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Marketing Public Relations
Chapter 11 Events
1) Events related to Ben and Jerry's "Random Acts of Cone-ness" campaign reflected the firm's ______.
A) political activism regarding the environment
B) dependence on social networking sites
C) core values of social activism and fun
D) international marketing agenda
E) desire to defeat the competition
Answer: C
Diff: 2Page Ref: 173
Skill: Concept
LO: 1
2) All of the following were accomplished through the Ben and Jerry's "Random Acts of Cone-ness" campaign EXCEPT ______.
A) linking the company's image to the event
B) engaging the desired audience
C) creating buzz in the marketplace
D) garnering media attention
E) increasing sales in foreign markets
Answer: E
Diff: 2Page Ref: 174
Skill: Concept
LO: 1
3) Which of the following refers to events that a firm conceives and coordinates?
A) self-produced events
B) second-part events
C) third-party events
D) internal events
E) community events
Answer: A
Diff: 1Page Ref: 174
Skill: Concept
LO: 1
4) An event coordinated by an external organization with a group of partnering firms is known as a ______.
A) regional event
B) third-party event
C) charity event
D) self-produced event
E) global event
Answer: B
Diff: 1Page Ref: 174
Skill: Concept
LO: 1
5) How do firms most likely benefit from self-produced events?
A) saving time associated with putting on the event
B) sharing the burden with other firms and promoters
C) tailoring the event to the firm's products and customers
D) reducing the costs of coordinating an event with other firms
E) receiving advice from professional event managers
Answer: C
Diff: 3Page Ref: 174
Skill: Concept
LO: 1
6) Which of the following is a negative aspect of third-party events?
A) increasing costs associated with organizing the event
B) increasing liability for accidents that occur during the event
C) stretching personnel resources to run the event
D) competing for attention from participants in the event
E) overlooking the humanitarian nature of the event
Answer: D
Diff: 3Page Ref: 174
Skill: Concept
LO: 1
7) What is the primary MPR purpose for a firm that sponsors a local marathon and requires employees to serve as volunteers at the event?
A) raising national interest in the local community
B) providing media kits and takeaways to race participants
C) testing the firm's new marketing campaign
D) promoting healthy lifestyles choices within the community
E) establishing personal contact between the firm and the community
Answer: E
Diff: 3Page Ref: 174-175
Skill: Application
LO: 1
8) Which of the following is a distinguishing characteristic of an MPR event?
A) A firm attempts to interact with event participants.
B) Proceeds of the event are donated to charitable groups.
C) A firm places its logo in prominent locations at the event.
D) A third-party event planner organizes the event's activities.
E) An organization provides money to cover event costs.
Answer: A
Diff: 3Page Ref: 175
Skill: Concept
LO: 1
9) How can an organization's presence be most clearly established at an MPR event?
A) giving discounts for products to event participants
B) sending invitations to connectors to attend the event
C) selecting an event related to the firm's overall mission
D) placing signs and advertisements at the event
E) providing free samples to connectors and participants
Answer: D
Diff: 3Page Ref: 175
Skill: Concept
LO: 2
10) In order to be most effective, an event takeaway at a pharmaceutical trade show should be a ______.
A) fun product that children will enjoy
B) costly item that attracts non-prospects
C) functional reminder of an organization
D) brochure with product and contact details
E) disposable or edible item with a firm's logo on it
Answer: C
Diff: 2Page Ref: 175
Skill: Application
LO: 2
11) In order to have a successful MPR event, it is important that firms closely align the topic of an event with the ______of the firm.
A) connectors
B) structure
C) importance
D) perception
E) demographics
Answer: D
Diff: 1Page Ref: 175
Skill: Concept
LO: 2
12) Which of the following actions should be taken immediately after an MPR event to ensure the event's success?
A) sending thank-you notes to participants
B) making plans for future events in the community
C) distributing extra takeaways to employees
D) providing media with access to an event's location
E) placing advertisements on national TV to saturate the market
Answer: A
Diff: 2Page Ref: 175
Skill: Concept
LO: 2
13) A periodic gathering of manufacturers, suppliers, and distributors in a specific industry to provide product demonstrations and sales information is a ______.
A) seminar
B) press conference
C) third-party event
D) community forum
E) trade show
Answer: E
Diff: 1Page Ref: 176
Skill: Concept
LO: 3
14) What is the underlying purpose of a trade show?
A) providing training to employees
B) announcing changes in firm management
C) sharing information about a specific topic
D) connecting firms with potential buyers
E) testing new products during the development process
Answer: D
Diff: 2Page Ref: 176
Skill: Concept
LO: 3
15) Before choosing which trade show to attend, a marketer should first consider which of the following?
