Term
| Public relations efforts can be aimed at .... |
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Definition
ALL OF THE ABOVE
- Employees
- Stockholders
- Governments
- Labor Groups |
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Term
| Brands must be _____ to be able to rely on publicity for successful introductions. |
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Definition
| High in uniqueness or visibility. |
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Term
| The _____ marketing public relations strategy describes the conduct of public relations in response to internal influences. |
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Definition
| NONE OF THESE ARE CORRECT. |
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Term
| The _____ marketing public realations strategy is offensively oriented and opportunity seeking. |
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Definition
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Term
| Wal-Mart is using marketing public relations to let the public know of its support for hurricane Katrina victimes. COmpany leaders have been on several morning talk show programs discussing the money and aid they've provided to the affected victims of this storm. Wal-Mart is using _____ marketing public relations. |
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Definition
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Term
| The ____ marketing public realtions strategy describes the conduct of public relations in response to outside influences. |
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Definition
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Term
| Which factor largely accounts for the effectiveness of proactive marketing public relations? |
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Definition
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Term
| A product realase may address.... |
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Definition
| how additional information can be obtained. |
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Term
| In general, the most dramatic factors underlying the need for reactive MPR are ... |
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Definition
| product defects and failures. |
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Term
| Cybill Shpherd was a spokesperson for the "Beef is Good Food" advertising campaign until a reputable magazine published an interview w/Shepherd in which she admitted never eating red meat. From the Beef Board's perspective, Shepherd's magazine interview was... |
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Definition
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Term
| A(n) _____ immediately following negative publicity can less the damage that will result, such as diminished public confidence in a company and its brands, or a major loss in sales and profits. |
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Definition
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Term
| The spread of negative product via the Internet is equivalent to .... |
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Definition
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Term
| A _____ rumor involves supposed company policies or practices that are threatening or idealogically undesireable to consumers. |
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Definition
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Term
| Which of the following activities should be included in an anti-rumor campgain? |
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Definition
ALL OF THE ABOVE
- Deciding the specific poitns in the rumor that need to be refuted.
- Emphasizing that the rumor is untrue or unfair.
- Picking appropriate media and vehicles for delivering the anti-rumor message
- Selecting a credible spokesperson to deliver the message on the company's behalf |
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Term
| In social networks of interpersonal reslationships, consumers' interpersonal relations range along a continuum from very ____ (such as frequent and often intimate conversations between friends) to ______ (such as rare interactions between casual acquaintances). |
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Definition
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Term
| Marketing communications - especially via advertising media - is critical for getting the information-dissermination ball rolling. Thereafter, it is ____ that drive the flow of information about products, services, and brands. |
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Definition
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Term
| Rob is an outstanding skier who is often called upon by other consumers for advice about water skis. For this product category, Rob apparently is considered a(n)... |
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Definition
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Term
| Marzetta has information about many kinda of products, stores, and other facets of markets, and initiates discussions with consumers and responds to requests from consumers for the market information. Marzetta is a(n).... |
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Definition
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Term
| The systematic and orgainzed effort to encourage people to talk favorably about a particular product, service, or brand, and to recommend its use to others who are part of their social network is known as.... |
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Definition
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Term
| Messages about new products that are attention-catching and memorable enable more rapid diffusion because they possess the ____ factor. |
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Definition
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Term
| The rule of epidemics that states that the circumstances and conditions have to be right for a persuasive message conveyed by a connector to have tis impact and initiate an epidemic is the..... |
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Definition
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Term
| When igniting explosive self-generating demand, the group that will have the greatest influence over other consumers is known as the _____ |
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Definition
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Term
| A form of brand promotion that ties a brand to a meaningful athletic, entertainment, cultural, social, or other type of high-interest public activity is known as .... |
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Definition
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Term
| Coca-Cola paid $250 million to be the official soft drink of the NFL for a 5-year period. After sponsoring the NFL for several years, a general survey asked football fans to name brands that sponsor the NFL. 34% named Pepsi-Cola as a sponsor. This is an example of... |
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Definition
| sponsor misidentification. |
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Term
| Mangagers of Kibbles 'n Bits brand of dog food developed the "Do Your Bit for Kibbles 'n Bits" tour that covered 33 US cities during a 3month period. the event involved having consumers in each of the cities enter their dogs in a competition to determine which dog would be picked for the brand's next TV commerical, based on the quality of tricks the dog would perform to receive the dog food. This is an example of.... |
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Definition
| Creating a customized event. |
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Term
| Sponsorships cannot be justified unless there is proof that ____ are being achieved. |
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Definition
| brand equity and financial objectives |
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