Deck 13: Public Relations and Sponsorship Programs

Question 1

Assessing and managing a company's reputation will be as important as promoting its products.

Answer 1

True

Question 2

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

Answer 2

True

Question 3

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.

Answer 3

True

Question 4

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

Question 5

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 6

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

Question 7

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

Question 8

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

Question 9

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 10

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

Question 11

Interstate Battery's sponsorship of a NASCAR driver and car is an example of a sponsorship program.

Question 12

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

Question 13

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

Question 14

Business experts agree that socially responsible firms are more likely to thrive and survive in the long term.

Question 15

Interstate Battery's sponsorship of a NASCAR driver and car is an example of a public relations program.

Question 16

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 17

Labor unions and shareholders are internal stakeholders or publics.

Question 18

The decision criteria used in selecting advertising agencies can be applied to selecting a public relations firm.

Question 19

Employees are external stakeholders and owners are internal stakeholders.

Question 20

Just as in Hollywood, in a marketing communications program there is "no such thing as bad publicity."

Question 21

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

Question 22

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

Question 23

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

Question 24

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

Question 25

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

Question 26

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 27

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

Question 28

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

Question 29

The majority of consumers said they will switch brands to support a particular cause they care about.

Question 30

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

Question 31

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 32

Cause-related marketing and green marketing are essentially the same activity.

Question 33

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

Question 34

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

Question 35

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

Question 36

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

Question 37

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 38

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

Question 39

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 40

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

Question 41

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 damage control prevention strategy of enhancement.

Question 42

In terms of consumer segments, the Greenback Greens are less committed to environmentally safe products.

Question 43

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 44

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 45

Proactive damage control strategies include entitlings, enhancements, and crisis management.

Question 46

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

Question 47

Proactive prevention strategies include entitlings and enhancements.

Question 48

Claiming a product is environmentally-friendly when it is not is greenwashing.

Question 49

Greenwashing is the process of making a company more environmentally friendly by "washing away" negative practices.

Question 50

Damage control and greenwashing are essentially the same public relations practices.

Question 51

Entitlings and enhancements are reactive damage control public relations activities.

Question 52

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

Question 53

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

Question 54

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

Question 55

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

Question 56

Claiming a product is low-carb while displaying the waist line of a thin person is an example of an enhancement.

Question 57

Entitlings are a form of proactive prevention strategy that involves claiming responsibility for positive outcomes of events.

Question 58

Practically every company actively promotes its environmentally safe products.

Question 59

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

Question 60

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 61

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

Question 62

In choosing a sponsorship, marketers should match the audience profile with the company's target market.

Question 63

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 64

An expression of innocence is a form of impression management.

Question 65

Sports represent the majority of all sponsorships.

Question 66

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

Question 67

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

Question 68

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 69

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

Question 70

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

Question 71

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 72

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 as a form of impression management.

Question 73

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

Question 74

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 75

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 76

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

Question 77

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

Question 78

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

Question 79

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

Question 80

Impression management includes justifications, which are expressions of innocence.