Deck 21: Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Question 1

A company cannot engage in corporate philanthropy without tying it to a CRM effort for which it must be held financially accountable.

Answer 1

False

Question 2

Feature articles are expensive to prepare.

Answer 2

False

Question 3

Even with cause-related marketing,brand marketers must show that their efforts yield sufficient return on investment or meet other objectives to make it worthwhile.

Answer 3

True

Question 4

A person who is an opinion leader in one consumption area will probably also be generally influential on other,unrelated,areas.

Question 5

Quick and positive responses to negative publicity are imperative.

Question 6

Viral marketing accomplishes positive WOM by using social networks to achieve marketing objectives through a self-replicating process.

Question 7

Marketing public relations messages come across not as advertisements but as unbiased reports from journalists.

Question 8

One of the best ways to ignite explosive self-generating demand for a new product is to get it into the hands of a celebrity.

Question 9

All new products can rely on publicity for successful introductions.

Question 10

Public relations efforts should not be aimed at employees.

Question 11

Proactive marketing public relations is dictated by a company's marketing budget.

Question 12

Reactive marketing public relations deals typically with influences that have negative consequences for an organization.

Question 13

Research has shown that those who are loyal to a company or brand are more likely to experience diminished evaluations following negative publicity about that company.

Question 14

Commercial rumors are widely circulated but unverified propositions about a product,brand,company,store,or other commercial target.

Question 15

Product releases cover views on foreign competition and global developments.

Question 16

Executive-statement releases may address such topics as forecasts of future sales or views on the economy.

Question 17

The final step in measuring the success of event sponsorship is to take the pre-event baseline measurement and compare it to a control group.​​ 

Question 18

Feature articles are detailed descriptions of products or other newsworthy programs that are written by a public relations firm for immediate publication or airing by print or broadcast media or distribution via appropriate online sites.

Question 19

Proactive marketing public relations is undertaken as a result of external pressures.

Question 20

Marketing public relations messages are considerably more expensive than advertisements.

Question 21

A common form of cause-related marketing consists of a company contributing to a cause every time the customer undertakes some action that supports the company and its brands.

Question 22

Sponsorships can be an enormous wast of money and a drain on the marketing budget if there is not a well-structured business case and a management plan.

Question 23

Event sponsorship typically involves supporting causes deemed to be of interest to some facet of society.

Question 24

Ambush marketing is illegal.

Question 25

Opinion leadership influence is typically restricted to one or several consumption topics,rather than applying universally across many consumption domains.

Question 26

The only effective way for marketers to handle a commercial rumor is to ignore it.

Question 27

Reaching new market segments is a benefit of cause-related marketing.

Question 28

Market mavens are individuals who are experts in marketplace matters.

Question 29

Consumers have favorable attitudes toward cause-related marketing efforts.

Question 30

Sponsorship of special events and causes enables marketers to target their communication and promotional efforts to specific geographic regions and/or to lifestyle groups.

Question 31

Sponsorship marketing involves investments in events or causes for the purpose of achieving various corporate objectives.

Question 32

Jamming takes place when companies that are not official sponsors of an event undertake marketing efforts to convey the impression that they are.

Question 33

In viral marketing,the law of the few states that it takes only a few well-connected people to start an epidemic if they know a lot of people,receive satisfaction from sharing information,and are innately persuasive.

Question 34

Cause-oriented sponsorships typically involve supporting athletic events.

Question 35

Companies are able to avoid the clutter inherent in advertising media by attaching their names to special events and causes.

Question 36

The first step in measuring the success of event sponsorship is to specify the objective that the sponsorship is intended to accomplish.

Question 37

Brands are increasingly customizing their own events because it can be more effective and less costly than a preexisting event.

Question 38

In viral marketing,the rule of the power of context states that messages that grab attention and are memorable facilitate talk about brands.

Question 39

Brands may not benefit from CRM efforts if their support is perceived as having an ulterior motive rather than authentic concern about the sponsored cause.

Question 40

Marketers can minimize negative word-of-mouth by being responsive to legitimate complaints.

Question 41

A product release may address _____.

A) forecasts of future sales 
B) views on the economy 
C) comments on environmental issues 
D) how additional information can be obtained 
E) statements about industry developments and trends

Question 42

Walmart is using marketing public relations to let the public know of its support for hurricane Katrina victims.Company leaders have been on several morning talk show programs discussing the money and aid they've provided to the affected areas and victims of this storm.Walmart is using _____ marketing public relations.

A) reactive 
B) proactive 
C) defensive 
D) tactical 
E) strategic

Question 43

Sears,the large retail chain,was accused in the 1990s of charging customers in California for automobile repair work that allegedly was never performed.The CEO of Sears immediately hit the airways to apologize and announce that nothing like this would happen in the future.The CEO's action represents _____.

