Question 1

When a firm supports a specific event, such as the Special Olympics, it is:
A) sponsorship marketing
B) event marketing
C) cause-related marketing
D) tie-in marketing

Accepted Answer

The answer of When a firm supports a specific event,...

Question 2

Blogs and social media have been used to promote products in which programs?
A) entitlings
B) enhancements
C) sponsorships and events
D) product placements and branded entertainment

Accepted Answer

Sponsorships and events are programs that use blogs and social media to promote products.

Question 3

When a company pays money to sponsor someone or some group that participates in an activity, it is called:
A) public relations
B) advertising expenditures
C) marketing myopia
D) sponsorship marketing

Accepted Answer

The term for this practice is sponsorship marketing, which involves a company providing financial support to an individual or group in exchange for exposure and recognition. This can help increase brand visibility and loyalty among target audiences. Public relations, advertising expenditures, and marketing myopia are all related to marketing, but do not specifically address the practice of sponsoring individuals or groups.

Question 4

When tires on new Ford vehicles were blowing out prematurely, Ford CEO Jacques Nasser blamed Bridgestone/Firestone for the problem. He stated it was not Ford's fault. Nasser was using which strategy?
A) expression of innocence
B) excuses
C) apology
D) justifications

Accepted Answer

Nasser's statement that it was not Ford's fault and blaming Bridgestone/Firestone indicates an expression of innocence, as he is claiming that Ford is not responsible for the issue.

Question 5

In terms of using an impression management technique to respond to negative publicity, a company that makes the negative incident appear minor or trivial is using the remedial approach of:
A) expressions of innocence
B) excuses
C) justification
D) apology

Accepted Answer

The remedial approach of making the negative incident appear minor or trivial is justification. Justification involves trying to minimize the severity of the negative incident by presenting it as not that significant or as a misunderstanding. Therefore, the best choice is C-Justification.

Question 6

Each of the following is an impression management technique, except:
A) expression of innocence
B) excuses
C) justification
D) entitlings

Accepted Answer

The techniques listed in options A, B, and C are all commonly used impression management techniques, while "entitlings" is not a recognized technique.

Question 7

When tires on new Ford vehicles were blowing out prematurely, Ford CEO Jacques Nasser blamed Bridgestone/Firestone for the problem. Bridgestone, in turn, blamed drivers for the problem stating the tires were not inflated sufficiently. Bridgestone/Firestone was using which strategy?
A) expression of innocence
B) excuses
C) apology
D) justifications

Accepted Answer

The answer of When tires on new Ford vehicles were...

Question 8

Sponsorships are typically used to accomplish each of the following objectives, except:
A) showcase specific goods and services
B) sell excess inventory
C) enter international markets
D) help a firm develop closer relationships with current and perspective customers

Accepted Answer

The answer of Sponsorships are typically used to accomplish each...

Question 9

Saying, "We could not have prevented this negative event from happening" is an example of using the impression management technique of:
A) an expression of innocence
B) an excuse
C) moral ambiguity
D) a justification

Accepted Answer

An excuse is a type of impression management technique where an individual tries to mitigate responsibility for a negative event by suggesting it was out of their control, which aligns with the statement provided.

Question 10

A Hispanic fiesta held in Houston, Texas funded by a food company is an example of:
A) sponsorship marketing
B) event marketing
C) cause-related marketing
D) a cross-promotion

Accepted Answer

This is an example of event marketing, as a Hispanic fiesta is being held as an event to promote the food company's products.

Question 11

When the public relations department issues a statement saying, "Our competitors deliberately made misstatements about the correct way to use our product, and people were injured as a result" it is an example of:
A) expression of innocence
B) excuse
C) rationalization
D) justification

Accepted Answer

The statement is an expression of innocence because it denies responsibility for the injuries and blames the competitors.

Question 12

Paying for entry fees into a league and uniforms for a little league soccer team is an example of:
A) sponsorship marketing
B) event marketing
C) cause-related marketing
D) an ineffective contact point

Accepted Answer

Sponsorship marketing involves a company paying for certain expenses, like entry fees and uniforms, in exchange for brand exposure and association with the team.

Question 13

Sponsorships are typically used to accomplish each of the following objectives, except:
A) enhance a company's image
B) increase a firm's visibility
C) increase total product offerings
D) differentiate a company from its competitors

Accepted Answer

Sponsorships are typically used to enhance a company's image, increase a firm's visibility, and differentiate a company from its competitors. However, they are not typically used to increase total product offerings.

