Deck 13: Public Relations and Sponsorship Programs

Question 1

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 1

A

Question 2

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

Answer 2

False

Question 3

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

Answer 3

True

Question 4

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 5

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 6

Interstate Batteries' involvement with NASCAR is an example of:

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

Question 7

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

Question 8

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 9

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

Question 10

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

Question 11

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

Question 12

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 13

In a public relations program, a hit can enhance:

A)the use of a tagline.
B)brand or company awareness.
C)company or brand image.
D)stock dividends.

Question 14

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

Question 15

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.

Question 16

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

Question 17

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 18

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 19

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

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

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

Question 22

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 greenwashing.
D)the obligation an organization has to be ethical, accountable, and reactive to the needs of society.

Question 23

Each of the following is an external stakeholder, except:

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

Question 24

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 25

The functions of public relations include each 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 26

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 27

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 28

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 29

Special interest groups are:

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

Question 30

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

Question 31

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 32

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 33

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 34

Employees are external stakeholders of an organization.

Question 35

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 36

All of the following are internal stakeholders except:

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

Question 37

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 38

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 39

Each of the following is a company stakeholder, except:

A)suppliers of raw materials.
B)foreign governments for a non-international company.
C)the media.
D)contributors to an unrelated charity.

Question 40

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

Question 41

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

Question 42

What are the five key public relations functions?

Question 43

Financial analysis has revealed that socially responsible firms are unlikely to thrive and survive in the long term.

Question 44

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

Question 45

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

Question 46

Labor unions and shareholders are external stakeholders.

Question 47

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

Question 48

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 49

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 50

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

Question 51

Define purpose or pro-social marketing.

Question 52

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 53

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

Question 54

Define corporate social responsibility.

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

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

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

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

Question 59

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

Question 60

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

Question 61

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 62

Developing products that are environmentally-friendly is called:

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

Question 63

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 64

In choosing a cause-related program, company leaders 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 65

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 66

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 67

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 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

Marketers engage in cause-related marketing for each 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 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

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 72

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

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

Question 73

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 74

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 75

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.

Question 76

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 77

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 78

Each of the following is a potential benefit of cause-related marketing, except:

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

Question 79

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

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

Question 80

Biodegradable laundry detergent is an example of:

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