A) proactive marketing public relations 
B) reactive marketing public relations 
C) rumor control 
D) an executive-statement release 
E) sponsorship

Question 44

Walmart has been criticized as being discriminatory in its employment practices toward women and minorities.Walmart has developed a concerted public relations effort to counter this criticism.This public relations effort is an example of _____ marketing public relations.

A) proactive 
B) reactive 
C) offensive 
D) accommodation 
E) tactical

Question 45

Which factor largely accounts for the effectiveness of proactive marketing public relations? 

A) additional exposure 
B) newsworthiness 
C) credibility 
D) efficiency 
E) wide exposure

Question 46

_____ is an organizational activity involved with fostering goodwill between a company and its various publics.

A) Advertising 
B) Promotion 
C) Public relations 
D) Personal selling 
E) Marketing

Question 47

In general,the most dramatic factors underlying the need for reactive MPR are _____.

A) employee behaviors and the consequences 
B) executive behaviors and the consequences 
C) product defects and failures 
D) product price and value 
E) consumer behaviors and the consequences

Question 48

An executive-statement release may address _____.

A) comments on environmental issues 
B) forecasts of future sales 
C) new marketing programs 
D) views on foreign competition 
E) All of these are correct.

Question 49

A(n)_____ announces new products,provides relevant information about product features and benefits,and informs interested listeners/readers about how additional information can be obtained.

A) product release 
B) executive-statement release 
C) feature article 
D) press conference 
E) news statement

Question 50

Kellogg's,a manufacturer of breakfast cereals,wants to help educate children about healthy lifestyles.The company has developed a teaching resource for elementary school teachers to use in their classrooms to help children learn the basics of a healthy diet and how breakfast (which includes cereal,of course)fits into that lifestyle.This is an example of _____ marketing public relations.

A) proactive 
B) reactive 
C) defensive 
D) tactical 
E) strategic

Question 51

A(n)_____ is a detailed description of products or other newsworthy programs that are written by a public relations firm for immediate publication or by airing by print or broadcast media or distribution via appropriate Internet sites.

A) news release 
B) press conference 
C) executive-statement release 
D) product release 
E) feature article

Question 52

A sneaker company sponsored a marathon.When the marathon was halted in progress because of an unexpectedly high heat index,the company a loss with no return on a significant portion of its investment and no legal recourse because it did not write accommodations for ______ into the sponsorship agreement.

A) granting of rights 
B) control of the licensing 
C) escape clauses 
D) changes in events 
E) payment terms

Question 53

Executive-statement releases are published in the _____ section of a publication.

A) news 
B) business 
C) product 
D) editorial 
E) sports

Question 54

Publicity is the major tool of _____ marketing public relations.

A) advertising 
B) sales promotion 
C) proactive 
D) personal selling 
E) strategic

Question 55

Public relations efforts can be aimed at _____.

A) employees 
B) stockholders 
C) governments 
D) labor groups 
E) All of these are correct.

Question 56

Betty's Garden was a successful restaurant until rumors spread about a bug infestation of its food.To combat the rumors,Betty arranged a dinner and invited the food editors of local newspapers to visit the restaurant and evaluate the cuisine and service.Later,she volunteered several recipes for publication in the "Home and Gourmet Cooking" sections of the local newspapers.We might specifically characterize these actions as _____.

A) proactive marketing public relations 
B) cause-related marketing public relations 
C) image engineering 
D) reactive marketing public relations 
E) sponsorship

Question 57

Product releases are typically published in the _____ section of a publication.

A) news 
B) business 
C) product 
D) editorial 
E) business and product

Question 58

The _____ marketing public relations strategy is offensively oriented and opportunity seeking.

A) proactive 
B) reactive 
C) defensive 
D) accommodation 
E) tactical

Question 59

Marketing public relations messages should come across as _____.

A) advertisements 
B) unbiased reports from journalists 
C) special promotions 
D) behavior-influencing advertisements 
E) journalistic investigations

Question 60

The _____ marketing public relations strategy describes the conduct of public relations in response to outside influences.

A) proactive 
B) reactive 
C) offensive 
D) accommodation 
E) tactical

Question 61

What are the two basic types of commercial rumors? 

A) primary and secondary 
B) conspiracy and contamination 
C) positive and negative 
D) strategic and tactical 
E) low level and high level

Question 62

It has been estimated that the average American consumer participates in excess of 120 WOM conversations over the course of a typical week,with conversations focusing most often on _____.

A) food, beverages and dining 
B) media and entertainment 
C) sports and hobbies 
D) shopping and retail 
E) All of these are correct.