A) location of the show
B) type of press kit to create
C) buying potential of attendees
D) availability of sales personnel
E) seasonal marketing needs
Answer: C
Diff: 2Page Ref: 176
Skill: Concept
LO: 3
16) After selecting which trade show to attend, a firm would most likely ______.
A) organize a seminar for the accounting department
B) contact the media about the products to be displayed
C) analyze the demographics of the trade show's expected attendees
D) contact the trade show management company for attendee statistics
E) assess the list of exhibitors who will be attending the trade show
Answer: B
Diff: 2Page Ref: 177
Skill: Concept
LO: 3
17) Which of the following would be the most effective technique for an MPR professional to use at an electronics trade show to gain media mention about a new product?
A) avoiding direct contact with media personnel
B) giving media kits to all attendees at a trade show
C) e-mailing connectors media kits after the show is over
D) distributing takeaways to other MPR professionals
E) personally delivering media kits to connectors
Answer: E
Diff: 3Page Ref: 177-178
Skill: Application
LO: 3
18) The exhibit occupied by a firm on the floor of a trade show is the ______.
A) booth
B) cubicle
C) press room
D) station
E) seminar
Answer: A
Diff: 1Page Ref: 178
Skill: Concept
LO: 3
19) Which of the following best describes the purpose of a press room at a trade show?
A) location where journalists televise reports about the show
B) area occupied by an organization for displaying products
C) place where exhibiting firms can request media coverage
D) location where exhibiting firms can leave information for reporters
E) area set aside for attendees and exhibitors to personally interact
Answer: D
Diff: 2Page Ref: 178
Skill: Concept
LO: 3
20) All of the following are likely reasons for trade shows lacking effectiveness in recent years EXCEPT ______.
A) the Internet
B) low sales commissions
C) declining attendance
D) fast transportation methods
E) advancements in communication
Answer: B
Diff: 2Page Ref: 179
Skill: Concept
LO: 3
21) A self-produced event in which a firm schedules an industry expert to conduct an informational session with an audience is a ______.
A) trade show
B) conference
C) seminar
D) work event
E) breakout session
Answer: C
Diff: 1Page Ref: 179
Skill: Concept
LO: 4
22) Which of the following is a gathering of individuals from the same profession or industry who meet to share information about a topic?
A) third-party event
B) trade show
C) self-produced event
D) community forum
E) conference
Answer: E
Diff: 1Page Ref: 179
Skill: Concept
LO: 4
23) One of the MPR purposes for a firm that conducts an educational seminar for potential customers is ______.
A) diagnosing product failures
B) building credibility
C) leading panel discussions
D) pitching sales concepts
E) networking with peers
Answer: B
Diff: 2Page Ref: 179-180
Skill: Concept
LO: 4
24) Seminars and conferences used for MPR purposes should have which of the following characteristics?
A) hidden sales pitches
B) third-party management
C) creative booths
D) informative content
E) electronic press kits
Answer: D
Diff: 2Page Ref: 179-180
Skill: Concept
LO: 4
25) Which of the following is the most likely outcome of providing exceptional content at a seminar?
A) media attention
B) slow ticket sales
C) seminar pod casts
D) community marketing
E) connector dissatisfaction
Answer: A
Diff: 2Page Ref: 180
Skill: Concept
LO: 4
26) The majority of community and cause-related efforts supported by firms are intended to help the public and to ______.
A) support employee causes
B) increase employee retention
C) promote the firm
D) raise firm standards
E) meet the firm's mission
Answer: C
Diff: 2Page Ref: 180-181
Skill: Concept
LO: 5
27) A group of people with an interest in a shared topic or cause is known by which of the following terms?
A) clique
B) commonwealth
C) demographic
D) community
E) nationality
Answer: D
Diff: 1Page Ref: 181
Skill: Concept
LO: 5
28) Experiential marketing has been used on an increasing basis in recent years by which of the following industries?
A) clothing
B) automobile
C) beverage
D) tourism
E) computer
Answer: B
Diff: 2Page Ref: 181
Skill: Concept
LO: 5
29) The Mercedes' C-Spot events were primarily designed to ______.
A) generate personal relationships between the firm and the media
B) satisfy the needs and concerns of long-term Mercedes owners
C) encourage charitable donations among Mercedes owners
D) draw attention to special pricing opportunities
E) create interest among future luxury car buyers
Answer: E
Diff: 3Page Ref: 181
Skill: Application
LO: 5
30) What is the first question to ask when a firm is planning a cause-related event?
