Deck 13: Corporate Image Advertising, Sponsorships, and PR

Question 1

The most typical action objectives of corporate image advertising are: investment, supply, employment, and to not attack.

Answer 1

True

Question 2

Corporate image advertising aims to increase corporate reputation after increasing corporate brand awareness because awareness is the carrier of the reputation.

Answer 2

True

Question 3

For corporate image advertising, the manager is well advised to use either an instinctual or an archetypal selling proposition.

Answer 3

True

Question 4

Most sponsorships produce a positive effect on company stock prices and on sales.

Question 5

A company logo is usually sufficient to achieve the two basic positioning objectives of linking the corporate brand to the appropriate category need and communicating its key benefit.

Question 6

Estimating the number and attention values of the OTSs in terms of their contribution towards minimum effective frequency (MEF) is easy.

Question 7

Paid corporate publicity and corporate entertainment of prospective and current clients these days are usually lumped together as public relations or PR.

Question 8

Corporate mission is defined as an inspirational statement of what you expect to do with the company brand.

Question 9

Big companies can initiate positive publicity by issuing regular news releases, publicizing new developments in corporate image ads, and advertising the company's "socially responsible" sponsorships.

Question 10

With a genuine crisis facing the company, there are only two viable strategies that the company can adopt to respond to it.

Question 11

Corporate image advertising, sponsorships, and public relations (PR) are conceptually identical types of marcoms and are direct means of generating awareness and preference for the corporate brand or master brand.

Question 12

Corporate image advertising is aimed at outside stakeholders, not current employees.

Question 13

Dowling identifies five situations in which corporate image advertising is useful and one of them is when the product has a short purchase cycle.

Question 14

When planning the content of corporate image advertising by applying the CESLIP presenter model, the sincerity characteristic can increase trust in the organization.

Question 15

Sponsored events should be chosen for their capacity to communicate at least one of the brand's key benefits.

Question 16

The most important measure of company awareness from a sponsored event is whether people can recall or recognize the company that sponsored the event.

Question 17

PR will overtake corporate image advertising and sponsorships as the main form of corporate marcoms.

Question 18

Companies in controversial or demonized industries - such as nuclear power companies, tobacco companies, or munitions manufacturers - should keep a low profile and not use PR.

Question 19

Corporate identity refers to the signage and symbols that the company uses to identify itself to people.

Question 20

With negative publicity, the organization should do daily surveys for a week or so to determine whether it can safely be ignored.