Deck 10: IMC: Public Relations, Sponsorship, and Corporate Advertising

Question 1

What is the name of the common public relations research technique that involves interviewing consumers in shopping malls?

Answer 1

Opinion sampling.

Question 2

What is press a gentry?

Answer 2

The process of planning and staging of events to generate publicity.

Question 3

In 2007, the pharmaceutical industry paid almost $187 million to inform government officials about their products and to persuade them to support or thwart action or legislation affecting them. What is the term used to describe these interactions between the industry and government officials?

Answer 3

Lobbying.

Question 4

The Harrisburg Senators, a Minor League Baseball team, plays its home games in Commerce Bank Park, named for and sponsored by the bank. What kind of marketing is the bank using?

Question 5

A corporate public affairs manager for a company that manufactures herbicides for farmers would most likely to have to deal with:

A) Union representatives
B) Advertising agencies
C) News reporters
D) Corporate customers
E) Elected officials, regulatory agencies, legislative bodies and various community groups

Question 6

Why is the news release such an effective tool for publicizing information?

A) It helps to protect the publicist and the client from being misquoted
B) It permanently records the preferred word usage and unique details
C) It simplifies dissemination by providing a form that is easily reproduced
D) It eliminates debate over how to format the information
E) It does all of the above

Question 7

In December 2007, Coca-Cola made it clear last week that it's on the NASCAR circuit for the long haul, extending its sponsorship deal through 2017. Several of Coke's brands share the NASCAR spotlight, with PowerAde designated as the official sports beverage, Dasani as the official water and Minute Maid the official juice of the oval stock car circuit. What is a potential drawback to this sponsorship?

A) The absence of clutter
B) Employee dissatisfaction
C) An inefficient use of money
D) Inability to target particular psychographic and demographic segments
E) The evaluation of the effectiveness of the sponsorship