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| 1 | |
When a politician arranges to stay at a luxury resort without paying for the privilege, it is an example of lobbying. |
| | A) | True |
| | B) | False |
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| 2 | |
When many organizations in Great Britain decided to give their Christmas card budgets as a gift to help homeless people rebuild their lives and not send cards in 2006, it was an example of philanthropy. |
| | A) | True |
| | B) | False |
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| 3 | |
Demographics are important considerations when selecting an organization is selecting an event for sponsorship. |
| | A) | True |
| | B) | False |
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| 4 | |
When Shell Oil ran an ad not promoting its energy products, but promoting its efforts at finding a cure for AIDS, it was an example of institutional advertising. |
| | A) | True |
| | B) | False |
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| 5 | |
AT&T monitors any Web sites in which it is mentioned. Some of these Web sites do contain communications that is malicious, and some of their information is wrong. When such a site is discovered, AT&T has its _____ personnel respond to set the record straight without using legal jargon or highly technical communication. |
| | A) | human resources |
| | B) | administrative |
| | C) | public relations |
| | D) | advertising |
| | E) | sales |
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| 6 | |
An international company that wishes to avoid being perceived as an "uncaring behemoth that is only concerned with profits" should instruct its public relations department to use the long-term strategy of: |
| | A) | crisis management |
| | B) | advocacy advertising |
| | C) | sponsorship |
| | D) | reputation management |
| | E) | none of the above |
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| 7 | |
The goal of community involvement is to: |
| | A) | keep government officials informed of community activities |
| | B) | support a cause that has commercial objectives |
| | C) | develop a dialog between the company and the community |
| | D) | persuade government officials to support specific legislation |
| | E) | support a cause without any commercial objectives |
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| 8 | |
One of the drawbacks to co-sponsoring an event is: |
| | A) | the fact it is not cost-efficient |
| | B) | its inability to involve current and potential customers |
| | C) | the negative effect it has on employee morale |
| | D) | clutter |
| | E) | the public's universal disapproval of sponsorships |
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| 9 | |
In Atlanta, Georgia, many visiting musicians perform at the Coca-Cola Amphitheater, an outdoor arena that the soft drink manufacturer sponsors. Coca-Cola has used: |
| | A) | pro bono marketing |
| | B) | tangible philanthropy |
| | C) | venue marketing |
| | D) | event marketing |
| | E) | complementary marketing |
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| 10 | |
Which of the following is a guideline for measuring the effectiveness of event sponsorships? |
| | A) | Set a qualitative goal. |
| | B) | Avoid using any benchmarks. |
| | C) | Change other marketing variables during the sponsorship. |
| | D) | Establish a budget for measuring results, |
| | E) | Do all of the above. |
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| 11 | |
Which of the following is NOT a type of corporate advertising? |
| | A) | corporate classified advertising |
| | B) | public relations advertising |
| | C) | institutional advertising |
| | D) | recruitment advertising |
| | E) | corporate identity advertising |
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