Deck 17: Corporations

Question 1

Yoplait yogurt's support of the breast cancer research (donating 10 cents for each pink Yoplait lid customers send in)is a form of

A) cause-related marketing.
B) consumer activism.
C) product placement.
D) corporate sponsorship.

Answer 1

A

Question 2

Product recalls:

A) build social capital with media
B) are easy to rebound from
C) test the patience of customers
D) show that a corporation is concerned about consumers

Answer 2

C

Question 3

The refusal to buy the products or services of an "offending" company is a

A) corporate crisis strategy.
B) recall.
C) boycott.
D) media relations tactic.

Answer 3

C

Question 4

Ordinary citizens often:

A) praise corporations.
B) become distrustful of corporations.
C) think corporations neglect the public interest.
D) think corporations make too much money.

Question 5

Public relations specialists often work primarily with what department regarding employee communications?

A) legal
B) human resources
C) marketing
D) labor relations

Question 6

Individuals who specialize in investor relations:

A) are highly paid.
B) usually have financial backgrounds.
C) work separately from other PR groups.
D) are in charge of corporate responsibility.

Question 7

An aspect of corporate responsibility that is gaining momentum is

A) transparency.
B) partnering with non-profit organizations.
C) concern for the environment.
D) meetings with industry and financial analysts.

Question 8

Employees are an important public in investor relations largely because of

A) corporate restructuring.
B) stock options and 401 retirement plans.
C) persistence of human resources personnel.
D) compulsory-advisory initiatives.

Question 9

Employees are considered the organization's

A) windows to management.
B) ambassadors.
C) latent/passive publics.
D) entree into media publicity.

Question 10

Cause-related marketing combines for-profit companies and

A) government agencies.
B) opinion leaders.
C) media gatekeepers.
D) nonprofit organizations.

Question 11

Which one of the following is a good example of "cause-related" marketing?

A) allocating a percentage of sales to restore the Statue of Liberty
B) a 10-city tour by the company president
C) distribution of a country-western music tour
D) distribution of writing pads to schoolchildren

Question 12

Viral marketing is valuable because it

A) helps avoid financial scandal
B) enhances or maintains a company's reputation
C) it addresses objections of special-interest groups
D) it avoids media bias

Question 13

Marketing communication refers to:

A) any PR activity.
B) supporting the marketing and sales objectives of a business.
C) marketing the company's communication efforts.
D) corporate marketing.

Question 14

According to PRWeek,being proactive is important because

A) it inspires emotion.
B) it allows you to works with groups to achieve solutions, not publicity.
C) it allows you to get emotional with advocacy groups.
D) you can work with people making threats.

Question 15

Which of the following is a key social issue in the workplace?

A) sexual harassment
B) networking/pressures
C) diversity
D) stealing

Question 16

Corporate sponsorship is primarily a form of

A) cause-related marketing.
B) investor relations.
C) media partnership.
D) ingratiation.

Question 17

Customer service is considered:

A) essential for customer loyalty.
B) the "front line" of public relations.
C) necessary only when there is a problem.
D) false advertising.

Question 18

An example of corporate philanthropy would be:

A) family-geared stock options
B) providing uniforms to a little-league baseball team
C) restoring a dying river in upstate New York
D) a viral video expressing concern for proposed legislation

Question 19

A good tip for conducting cause-related marketing is:

A) only engage in short-term commitments.
B) to use it as an effort to salvage a company's image.
C) consider causes that appeal to your primary audiences.
D) to join in with other multiple sponsors.

Question 20

The definitive benchmark of how buyers feel about products is

A) Craig's List.
B) Consumer Reports.
C) the Dow Jones index.
D) the American Customer Satisfaction Index.

Question 21

Employers should delay a bit in informing laid-off employees because of psychological factors.

Question 22

The media is a secondary source for public information and perceptions about a business.

Question 23

Employees are a less valued public in investor relations.

Question 24

The newest trend in product publicity is product placement.

Question 25

Choose two major corporations in your local area and do some research on their corporate mission with regard to social responsibility.Compare and contrast their tactics and how successful you perceive the companies have been in their initiatives.

Question 26

Boycotts against a single product name are most vulnerable to the boycotted organization.

Question 27

What are the benefits offered by corporate sponsorships? What are ways that corporations sponsor things or events?

Question 28

In an integrated communications program,public relations activities are often geared to obtaining early awareness and credibility for a product.

Question 29

Investor relations is the highest paid specialty area in public relations.