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92) While Coca-Cola is involved in pro-environmental activities, the company does not widely
publicize these activities because company leaders believe they will not gain more customers
from the publicity.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 13-3
93) Practically every company actively promotes its environmentally safe products in some
manner.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-3
94) Claiming a product is environmentally-friendly when it is not is referred to as greenwashing.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-3
95) Greenwashing is the process of making a company more environmentally friendly by
"washing away" negative practices.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-3
96) Damage control and greenwashing are essentially the same public relations practices.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-3
21
97) What is cause-related marketing and why is it important?
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 13-3
98) What is green marketing and what approaches can a firm use in green marketing?
Question Tag: Synthesis
AACSB Category: Reflective thinking
Objective: 13-3
99) Damage control is:
A) almost always effective.
B) reacting to negative events caused by a company error, consumer grievances, or exaggerated
negative press.
C) a public relations program designed to reach every purchasing group.
D) not always advertised or promoted by companies involved.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
100) Reacting to negative events caused by a company error, consumer grievances, or
exaggerated negative press is called:
A) affirmative social responsibility.
B) acclaiming.
C) entitling.
D) damage control.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
22
101) Claiming responsibility for positive outcomes of events is:
A) affirmative social responsibility.
B) acclaiming.
C) entitling.
D) an enhancement.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
102) Believing that Wheaties may help make you a champion, because so many successful
athletes have endorsed the cereal, is the result of using which proactive prevention strategy for
image damage?
A) Impression management
B) Acclimation
C) Entitlings
D) Reinforcement
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 13-4
103) The attempt to increase the desirable outcome of an event in the eyes of the public is:
A) affirmative social responsibility.
B) acclaiming.
C) entitling.
D) enhancement.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
104) When Tang noted in company commercials that the product was the official drink of NASA
during the first moon landing, the proactive prevention strategy approach being used was:
A) impression management.
B) crisis management.
C) enhancement.
D) entitling.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 13-4
23
105) Entitlings and enhancements are forms of:
A) reactive damage control strategies.
B) acclaiming.
C) proactive prevention strategies for image damage.
D) crisis management.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
106) Proactive prevention strategies for image damage include:
A) entitlings and enhancements.
B) crisis management and impression management.
C) justifications and excuses.
D) defense of innocence and apologies.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
107) Reactive image damage control strategies include each of the following except:
A) internet interventions.
B) entitling strategies.
C) crisis management programs.
D) impression management techniques.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
108) If negative publicity is combated in a chat room on the internet, the approach being used is
an:
A) impression management.
B) entitling.
C) enhancement.
D) internet intervention.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 13-4
24
109) Accepting blame for an event, offering an apology, or forcefully refuting the charges is:
A) impression management.
B) crisis management.
C) an entitling.
D) an enhancement.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
110) PepsiCo reacted to negative claims about hypodermic needles being found in its products
with photographs and videos of the production processing showing such an event could not occur
in the company's factories is an example of which approach?
A) Impression management
B) Crisis management
C) Enhancement
D) An apology strategy
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 13-4
111) An apology strategy is:
A) an impression management technique.
B) a form of defense of innocence used to counter bad publicity.
C) another form of reactive crisis management and damage control.
D) another form of proactive damage control.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
112) An apology strategy to manage a negative publicity situation should include each of the
following elements except:
A) an expression of guilt.
B) a statement recognizing the inappropriate behavior.
C) acceptance of sanctions because of wrong behavior.
D) a statement about behaviors of the competition.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
25
113) An apology strategy to manage a negative publicity situation should include each of the
following elements except:
A) names of individuals who were responsible for wrong behavior.
B) rejection of the inappropriate behavior.
C) approval of the appropriate behavior.
D) offer of compensation or penance to correct the wrong.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
114) Apology strategies are most often used in situations in which:
A) the violation was a major situation affecting a large number of people.
B) the violation was minor or the company cannot escape being found guilty.
C) an individual within the company has acted inappropriately, but the company itself has not.
D) legal charges have been filed against the company or someone in the company.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 13-4
115) The conscious or unconscious attempt to control images in social situations is:
A) crisis management.
B) enhancement.
C) social responsibility.
D) impression management.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
116) Saying, "We didn't cause this negative event to happen, it was some other company" is an
example of using the impression management technique of:
A) an expression of innocence.
B) an excuse.
C) moral ambiguity.
D) a justification.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 13-4
26
117) When the public relations department issues a statement saying, "Our competitors
deliberately made misstatements about the way to use our product, and people were injured as a
result" it is an example of:
A) expression of innocence.
B) excuse.
C) rationalization.
D) justification.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 13-4
118) Saying, "We could not have prevented this negative event from happening" is an example of
using the impression management technique of:
A) an expression of innocence.
B) an excuse.
C) moral ambiguity.
D) a justification.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 13-4
119) The public relations department issues the following statement: "Unusual and unforeseen
weather caused this accident. It was beyond our control." The statement is a form of:
A) expression of innocence.
B) excuse.
C) rationalization.
D) justification.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 13-4
27
120) In terms of using an impression management technique to respond to negative publicity, a
company that makes the negative incident appear minor or trivial is using the remedial approach
of:
A) expressions of innocence.
B) excuses.
C) justification.
D) apology.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
121) Each of the following is an impression management technique except:
A) expression of innocence.
B) excuses.
C) justification.
D) entitlings.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
122) When tires on new Ford vehicles were blowing out prematurely, Ford CEO Jacques Nasser
blamed Bridgestone/Firestone for the problem. He stated it was not Ford's fault. Nasser used
which method?
A) Expression of innocence
B) Excuses
C) Apology
D) Justifications
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 13-4
28
123) When tires on new Ford vehicles were blowing out prematurely, Ford CEO Jacques Nasser
blamed Bridgestone/Firestone for the problem. Bridgestone, in turn, blamed drivers for the
problem stating the tires were not inflated sufficiently. Bridgestone/Firestone used which
method?
A) Expression of innocence
B) Excuses
C) Apology
D) Justifications
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 13-4
124) Damage control involves reacting to negative events caused by a company error, grievances
filed by consumers, or exaggerated negative news stories.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
125) Damage control is only used when consumers make unjustified complaints against a
company.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
126) A strong company image that takes years to build may be destroyed in just a few weeks or
months if something bad happens.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
127) Proactive damage control strategies include entitlings, enhancements, and crisis
management.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
29
128) Entitlings and enhancements are reactive damage control public relations activities.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
129) Proactive prevention strategies include entitlings and enhancements.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
130) Enhancements are a form of proactive prevention strategy that involves claiming
responsibility for positive outcomes of events.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
131) An enhancement is a reactive damage-control strategy that focuses on the positive aspect of
an event that occurs.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
132) Showing a sports star from a team that just won a championship on the cover of a box of
Wheaties is an example of using the proactive damage control prevention strategy of
enhancement.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 13-4
133) In terms of proactive prevention strategies, enhancements involve the attempt to increase
the desirable outcome of an event in the eyes of the public.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
30