A) What will it cost to use a third-party event planner ?
B) What charities are the competitors supporting?
C) How can employees and connectors strategically work together?
D) Does the charitable cause align with the firm's position?
E) Does the firm have the resources to self-produce the event?
Answer: D
Diff: 3Page Ref: 181
Skill: Application
LO: 5
31) Whether a community or cause-related event is newsworthy depends most heavily on the event's ______.
A) takeaways
B) press kits
C) relevance to the audience
D) significance to upper management
E) usage of the firm's brand and logo
Answer: C
Diff: 2Page Ref: 181
Skill: Concept
LO: 5
32) All of the following are types of community and cause-related event formats EXCEPT ______.
A) trade shows
B) lectures
C) auctions
D) contests
E) dinner dances
Answer: A
Diff: 1Page Ref: 181-182
Skill: Concept
LO: 5
33) Which of the following refers to an event where attendees actively participate in an activity such as removing graffiti from city structures?
A) trade show
B) seminar
C) self-produced event
D) community forum
E) work event
Answer: E
Diff: 1Page Ref: 182, 188
Skill: Concept
LO: 5
34) How does cause-related marketing most likely benefit a firm?
A) generating high amounts of revenue in the short-term
B) eliminating the need for costly advertising campaigns
C) offering an opportunity to distribute unwanted products
D) providing low-cost exposure of a firm's products
E) creating an opportunity to gather customer demographic data
Answer: D
Diff: 2Page Ref: 182
Skill: Concept
LO: 5
35) A ______is the convening of media representatives by an organization for the purpose of making an announcement or providing an explanation about a specific subject.
A) discussion panel
B) press conference
C) community event
D) forum
E) workshop
Answer: B
Diff: 1Page Ref: 183, 188
Skill: Concept
LO: 6
36) Which of the following terms refers to the master of ceremonies or facilitator of a press conference?
A) host
B) connector
C) executive
D) moderator
E) journalist
Answer: D
Diff: 1Page Ref: 185
Skill: Concept
LO: 6
37) The primary function of a moderator at a press conference is to ______.
A) rehearse answers with employees
B) ask the speaker questions
C) prepare visual aids for distribution
D) provide technical assistance to camera crews
E) maintain the focus of journalists at the event
Answer: E
Diff: 2Page Ref: 184
Skill: Concept
LO: 6
38) What is the most appropriate way to maximize visual impact at a press conference?
A) eliminate background noise
B) present a slide show
C) seat speakers close together
D) distribute copies of press releases
E) create a backgrounder for each speaker
Answer: C
Diff: 2Page Ref: 185
Skill: Concept
LO: 7
39) How can the audio impact of a press conference be improved to ensure the information is broadcasted on the radio?
A) distributing backgrounders
B) displaying firm banners and logos
C) bringing visual props like charts
D) providing good acoustics in the room
E) encouraging multiple speakers to answer questions
Answer: D
Diff: 2Page Ref: 186
Skill: Application
LO: 7
40) The press conference scheduled for the Falcon's Lair "Best of the Nest" program would most likely be successful if the ______.
A) speaker made a few humorous comments
B) speaker's statements lasted at least twenty minutes
C) moderator refrained from controlling the questions being asked
D) speaker used Power Point slides to illustrate the message
E) speaker gave an impromptu statement instead of a prepared statement
Answer: A
Diff: 3Page Ref: 187
Skill: Application
LO: 7
41) A third-party event benefits sponsoring firms because the purpose of the event is tailored to the marketing objectives of each organization.
Answer: FALSE
Diff: 1Page Ref: 174
Skill: Concept
LO: 1
42) Trade shows, seminars, and conferences are events intended to facilitate personal contact with customers and connectors in a non threatening environment.
Answer: TRUE
Diff: 2Page Ref: 174-175
Skill: Concept
LO: 1
43) A well-planned event can strengthen brand awareness and generate qualified sales leads.
Answer: TRUE
Diff: 2Page Ref: 175
Skill: Concept
LO: 1
44) Successful MPR events clearly separate the image of an organization from the purpose or activities of the event.
Answer: FALSE
Diff: 1Page Ref: 175
Skill: Concept
LO: 2
45) Event selection should be primarily based upon how well the topic of the event aligns with the firm's annual sales budget.
Answer: FALSE
Diff: 2Page Ref: 175
Skill: Concept
LO: 2
46) Connectors should be kept informed before, during, and after an event to increase a firm's chances of garnering media attention about the event.
