question 54

Showing a sports star from a team that just won a championship on the cover of a box of Wheaties is an example of using the proactive prevention strategy of enhancements.

Question 55

Crisis management involves accepting the blame for an event and offering an apology or vigorously defending the company when negative charges have been made.

Question 56

In using an apology strategy to a crisis situation,the firm must acknowledge its inappropriate behavior and make a commitment not to engage in any further inappropriate behavior.

Question 57

Internet interventions are designed to combat negative word-of-mouth communication.

Question 58

Damage control is only used when consumers are making unjustified complaints against a company.

Question 59

Reactive damage control strategies include Internet interventions,crisis management,and impression management techniques.

Question 60

In dealing with a negative situation,if company leaders provide information designed to convince others that the company was not responsible for the negative situation,the company is using excuses as a form of impression management.

Question 61

Sponsorships and event marketing are used by companies to build brand loyalty and to develop positive feelings toward the company.

Question 62

An expression of innocence is a form of impression management.

Question 63

Sports represent the majority of all sponsorships.

Question 64

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

Question 65

In choosing a sponsorship,it is important to match the audience profile with the company's target market.

Question 66

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

Question 67

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

Question 68

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

Question 69

It is important to have some method of assessment of a sponsorship to ensure objectives are met.

Question 70

When Tiger Woods plays in the Buick Open the golf tournament is an example of event marketing.

Question 71

FedEx uses sponsorships to build brand awareness.

Question 72

After choosing an event to sponsor,a firm's marketing managers should then decide on the objective they want to accomplish.

Question 73

To maximize the benefits of a sponsorship effort,it is important to define the primary goals of the program.

Question 74

Impression management is the process of making an apology for a mistake.

Question 75

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

Question 76

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

Question 77

In choosing an event to sponsor,it should not only meet the firm's objective for the event,but it should also match the firm's customers,vendors,or employees depending on which constituency is the focus of the objective.

Question 78

In terms of expenditures on sponsorships and events,sports is the largest category.The second largest category of expenditures is for the arts.

Question 79

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

Question 80

Event marketing is closely related to lifestyle marketing.