Deck 13: Public Relations and Sponsorship Programs

Question 1

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.

Answer 1

C

Question 2

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.

Answer 2

A

Question 3

Interstate Batteries' involvement with NASCAR is an example of:

A) involvement.
B) event marketing.
C) green marketing.
D) sponsorship.

Answer 3

D

Question 4

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.

Question 5

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.

Question 6

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.

Question 7

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.

Question 8

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.

Question 9

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

Question 10

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

Question 11

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

Question 12

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

Question 13

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

Question 14

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

Question 15

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.

Question 16

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

Question 17

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

Question 18

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

Question 19

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

Question 20

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.

Question 21

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.

Question 22

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

Question 23

Corporate social responsibility is:

A) less of a concern due to better quality governmental oversight of business.
B) a form of marketing based on sponsorships and events.
C) the obligation consumers have to shop from companies engaged in green marketing.
D) the obligation an organization has to be ethical, accountable, and reactive to the needs of society.

Question 24

Special interest groups are:

A) internal stakeholders.
B) disgruntled employees.
C) external stakeholders.
D) governmental stakeholders.

Question 25

It is not important for a public relations firm to understand a company's integrated marketing campaign theme, because a public relations firm primarily deals with non-customer stakeholders.

Question 26

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

Question 27

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.

Question 28

Advertising that focuses on the values, behaviors, and beliefs of a company is:

A) image enhancing marketing.
B) cause-related marketing.
C) purpose or pro-social marketing.
D) corporate social responsibility.

Question 29

Employees are external stakeholders of an organization.

Question 30

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.

Question 31

Labor unions and shareholders are external stakeholders.

Question 32

All of the following are external stakeholders except:

A) employees.
B) channel members.
C) customers.
D) the media.

Question 33

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

Question 34

The obligation an organization has to be ethical, accountable, and reactive to the needs of society is:

A) public relations.
B) corporate social responsibility.
C) marketing myopia.
D) sponsorship marketing.

Question 35

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.

Question 36

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.

Question 37

All of the following are internal stakeholders except:

A) employees.
B) labor unions.
C) shareholders.
D) customers.

Question 38

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.

Question 39

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.

Question 40

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.

Question 41

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

Question 42

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 43

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

Question 44

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

Question 45

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

Question 46

What are the five key public relations functions?

Question 47

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

Question 48

Financial analysis has found that socially responsible firms are less likely to thrive and survive in the long term.

Question 49

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

Question 50

Cause-related marketing is based on the idea that:

A) it enhances brand parity.
B) it has a direct impact on sales and profits.
C) consumers are more likely to make purchases from companies that support a good cause.
D) social responsibility is a critical part of every company's operation.

Question 51

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

Question 52

Most companies in the United States have someone assigned to monitor corporate reputation.

Question 53

The marketing department tends to deal with customers and potential customers while the public relations department deals with the other non-customers.

Question 54

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

Question 55

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

Question 56

Marketers use cause-related marketing for all of the following reasons except:

A) help develop stronger brands.
B) help move consumers toward brand loyalty.
C) encourage consumers to switch brands.
D) increase the level of brand parity.

Question 57

A program that ties marketing to a charity in order to generate goodwill is called:

A) cause-related marketing.
B) social responsibility marketing.
C) social media marketing.
D) sponsorship marketing.

Question 58

A new trend in corporate social responsibility, purpose marketing, focuses ads on values, behaviors, and beliefs of the company's high-ranking officers.

Question 59

Cause-related marketing is:

A) a type of internet intervention.
B) a program that ties marketing to a charity or non-profit organization.
C) the same thing as green marketing.
D) causing buyers to want to buy a product due to an effective cross-promotion.

Question 60

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

Question 61

Claiming to be environmentally-friendly when a company is not is:

A) greenwashing.
B) green marketing.
C) brown washing.
D) green entitlement.

Question 62

Biodegradable laundry detergent is an example of:

A) cause-related marketing.
B) event marketing.
C) green marketing.
D) positive public relations.

Question 63

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) True-Blue Greens.
B) Greenback Greens.
C) Sprouts.
D) Basic Buyers.

Question 64

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

Question 65

Developing products that are environmentally-friendly is:

A) cause-related marketing.
B) event marketing.
C) green marketing.
D) positive public relations.

Question 66

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, all of the following groups are not committed to green marketing or have little commitment except:

A) Sprouts.
B) Grousers.
C) True-Blue Greens.
D) Basic Browns.

Question 67

All of the following are possible benefits of cause-related marketing except:

A) additional customers.
B) counter competitive actions.
C) reduced negative public opinion.
D) consumer goodwill for the future.

Question 68

When a dentist provides free services to women living in a shelter, it is:

A) event marketing.
B) a form of entitling.
C) cause-related marketing.
D) altruism.

Question 69

Which statement is true about green marketing?

A) It almost always is effective.
B) It will work even when product quality is lower.
C) It reaches every purchasing group equally.
D) It is not always advertised or promoted by companies involved.

Question 70

The danger with greenwashing is that it can:

A) affect a company's ability to produce additional new products.
B) result in losing the grousers and sprouts segments of the market.
C) damage a company's reputation by bloggers pointing out a company is not truly green.
D) require investing in cause-related marketing to correct the situation.

Question 71

In choosing a cause-related program, a company should focus on causes that:

A) employees are involved with.
B) the local community supports.
C) are not supported by the company's primary competitors.
D) relate to the company's business.

Question 72

Green marketing is:

A) a form of cause-related marketing.
B) an internet intervention focused on money-making.
C) developing and selling environmentally friendly products.
D) a type of apology strategy in which money is paid to the victim.

Question 73

While consumers favor green marketing and environmentally safe products, most consumers are not willing to:

A) purchase these products because of higher prices.
B) support companies that are not pro-environment.
C) sacrifice price, quality, convenience, availability, or performance.
D) take time to decide which causes to support.

Question 74

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

Question 75

A company that stops using styrofoam containers due to harm of the environment and starts using recycled paper provides an example of:

A) event marketing.
B) green marketing.
C) altruistic effort.
D) cause-related marketing.

Question 76

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

A) True-Blue Greens and Sprouts.
B) Greenback Greens and Basic Browns.
C) Greenback Greens and True-Blue Greens.
D) Grousers and Sprouts.

Question 77

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

Question 78

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

Question 79

With regard to the public relations aspect of cause-related marketing, a company wishing to benefit should:

A) make sure the public is always aware of any cause-related marketing they support.
B) spend some money to publicize causes, but the amount should not be significant.
C) not publicize causes because the public will think any effort to do so is shameless self-aggrandizement.
D) spend approximately 25 percent of whatever is given to a cause on publicizing the cause.

Question 80

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the group that includes heavy users of green marketing products, but is not politically active is called:

A) True-Blue Greens.
B) Greenback Greens.
C) Sprouts.
D) Basic Buyers.