Advertising Ch. 16 Smartbook, Assignment, Assessment

When is an event sponsorship called a "sponsownership"?

when the entire event is owned and controlled by the sponsor

True or false: Public affairs often requires a specialist to deal with elected officials and regulatory bodies.

True

A cash or in-kind fee paid to an event or organization in exchange for access to the commercial potential of that event or organization is known as _____.

sponsorship

More than almost any other marketing communications tool, ______ have the ability to involve the company's stakeholders.

sponsorships and events

From a company's perspective, what are the benefits of sponsorship? It enables the company's publics to get involved. It is always inexpensive, especially when an event is solely sponsored. It enhances the company's public image. It can boost employee morale. It facilitates face-to-face interaction with customers. It has high public approval.

It enables the company's publics to get involved. It enhances the company's public image. It can boost employee morale. It facilitates face-to-face interaction with customers. It has high public approval.

Identify a true statement about corporate advertising. is a type of product advertising aimed exclusively for consumers. It cannot influence public opinion on specific issues. It gives the company control over the content of its PR messages. It cannot motivate employees or attract better recruits.

It gives the company control over the content of its PR messages.

What is a characteristic of a "sponsownership"?

It helps a company achieve its marketing objectives.

From a marketer's perspective, what are the disadvantages of sponsorship?

It is difficult to evaluate the effectiveness of a sponsored event. Solely-sponsored events can be very costly. Co-sponsored events face the problem of clutter.

True or false: In an integrated marketing communications program, marketing public relations (MPR) and advertising are independent of each other.

False, In an integrated marketing communications program, advertising and marketing public relations (MPR) need to be closely coordinated.

From a company's perspective, identify a disadvantage of sponsorships. Solely-sponsored events cannot provide face-to-face access to current and potential customers. Sponsorships lack the ability to involve customers, prospects, and other stakeholders. Having multiple sponsors makes it difficult to get a marketer's message through to customers. They lack the approval of the general population.

Having multiple sponsors makes it difficult to get a marketer's message through to customers.

Which of the following statements about sponsoring an event is true?

It is difficult to evaluate the results of sponsoring an event.

Identify an accurate statement about public relations (PR).

It offers lesser precision and control compared to advertising.

Identify an accurate statement about public relations (PR). -It offers lesser precision and control compared to advertising. -It offers lesser credibility compared to advertising. -It has objectives that are easier to quantify compared to advertising. -It is trusted less readily by the public compared to advertising.

It offers lesser precision and control compared to advertising.

______ refers to the use of public relations activities for marketing purposes.

Marketing public relations

Compared to advertising, public relations _____.

is a better approach to build credibility

Advertising used by a company to convey a controlled message to one of its important publics in order to improve its relationship with the publics is known as _____.

public relations advertising

Identify an example of corporate advertising.

public relations advertising

In public relations, a strategic process conducted over a long period of time to manage the standing of a firm with various publics is known as _____.

reputation management

Identify a reason why public relations (PR) communications are trusted more readily than company advertisements. -The public assumes that PR communications come from the media rather than a company. -The precision and control offered by PR communications decrease their credibility. -Unlike advertisements, PR campaigns are always openly sponsored by companies. -PR objectives are easier to quantify compared to company advertisements.

The public assumes that PR communications come from the media rather than a company.

Competitors of the sponsors of a prestigious event often employ a promotional strategy called _____, which capitalizes on the event's popularity by giving people the false impression that these competitors are the sponsors of the event.

ambush marketing

Muzzen Inc., a leading manufacturer of sports drinks, is the official sponsor of the Major League Baseball playoffs. However, its top competitor purchased all the advertising space around the stadium so as to confuse the public about the real sponsor of the event. The competitor employed a(n) _____ strategy.

ambush marketing

Advertising a corporation creates to familiarize the public with its name, logos, trademarks, or corporate signatures, especially after any of these elements are changed, is known as _____.

corporate identity

ITmax, a prominent IT company, has merged with its competitor and changed its logos and corporate signatures. It has developed a nationwide campaign to inform customers about the change in its name, trademark, and logo after the merger. ITmax is using _____ advertising.

corporate identity

Public relations advertising, a form of corporate advertising, is used to _____.

enhance a company's public goodwill

Like many public relations activities, the problem with sponsorships is in ______.

how to evaluate its effectiveness

Recruitment advertisements are usually placed in newspapers by the _____ department of a company.

human resources

When sponsorship, cause marketing, or philanthropy is done through a donation of goods and services, the kind of support it provides is _____.

in kind

A type of nonproduct advertising that aims to obtain favorable attention for a business as a whole, not for a specific product or service that the business sells, is known as _____.

institutional advertising

A package of publicity materials used to give information to the press at staged events such as press conferences or open houses is known as a(n) _____.

media kit

Identify a form of public relations research that helps PR people track changes in attitudes among a variety of publics.

opinion sampling

In the context of public relations research, conducting interviews, holding focus groups, analyzing incoming mail, and creating field reports are a part of _____.

opinion sampling

A _____ contains a sheet of information about an event, a schedule of activities, brochures, and news and feature stories for the print media.

press kit

A(n) _____ is composed of printed or electronic pages of information that are issued to print and broadcast outlets by a company to generate publicity or to provide information on a subject of interest.

press release

The most widely used public relations tool is a _____.

press release

All activities related to the community citizenship of an organization, including dealing with community officials and working with regulatory bodies and legislative groups, come under the domain of _____.

public affairs

Managing a company's reputation and helping to build public support for its activities is the primary role of ______.

public relations

Rezzen Inc., a car manufacturer, is looking to improve its status and build its credibility in the market. For this purpose, the company's public relations professionals are using various strategies, such as publicity and community involvement. In this scenario, the company is engaging in _____.

reputation management

Identify the primary role of public relations of a company.

to build public approval for the company's enterprises