Question 1

Which of the following is a form of sponsorship that links a sponsor to a physical site such as a stadium,arena,auditorium,or racetrack?

Accepted Answer

Venue marketing specifically involves linking a sponsor to a physical site or venue. Reputation marketing is focused on building and maintaining a positive reputation for a brand or product, guerrilla marketing is a non-traditional and unconventional marketing approach, ambush marketing involves associating a brand with an event or property without paying for sponsorship, and reactive marketing involves responding to a specific event or trend.

Question 2

The best way to evaluate the results of sponsoring a marathon is by

Accepted Answer

Measuring spending equivalencies between free media exposure and comparable advertising space or time is the most effective way to evaluate the results of sponsoring a marathon. This allows for a direct comparison between the value of the exposure gained through sponsoring the event and the cost of equivalent advertising. It provides a more accurate measure of the return on investment for the sponsorship. Other methods, such as counting attendees or asking for recall, may not accurately measure the impact of the sponsorship.

Question 3

When writing a news release,you should

Accepted Answer

The headline should communicate the key facts of the story in a concise and attention-grabbing way.

Answer: D
 A news release should provide all relevant information, but it should still be structured in a clear and concise manner.

Note: A and B are incorrect because a news release should focus on delivering hard news, and using narrow margins and single-spacing can make the release difficult to read. E is incorrect because the most important information should be placed at the beginning or middle of the release, not the end.

Question 4

_____ is support of a cause without any commercial incentive.

Accepted Answer

Philanthropy is the term used to describe support of a cause without any commercial incentive, purely for the sake of making a difference or contributing to society. This can include charitable donations, volunteering time or resources, or other forms of support.

The other answer options are not quite accurate for this definition. Community involvement is broader and can include both philanthropic activities as well as other types of involvement in local or social causes. Ambush marketing is a controversial tactic used by companies to gain attention or publicity by associating themselves with an event or cause without official sponsorship. Sponsorship and venue marketing are specifically related to commercial support for events or organizations in exchange for promotional benefits.

Question 5

When ExxonMobil,a company that has been accused of environmental insensitivity,runs an ad that highlights its corporate support of the National Fish and Wildlife Federation's Save the Tiger fund,ExxonMobil is most likely engaged in _____ advertising.

Accepted Answer

ExxonMobil is using this ad to enhance its relationship with the public and promote a positive image, which falls under the realm of public relations. The ad is not promoting job opportunities (recruitment) or directly addressing a political issue (public affairs). While the ad may impact the company's overall identity, the focus is on a specific initiative, so it is not corporate identity or umbrella advertising.

Question 6

A company would most likely use an advertorial to

Accepted Answer

The answer of A company would most likely use an...

Question 7

_____ is a partnership between a for-profit company and a nonprofit organization,which increases the company's sales while raising money and visibility for the organization's mission.

Accepted Answer

Cause marketing is a partnership between a for-profit company and a nonprofit organization, in which the company benefits from increased sales and the nonprofit organization benefits from raised money and visibility for its mission.

Question 8

_____ is a promotional strategy non-sponsors use to capitalize on the popularity or prestige of an event or property by giving the false impression that they are also sponsors.

Accepted Answer

Ambush marketing is a promotional strategy where non-sponsors try to take advantage of the popularity of an event or property by creating the impression that they are also sponsors. They do this by promoting their brand in a way that is reminiscent of the event or property, without actually being an official sponsor. This is often done to increase brand recognition and ultimately drive sales.

Question 9

Carlson Hotels Worldwide is one of the world's leading hotel companies with five brands spanning luxury to economy,including Radisson Hotels and Country Inns.In the first advertising campaign for Carlson Hotels,its commitment to service was extolled and a loyalty program that allowed guests to earn redeemable points when they stayed at any Carlson Hotel was introduced.This is an example of _____ type of corporate advertising.

Accepted Answer

This is an example of umbrella advertising, where the focus is on promoting the overall brand rather than a specific product or service. The campaign promotes the Carlson Hotels brand and its commitment to service and loyalty program across its various hotel brands.

Question 10

_____ advertising is used to communicate a company's views on issues that affect society or business.

Accepted Answer

Advocacy advertising is specifically designed to communicate a company's views or position on social, political, or environmental issues that impact society or business. This type of advertising is used to persuade the public and policymakers to take certain actions or to view the company in a certain light. Social advertising refers to campaigns designed to bring about social change, whereas philanthropic advertising is generally focused on promoting a company's charitable activities. Environmental advertising is focused on promoting a company's commitment to sustainability, while cause advertising is designed to raise awareness and funds for a specific cause. Advocacy advertising is the best choice in this context.

Question 11

Paul Mitchell's marketing campaign runs a variety of ads that all feature a pink rabbit and read "NO ANIMAL TESTING." Paul Mitchell is practicing

Accepted Answer

Paul Mitchell's marketing campaign is an example of cause marketing, as it is promoting their brand while also promoting their commitment to animal welfare by using a "NO ANIMAL TESTING" message and featuring a pink rabbit in their ads.

Question 12

Which of the following terms refers to a magazine published online or sent by e-mail?

Accepted Answer

An e-zine (short for electronic magazine) is a magazine published online or distributed via email. Choices A, B, C, and E refer to other types of communication materials used in public relations.

Question 13

A(n)_____ is a cash or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with the property.

Accepted Answer

A sponsorship is a form of partnership in which a company provides financial or other support to a property (such as an event, team, or organization) in exchange for recognition and access to the benefits associated with that property, such as reaching a desired target audience or enhancing brand image. It may involve cash payments or the provision of goods or services, and can serve various marketing and strategic objectives.

Question 14

Hudson Hardware was recently purchased by Colony Home Improvement Warehouse.Which type of advertising would most likely help Colony Home Improvement Warehouse introduce itself to Hudson Hardware's customers who are unfamiliar with the Colony Home Improvement Warehouse name and logo?

Accepted Answer

Corporate identity advertising focuses on creating brand awareness and establishing the reputation and identity of a company. In this case, Colony Home Improvement Warehouse can use corporate identity advertising to introduce themselves as the new owners of Hudson Hardware and familiarize its customers with their name and logo.

Question 15

Karen Pryor Clicker Training sends out a regular newsletter that has tips on dog training,promoting a dog training business,news,and essays.Which of the following best describes the publication?

Accepted Answer

The newsletter from Karen Pryor Clicker Training seems to serve as an in-house publication or house organ because it contains content meant for a specific audience or community interested in dog training. It includes tips, news, and essays, which suggests that it wants to educate, entertain, and inform its readers.

Question 16

When companies sponsor stadiums and buildings,such as Chase Field in Pheonix,Arizona,or the Capitol Federal Hall at the University of Kansas-Lawrence,it is an example of

Accepted Answer

When companies sponsor stadiums and buildings, it is an example of venue marketing because they advertise their brand through the venue where people gather for events.

Question 17

How do companies benefit from sponsorships?

Accepted Answer

Sponsorships can provide a direct link between a company and a specific target audience, such as sports fans or event attendees. By associating their brand with a popular event or activity, companies can quickly convert fan loyalty into sales, thereby driving revenue and increasing market share.

Question 18

What is the primary role of public relations?

Accepted Answer

The answer of What is the primary role of public...

Question 19

Which of the following statements is true about video news releases (VNRs)?

Accepted Answer

Video news releases (VNRs) are produced by companies or organizations and are designed to look like news stories, but they can include subtle promotional messages about the company or product being featured. As a result, VNRs are sometimes viewed as a form of "subtle commercials." Choices A, B, C, and D are incorrect because they do not accurately describe the nature of VNRs.

Question 20

Which type of sponsorship is most common in North America?

Accepted Answer

Sports sponsorship is the most common type in North America, with companies sponsoring teams, athletes, and events. This includes major professional sports leagues like the NFL, NBA, MLB, and NHL, as well as collegiate sports and individual athletes.

Quiz 16: IMC: Public Relations, Sponsorship, and Corporate Advertising