Chapter 13 Public Relations and Sponsorship Programs

Question 1

Be able to identify an example of a sponsorship.

Answer 1

Sponsorship Marketing - Means that the company pays money to sponsor someone, some group, or something that is part of an activity. (ex: A company can sponsor a sports team or stadium. - Staples Center)

Question 2

In a public relations program, what is a hit?

Answer 2

Mentions of a company’s name in a news story. (A common goal for public relations programs.)

Question 3

In terms of measuring the impact of public relations, a hit can enhance what?

Answer 3

A hit can enhance the chance that consumers with see the brand in a news related context which can increase brand or company awareness.

Question 4

What are the functions of public relations?

Answer 4

Identify internal and external stakeholders
Assess the corporate reputation
Audit corporate social responsibility
Create positive image-building activities
Prevent or reduce image damage

Question 5

Be able to identify external stakeholders.

Answer 5

Includes groups such as the media, the local community, the financial community, the government, and special-interest groups. The company has no control over what these groups say or how they interpret information about the company.

Question 6

What is corporate social responsibility?

Answer 6

Is an organization’s obligation to be ethical, accountable, and reactive to the needs of society. It means companies align values for the greater good of society and take actions that have positive effects.

Question 7

Assessment of a corporation’s reputation begins with what?

Answer 7

Begins with conducting surveys and interviews in order to reveal perceptions of the organization. Monitoring online chatter, tweets, and social media produces additional information.

Question 8

What is cause-related marketing?

Answer 8

ties marketing activities with a charity in order to generate goodwill.

Question 9

What is greenwashing?

Answer 9

When a company fakes green, faking products that are good for the environment. This can harm a company’s reputation.

Question 10

Be able to identify an example of crisis management.

Answer 10

When a company refutes charges of misconduct in a forceful manner. Often a crisis contains the potential to improve the firm’s position and image. (ex: PepsiCo. Quickly produced videos and pictures proving hypodermic needles could not be found in their drinks.)

Question 11

What is the first step in developing a sponsorship or event marketing program?

Answer 11

The first step in developing this is Determining your objectives for the sponsorship/event.