Question 1

What are the two basic types of commercial rumors?

Accepted Answer

The answer of What are the two basic types of...

Question 2

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 _____.

Accepted Answer

The passage states that the average American consumer participates in excess of 120 WOM conversations over the course of a typical week. It does not specify a single category, but instead implies that the conversations cover a wide range of topics, including food, beverages and dining, media and entertainment, sports and hobbies, shopping and retail, and possibly more. Therefore, option E "All of these are correct" is the best choice.

Question 3

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

Accepted Answer

Guaranteed attendance is a benefit to the sponsor that should be clearly outlined in a sponsorship agreement.

Question 4

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

Accepted Answer

Commercial rumors are propositions about a commercial target that are widely circulated but not verified, fitting the description provided.

Question 5

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

Accepted Answer

A contamination rumor deals with undesirable or harmful product features, such as the presence of contaminants in food or products. Planted rumors are created intentionally to promote a specific product or brand, conspiracy rumors involve secretive and potentially harmful actions by a group or organization, jagged rumors are not a recognized term in relation to rumors, and competitive rumors relate to the competition between companies or brands.

Question 6

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)_____.

Accepted Answer

An opinion leader is a person within a social network who has the ability to influence others' attitudes and behaviors through their personal opinions and recommendations. They are considered to be important figures in the diffusion of information within a network and can play a role in the adoption of new ideas or products.

Question 7

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 _____.

Accepted Answer

The definition given aligns with the concept of "buzz creation," which involves generating positive word-of-mouth about a product or brand. This can be done through various marketing strategies such as social media campaigns, influencer partnerships, and viral marketing.

Question 8

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).

Accepted Answer

The continuum of interpersonal relationships in social networks ranges from very strong ties (such as frequent and intimate communications between friends) to weak ties (such as rare interactions between casual acquaintances). Therefore, choice C - strong ties; weak ties - is the best choice.

Question 9

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.

Accepted Answer

Once the advertising media has disseminated the information about products, services and brands, social interactions among consumers, peers, and opinion leaders play a critical role in driving the flow of information. Word-of-mouth marketing, viral marketing, reviews and recommendations on social media or other online platforms, and consumer-to-consumer interactions are all examples of social interactions that can have a significant impact on the spread of information and the success of marketing efforts. Therefore, B (social interactions) is the best choice.

Question 10

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 ______.

Accepted Answer

Corporate philanthropy refers to a company's voluntary donation of money or resources to charitable causes without expecting any financial or non-financial objectives in return. It is often done as part of the company's corporate social responsibility (CSR) efforts to give back to communities and address societal issues.

Question 11

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 _____.

Accepted Answer

Cybill Shepherd's magazine interview admitting to never eating red meat contradicted her role as a spokesperson for the "Beef is Good Food" campaign, creating negative publicity for the campaign and the Beef Board.

Question 12

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.

Accepted Answer

Some exclusivity refers to the sponsor's ability to have exclusive sponsorship rights for the event, meaning that their competitors will not be able to receive the same benefits. This can give the sponsor a competitive advantage and increase their visibility among event attendees. Options to renew, escape clauses, control of licensing, and granting of rights are other important factors to consider when negotiating a sponsorship agreement, but they do not specifically address the issue of exclusivity.

Question 13

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

Accepted Answer

Complementing other marketing communications (marcom) elements requires examining existing sponsorships and programs to ensure consistency and synergy across the brand's promotional efforts.

Question 14

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

Accepted Answer

A conspiracy rumor involves supposed secretive or harmful actions by a group, such as a company, government or organization.

Question 15

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 _____.

Accepted Answer

The statement describes a rumor about bugs infesting the rice served at Ramesh's Kitchen, which is a type of contamination rumor. A competitive rumor would be spread by a rival restaurant or business to harm their competition, and a conspiracy rumor would involve a secretive plot or scheme. A reactive rumor would be in response to some event or action, but there is no clear cause mentioned in this statement. A false rumor would be one that is completely untrue, but the fact that the restaurant's popularity has suffered suggests that there may be some element of truth to the contamination rumor.

Question 16

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

Accepted Answer

The answer of John Smith owns three gas stations.There are...

Question 17

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)_____.

Accepted Answer

An opinion leader is someone who has a significant influence on the opinions of others in a specific area, and Rob's expertise and skill as a skier make him an ideal candidate for this role in the water ski product category.

Question 18

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

Accepted Answer

All of these activities should be included in an antirumor campaign. Deciding the specific points in the rumor that need to be refuted is important for providing specific information to counter the rumor. Emphasizing that the rumor is untrue or unfair helps to dispel any doubts or concerns. Picking appropriate media and vehicles for delivering the antirumor message ensures that the message is received and understood by the intended audience. Selecting a credible spokesperson to deliver the message on the company's behalf can help to increase the credibility and effectiveness of the message.

Question 19

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)_____.

Accepted Answer

Marzetta fits the description of a market maven, which refers to someone who has expert knowledge and seeks out information about many different products, stores, and markets. They initiate discussions with other consumers and respond to requests for information, making them valued sources of market knowledge.

Question 20

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.

Accepted Answer

A corporate response immediately following negative publicity can help mitigate the damage by addressing the concerns or issues raised and reassuring the public or customers. This can include a formal statement, apology or explanation, or a plan of action to address the issue. The other options listed may also be necessary, but they are not the best immediate response to lessen the damage.

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

What are the two basic types of commercial rumors?

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 _____.

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

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

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

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) _____.

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 _____.

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) .

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.

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 ______.

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 _____.

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.

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

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

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 _____.

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

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) _____.

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

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(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.

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

What are the two basic types of commercial rumors?

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 _____.

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

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

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

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) _____.

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 _____.

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) .

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.

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 ______.

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 _____.

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.

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

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

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 _____.

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

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) _____.

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

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(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.

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) .