Assume that you are the public relations director for a large multinational corporation. There are rumors that the chief executive officer has bribed foreign officials. How would you handle the situation?
Question 2What is funny in one region of a country will generally be funny in another region.
a. True
b. False
Indicate whether the statement is true or false
Question 3Name and describe the tools that are available to a public relations director when using proactive marketing public relations.
Question 4The effects of humor can differ due to differences in audience characteristics.
a. True
b. False
Indicate whether the statement is true or false
Question 5Compare and contrast proactive and reactive marketing public relations, and give an example of each.
Question 6Humorous ads are more effective than nonhumorous ads only when consumers' evaluations of the advertised brand are already positive.
a. True
b. False
Indicate whether the statement is true or false
Question 7Selecting an appropriate cause is a matter of fitting the brand to a cause that is naturally related to the brand's _____.
a. attributes
b. benefits
c. image
d. a and c only
e. a, b, and c
Question 8Humor is more successfully used with new rather than established products.
a. True
b. False
Indicate whether the statement is true or false
Question 9Negative attitudes toward CRM are due largely to consumers' cynicism about the sponsoring firm's _____.
a. charging a higher price for the product
b. unloading lower-quality products on the market
c. self-serving motive
d. taking advantage of consumers' generosity
e. using this marketing as a means to offset high advertising costs
Question 10Humor enhances source credibility.
a. True
b. False
Indicate whether the statement is true or false
Question 11Which of the following is an example of the most common form of cause-related marketing?
a. A bank donating 10 to the March of Dimes every time someone opened a new account
b. A brokerage firm sponsoring a golf tournament
c. A music store underwriting a rock concert
d. A sporting goods manufacturer supporting an environmental protection program
e. All of these are correct.
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