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134) Claiming a product is low-carb while displaying the waistline of a thin person is an example
of an enhancement strategy.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 13-4
135) Reactive damage control strategies include internet interventions, crisis management,
apology strategies, and impression management techniques.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
136) Internet interventions are designed to combat negative news articles.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 13-4
137) To spread negative information about a company or brand using the internet, an individual
can utilize email, chat rooms, rogue websites, and blogs.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
138) A crisis does not always have to be viewed negatively. It can be an opportunity for a
company to improve its position in the market and enhance its image.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 13-4
139) Crisis management involves accepting the blame for an event and offering an apology or
vigorously defending the company when negative charges have been made.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
31
140) When dealing with a negative situation, if company leaders provide information designed to
convince others that the company was not responsible for the negative situation, the company is
using an excuse as a form of impression management.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
141) When dealing with a negative situation, if company leaders try to convince the public the
firm is not responsible and the predicament could not have been foreseen, the company is using
an excuse as a form of impression management.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
142) An apology strategy is a proactive impression management technique that is often used by
companies when negative events occur.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
143) In using impression management in a crisis situation, the firm must acknowledge its
inappropriate behavior and make a commitment not to engage in any further inappropriate
behavior.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
144) If a company uses an apology strategy in a negative crisis situation, it will only work if the
public believes the apology is sincere and heartfelt.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 13-4
32
145) Impression management is the process of making an apology for a mistake.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
146) An expression of innocence is a form of apology strategies.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
147) Impression management includes justifications, which use logic designed to reduce the
degree of negativity associated with the predicament.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
148) Impression management includes justifications, which are expressions of innocence.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
149) What are the two forms of preventive damage control measures?
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-4
33
150) Discuss the various damage control strategies that can be used by a firm.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 13-4
151) When a company pays money to sponsor an individual or a group or team that participates
in an activity, it is called:
A) public relations.
B) advertising expenditures.
C) social media marketing.
D) sponsorship marketing.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-5
152) Paying for entry fees into a league and uniforms for a Little League soccer team is an
example of:
A) sponsorship marketing.
B) event marketing.
C) cause-related marketing.
D) an ineffective contact point.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 13-5
153) Paying for an advertisement promoting a concert tour by a band and creating tie-ins with
company products at the concerts is an example of ________ marketing.
A) sponsorship
B) event
C) cause-related
D) musical
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 13-5
34
154) A local race car driver who displays advertising on his or her car is involved in ________
marketing.
A) sponsorship
B) event
C) mobile
D) cause-related
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 13-5
155) A local restaurant that pays for the arena to host a rodeo for children with disabilities is
involved in:
A) sponsorship marketing.
B) event marketing.
C) mobile marketing.
D) cause-related marketing.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 13-5
156) Companies that serve high-end clients have moved away from sponsoring sporting events
to sponsoring more:
A) cultural events.
B) entertainment, tours, and attractions.
C) causes.
D) festivals, fairs, and annual events.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 13-5
157) In choosing a sponsorship, it is important for a marketing team to:
A) choose local groups or individuals to sponsor.
B) match the audience profile with the company's target market.
C) develop a method of assessment prior to engaging in the sponsorship program.
D) choose an individual or group that is well known to maximize the sponsorship impact.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-5
35
158) Sponsorships are typically used to accomplish each of the following objectives except:
A) enhance a company's image.
B) increase a firm's visibility.
C) increase total product offerings.
D) differentiate a company from its competitors.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-5
159) Sponsorships are typically used to accomplish each of the following objectives. except:
A) showcase specific goods and services.
B) sell excess inventory.
C) enter international markets.
D) help a firm develop closer relationships with current and perspective customers.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 13-5
160) Which format has experienced increased usage in sponsorship programs?
A) Television advertising
B) PR hits
C) Blogs and social media
D) Public relations
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-5
161) Blogs and social media have been used to promote products in which programs?
A) Entitlings
B) Enhancements
C) Sponsorships and events
D) Product placements and branded entertainment
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-5
36
162) Sponsorships and event marketing are used by companies to created a short-term burst in
sales.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 13-5
163) Sponsorship marketing occurs when a company pays money to sponsor a person or group
involved in an activity.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-5
164) Sports represent the majority of all sponsorships.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-5
165) In terms of expenditures on sponsorships and events the second largest category of
expenditures is for the arts.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-5
166) Sponsoring cultural events, such as classical music groups, jazz bands, visual art exhibits,
and noted painters, best fits manufacturers and mass merchandising types of retail stores.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 13-5
167) When creating a sponsorship program, marketers should match the audience profile with
the company's target market.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-5
37
168) To maximize the benefits of a sponsorship effort, company leaders should define the
primary goals of the program.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-5
169) Unless a sponsorship is surrounded by supporting marketing efforts, the money invested
may not accomplish its objectives.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 13-5
170) One objective of a sponsorship can be to increase a firm's visibility.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-5
171) Assessment of a sponsorship is not usually performed because of the challenge of finding
meaningful measures.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 13-5
172) Describe sponsorship marketing.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 13-5
38
