978-0133866339 Chapter 13 Part 4

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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

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

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

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

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

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

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

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