Question 63

Guaranteed attendance is an example of ______ that should be identified in a sponsorship agreement.

A) granting of rights 
B) changes in events 
C) benefits to the sponsor 
D) control of the license 
E) payment terms

Question 64

_____ is (are)widely circulated but unverified propositions about a product,brand,company,store,or other commercial target.

A) Urban legends 
B) Product releases 
C) Commercial rumors 
D) Buzz 
E) Viral buzz

Question 65

A _____ rumor deals with undesirable or harmful product or store features.

A) planted 
B) conspiracy 
C) jagged 
D) competitive 
E) contamination

Question 66

A person within a social network of family,friends,and acquaintances who has particular influence on other individuals' attitudes and behavior is referred to as a(n)_____.

A) opinion leader 
B) facilitator 
C) mediator 
D) information leader 
E) mentor

Question 67

The systematic and organized effort to encourage people to talk favorably about a particular product,service,or brand,and to recommend its use to others who are part of their social network is known as _____.

A) spreading the word 
B) news creation 
C) network diffusion 
D) epidemic creation 
E) buzz creation

Question 68

In social networks of interpersonal relationships,consumers' interpersonal relations range along a continuum from very _____ (such as frequent and often intimate communications between friends)to _____ (such as rare interactions between casual acquaintances).

A) weak ties; strong ties 
B) close associations; distant associations 
C) strong ties; weak ties 
D) distant associations; close associations 
E) inter-personal ties; intra-personal ties

Question 69

Marketing communications-especially via advertising media-is critical for getting the information-dissemination ball rolling.Thereafter,it is _____ that drive the flow of information about products,services,and brands.

A) sales promotions 
B) social interactions 
C) Internet communications 
D) public relations 
E) personal sales

Question 70

If a company contributes to a worthy cause without tying that contribution to consumers' buying a brand or other financial or nonfinancial objectives,that company is participating in ______.

A) cause-related marketing 
B) buzz creation 
C) ambush marketing 
D) corporate philanthropy 
E) reactive MPR

Question 71

Cybill Shepherd was a spokesperson for the "Beef is Good Food" advertising campaign until a reputable magazine published an interview with Shepherd in which she admitted never eating red meat.From the Beef Board's perspective,Shepherd's magazine interview was _____.

A) reactive PR 
B) a conspiracy rumor 
C) negative publicity 
D) a contamination rumor 
E) positive publicity

Question 72

When negotiating a sponsorship agreement,the sponsor should try to obtain ______,meaning that a competitor will not share in the same benefits of the event.

A) some exclusivity 
B) options to renew 
C) escape clauses 
D) control of the licensing 
E) granting of rights

Question 73

When selecting an event to sponsor,which factor to consider requires examining existing sponsorships and programs for the brand? 

A) economic viability 
B) complement other marcom elements 
C) clutter 
D) target audience fit 
E) image matchup

Question 74

A _____ rumor involves supposed company policies or practices that are threatening or ideologically undesirable to consumers.

A) contamination 
B) competitive 
C) jagged 
D) conspiracy 
E) planted

Question 75

Ramesh's Kitchen was a very successful restaurant until it was widely rumored that bugs infested the rice that it serves.Ramesh's Kitchen's popularity has been victimized by a _____.

A) competitive rumor 
B) conspiracy rumor 
C) reactive rumor 
D) contamination rumor 
E) false rumor

Question 76

John Smith owns three gas stations.There are rumors that he is a drug dealer.This is a _____ rumor.

A) planted 
B) conspiracy 
C) jagged 
D) competitive 
E) contamination

Question 77

Rob is an outstanding skier who is often called upon by other consumers for advice about water skis.For this product category,Rob apparently is considered a(n)_____.

A) laggard 
B) opinion leader 
C) innovator 
D) endorser 
E) market major

Question 78

Which of the following activities should be included in an antirumor campaign? 

A) Deciding the specific points in the rumor that need to be refuted 
B) Emphasizing that the rumor is untrue or unfair 
C) Picking appropriate media and vehicles for delivering the antirumor message 
D) Selecting a credible spokesperson to deliver the message on the company's behalf 
E) All of these are correct.

Question 79

Marzetta has information about many kinds of products,stores,and other facets of markets,and initiates discussions with consumers and responds to requests from consumers for market information.Marzetta is a(n)_____.

A) market leader 
B) opinion initiator 
C) market maven 
D) innovator 
E) product engineer

Question 80

A(n)_____ immediately following negative publicity can lessen the damage that will result,such as diminished public confidence in a company and its brands,or a major loss in sales and profits.

A) corporate denial 
B) internal investigation 
C) stockholder meeting 
D) call to the corporate lawyer 
E) corporate response