Question 14

In choosing a sponsorship, it is important for a company to:
A) choose local groups or individuals to sponsor
B) match the audience profile with the company's target market
C) develop a method of assessment prior to engaging in the sponsorship program
D) choose an individual or group that is well known to maximize the sponsorship impact

Accepted Answer

The most important factor in selecting a sponsorship is to ensure that it matches the audience profile with the company's target market. This will help ensure that the sponsorship delivers a strong return on investment and achieves the desired marketing objectives. However, it is also important to develop a method of assessment to measure the effectiveness of the sponsorship program. Choosing a well-known individual or group may not always be the best strategy if their audience profile doesn't align with the company's target market. Similarly, choosing a local group or individual may not always be the best strategy if their reach is limited and doesn't provide sufficient exposure for the company.

Question 15

Paying for an advertisement promoting a concert tour by a band and creating tie-ins with company products at the concerts is an example of:
A) sponsorship marketing
B) event marketing
C) cause-related marketing
D) musical marketing

Accepted Answer

Sponsorship marketing involves a company paying to be associated with a specific event or activity, such as a concert tour, often including promotional tie-ins with the company's products.

Question 16

A local restaurant that pays for jerseys and entry fees for a little league baseball team is involved in:
A) sponsorship marketing
B) event marketing
C) mobile marketing
D) cause-related marketing

Accepted Answer

The restaurant is sponsoring the little league baseball team by paying for their jerseys and entry fees, which is an example of sponsorship marketing.

Question 17

A local race car driver who displays advertising on the car is involved in:
A) sponsorship marketing
B) event marketing
C) mobile marketing
D) cause-related marketing

Accepted Answer

Sponsorship marketing involves a company supporting an event, activity, person, or organization financially or through the provision of products or services, in exchange for advertising or promotional benefits. In this case, the race car driver displaying advertising on the car is an example of sponsorship marketing.

Question 18

Companies that serve high-end clients have moved away from sponsoring sporting events to sponsoring more:
A) cultural events
B) entertainment, tours, and attractions
C) causes
D) festivals, fairs, and annual events

Accepted Answer

The answer of Companies that serve high-end clients have moved...

Question 19

Which format has experienced increased usage in sponsorship programs?
A) television advertising
B) hits
C) blogs and social media
D) public relations

Accepted Answer

Blogs and social media have experienced increased usage in sponsorship programs as they offer a more personalized and engaging way to reach audiences, and allow for targeted advertising and direct communication with consumers.

Question 20

The public relations department issues a statement saying, "Unusual and unforeseen weather caused this accident. It was beyond our control." This statement is a form of:
A) expression of innocence
B) excuse
C) rationalization
D) justification

Accepted Answer

The statement is a clear excuse for the accident, shifting the blame to an external factor (the weather) and implying that the organization did everything they could, but it was out of their control.

Quiz 13: Public Relations and Sponsorship Programs

When a firm supports a specific event, such as the Special Olympics, it is:

Blogs and social media have been used to promote products in which programs?

When a company pays money to sponsor someone or some group that participates in an activity, it is called:

When tires on new Ford vehicles were blowing out prematurely, Ford CEO Jacques Nasser blamed Bridgestone/Firestone for the problem. He stated it was not Ford's fault. Nasser was using which strategy?

In terms of using an impression management technique to respond to negative publicity, a company that makes the negative incident appear minor or trivial is using the remedial approach of:

Each of the following is an impression management technique, except:

When tires on new Ford vehicles were blowing out prematurely, Ford CEO Jacques Nasser blamed Bridgestone/Firestone for the problem. Bridgestone, in turn, blamed drivers for the problem stating the tires were not inflated sufficiently. Bridgestone/Firestone was using which strategy?

Sponsorships are typically used to accomplish each of the following objectives, except:

Saying, "We could not have prevented this negative event from happening" is an example of using the impression management technique of:

A Hispanic fiesta held in Houston, Texas funded by a food company is an example of:

When the public relations department issues a statement saying, "Our competitors deliberately made misstatements about the correct way to use our product, and people were injured as a result" it is an example of:

Paying for entry fees into a league and uniforms for a little league soccer team is an example of:

Sponsorships are typically used to accomplish each of the following objectives, except:

In choosing a sponsorship, it is important for a company to:

Paying for an advertisement promoting a concert tour by a band and creating tie-ins with company products at the concerts is an example of:

A local restaurant that pays for jerseys and entry fees for a little league baseball team is involved in:

A local race car driver who displays advertising on the car is involved in:

Companies that serve high-end clients have moved away from sponsoring sporting events to sponsoring more:

Which format has experienced increased usage in sponsorship programs?

The public relations department issues a statement saying, "Unusual and unforeseen weather caused this accident. It was beyond our control." This statement is a form of: