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Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow)
Chapter 13 Public Relations and Sponsorship Programs
1) Interstate Batteries' involvement with NASCAR is an example of:
A) involvement.
B) event marketing.
C) green marketing.
D) sponsorship.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 13-1
2) When Interstate Batteries receives a positive news story about its involvement with NASCAR,
it is an example of a(n):
A) sports involvement.
B) stakeholder statement.
C) advertising equivalent.
D) public relations hit.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 13-1
3) The unit in a company that manages publicity and other communications with all groups that
has contact with a firm is the department of:
A) communications.
B) advertising.
C) specialty events.
D) public relations.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-1
1
4) The public relations department is the area in a company that:
A) manages publicity and other communications with all groups that have contact with a firm.
B) manages advertising and promotions.
C) monitors quality control and operations.
D) handles in-bound telemarketing calls.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-1
5) Some individuals would like to create a Department of ________ to oversee both the public
relations activities and the marketing programs.
A) Communications
B) Advertising
C) Specialty events
D) Production
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-1
6) The first major decision company leaders must make concerning public relations is:
A) who will handle the various activities, an internal department or an external agency.
B) the objectives of the public relations effort.
C) how it will be integrated with the firm's IMC plans.
D) the criteria for the selection of a public relations firm.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 13-1
7) In a public relations program, a hit is:
A) an advertisement that is successful.
B) a consumer promotion's tie in with publicity.
C) a mention of the company's name in a news story.
D) an advertising slogan with high recall.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-1
2
8) In a public relations program, a mention of the company's name in a news story is called a:
A) press release.
B) publication.
C) hit.
D) mention.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-1
9) In terms of measuring the impact of public relations, a hit can enhance:
A) the use of a tagline.
B) brand or company awareness.
C) company or brand image.
D) stock dividends.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 13-1
10) In terms of measuring public relations, a news story about steering problems on Toyota
vehicles is an example of a(n):
A) public relations hit.
B) event.
C) negative tie-in.
D) negative cross-promotion.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 13-1
11) Interstate Batteries' sponsorship of a NASCAR driver and car is an example of a public
relations program.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-1
3
12) Interstate Batteries' sponsorship of a NASCAR driver and car is an example of a sponsorship
program.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-1
13) The public relations department in a business is the area that manages publicity and
communications with stakehoulders that are in contact with the company.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-1
14) In a marketing communications and impact on brand image there is "no such thing as bad
publicity."
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 13-1
15) Some individuals support creating a department of communications that would handle all of
the marketing as well as public relations activities for a firm.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 13-1
16) The decision criteria used in selecting a public relations firm is different than criteria in
selecting an advertising agency.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-1
17) In public relations, a hit is the negative mention of a company's name in a news story.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 13-1
4
18) A public relations hit can be a positive or negative news story.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-1
19) One of the functions of a public relations department is to assess the company's reputation.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-1
20) Public relations functions include the following, except:
A) identify internal and external stakeholders.
B) create promotional materials that can be sent to customers.
C) assess the corporate reputation.
D) audit corporate social responsibility.
Question Tag: Definition (Concept)
Objective: 13-2
21) The functions of public relations include all of the following except:
A) create public image-building activities.
B) prevent or reduce image damage.
C) design direct response marketing programs.
D) audit corporate social responsibility.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-2
22) A person or group with a vested interest in a firm's well-being is a(n):
A) stakeholder.
B) arbitrator.
C) foreign government.
D) media buyer.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-2
5
23) All of the following are stakeholders of a company except:
A) suppliers of raw materials.
B) foreign governments for a non-international company.
C) the media.
D) contributors to an unrelated charity.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 13-2
24) A stakeholder is a:
A) disinterested third party in a negotiation.
B) member of a foreign government.
C) person or group with a vested interest in a firm's well-being.
D) lobbyist for a company.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-2
25) All of the following are internal stakeholders except:
A) employees.
B) labor unions.
C) shareholders.
D) customers.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-2
26) Of the internal stakeholders, the group that is the most critical to the success of a firm is the:
A) shareholders.
B) employees.
C) labor union.
D) customers.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 13-2
6
27) All of the following are external stakeholders except:
A) employees.
B) channel members.
C) customers.
D) the media.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-2
28) Special interest groups are:
A) internal stakeholders.
B) disgruntled employees.
C) external stakeholders.
D) governmental stakeholders.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-2
29) Which of the following statements about a corporation's reputation is true?
A) Most corporate leaders clearly understand the reputations of their companies.
B) Reputation of a company is not important for individuals seeking employment at a company.
C) The company's reputation is vulnerable to both internal and external negative events.
D) In the past decade most consumers have expressed greater trust and respect for various
corporations, meaning the reputations have improved.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 13-2
7
30) Which statement below reflects current consumer attitudes towards businesses?
A) Most consumers believe that as a general rule, businesses follow good practices. It is the few
that have been caught that generate the worst publicity.
B) Most consumers believe corporate scandals, accounting fraud, and CEO greed are on the
decline.
C) Consumers are leery of big businesses, suspicious of business motives, and are unsure if any
company can be trusted.
D) Consumers believe big businesses cannot be trusted, but small businesses are normally honest
and reputable.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 13-2
31) Assessment of a corporation's reputation begins:
A) when company leaders take the time to conduct surveys and interviews to learn what people
think of the organization, both internal and external to the company.
B) with hiring a public relations firm to conduct a public relations audit of the firm's publicity.
C) by counting hits a company has received in the public press.
D) by developing a corporate image-building campaign.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 13-2
32) The obligation an organization has to be ethical, accountable, and reactive to the needs of
society is:
A) public relations.
B) corporate social responsibility.
C) marketing myopia.
D) sponsorship marketing.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-2
8
33) Corporate social responsibility is:
A) less of a concern due to better quality governmental oversight of business.
B) a form of marketing based on sponsorships and events.
C) the obligation consumers have to shop from companies engaged in green marketing.
D) the obligation an organization has to be ethical, accountable, and reactive to the needs of
society.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-2
34) Advertising that focuses on the values, behaviors, and beliefs of a company is:
A) image enhancing marketing.
B) cause-related marketing.
C) purpose or pro-social marketing.
D) corporate social responsibility.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-2
35) It is not important for a public relations firm to understand a company's integrated marketing
campaign theme, because a public relations firm primarily deals with non-customer stakeholders.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 13-2
36) A stakeholder is a person or group with a vested interest in an organization's well-being.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-2
37) While the overall message to each stakeholder group should be the same, each message
should be tailored to meet the different expectations of various audiences.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 13-2
9
38) Employees are external stakeholders of an organization.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-2
39) Labor unions and shareholders are external stakeholders.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 13-2
40) It is easier for the public relations department to access internal stakeholders than external
stakeholders.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 13-2
41) The human resource department of a company plays a vital role in preparing effective
internal public relations messages.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 13-2
42) A company has little influence on what external stakeholders should think or say about the
company.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-2
43) The key to managing external stakeholders is for the public relations department to
constantly send out positive information about the company to all external stakeholder groups.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-2
10