Answer: TRUE
Diff: 1Page Ref: 175
Skill: Concept
LO: 2
47) Community events are sales-oriented activities that increase the opportunity for firms and potential buyers to interact on a personal level.
Answer: FALSE
Diff: 1Page Ref: 176
Skill: Concept
LO: 3
48) Trade show management companies are a useful resource for information about the projected number of attendees at a trade show and the media that will most likely cover the show.
Answer: TRUE
Diff: 1Page Ref: 177
Skill: Concept
LO: 3
49) MPR professionals must organize and execute trade shows more effectively in the modern world because of advances in communications technology and transportation services.
Answer: TRUE
Diff: 1Page Ref: 179
Skill: Concept
LO: 3
50) Individuals who attend conferences have the opportunity to network with peers in the same industry or profession and to gain information from experts during panel discussions and presentations.
Answer: TRUE
Diff: 2Page Ref: 179
Skill: Concept
LO: 4
51) Seminars and conferences used for MPR purposes should position organization outsiders as subject matter experts.
Answer: FALSE
Diff: 2Page Ref: 179
Skill: Concept
LO: 4
52) For the purpose of community events, "community" is defined as groups of people in the same geographic area or with a common interest in a specific cause.
Answer: TRUE
Diff: 1Page Ref: 181
Skill: Concept
LO: 5
53) Luxury automobile manufacturers are spending fewer marketing dollars on experiential-marketing events because of the excessive costs associated with such campaigns.
Answer: FALSE
Diff: 2Page Ref: 181
Skill: Concept
LO: 5
54) Employees of a firm that spend a weekend building a house for Habitat for Humanity are participating in a work event.
Answer: TRUE
Diff: 2Page Ref: 183
Skill: Application
LO: 5
55) Cause-related marketing serves firms by generating positive attitudes about the firm's products and breaking through advertising clutter in the marketplace.
Answer: TRUE
Diff: 2Page Ref: 182
Skill: Concept
LO: 5
56) Location and backdrop are insignificant factors in the press conference planning process.
Answer: FALSE
Diff: 1Page Ref: 183-184
Skill: Concept
LO: 6
57) Friday, Saturday, and Sunday are the best days of the week to get news coverage of a press conference.
Answer: FALSE
Diff: 2Page Ref: 184
Skill: Concept
LO: 6
58) Invitations to a press conference should be given in advance to friendly politicians, allies, and local media outlets.
Answer: TRUE
Diff: 2Page Ref: 184
Skill: Concept
LO: 6
59) During a press conference, it is best to speak without notes or a prepared speech to avoid sounding scripted.
Answer: FALSE
Diff: 2Page Ref: 186
Skill: Concept
LO: 7
60) Prior to a press conference, journalists should be given background material and a copy of the press statement.
Answer: TRUE
Diff: 1Page Ref: 186
Skill: Concept
LO: 7
61) What are the two primary categories for MPR event classification? Briefly describe the differences between the two.
Answer: The two major categories of MPR events are self-produced and third-party events. Self-produced events are events a firm conceives and coordinates on its own. Third-party events are put on by an external organization that invites firms to partner with them.
Diff: 2Page Ref: 174
Skill: Concept
LO: 1
62) How can an organization create a presence at an MPR event?
Answer: An organization can use advertising-type marketing vehicles to make the firm, its participation in the event, and its message stand out. Signs, ads, and even people in branded clothing can also enhance how the participants perceive the firm's involvement in the event.
Diff: 2Page Ref: 175
Skill: Application
LO: 2
63) What is a trade show? How can firms benefit from participating in trade shows?
Answer: Trade shows are periodic gatherings at which manufacturers, suppliers, and distributors in a particular industry, or related industries, display their products and provide information for potential retail, wholesale, or industrial buyers. From this definition you can see that they are sales-oriented events where the primary goal is for firms to meet potential buyers. Despite their bias to the sales portion of the marketing mix, however, trade shows can provide ample opportunities to garner media mentions and spur word-of-mouth if the firm chooses the right shows and employs the right MPR strategy.
Diff: 3Page Ref: 176
Skill: Application
LO: 3
64) Why has the effectiveness of trade shows been debated in recent years?
Answer: In recent years some marketing professionals have questioned the effectiveness of trade shows, citing declining attendance. While there is conflicting evidence on trends in trade show turnout, buyers clearly no longer need to wait until trade show time to see the latest and greatest products. Advances in communications technology and transportation allow prospective customers to seeproducts online, instantly, and to receive a demonstration or sample within a few days.
Diff: 3Page Ref: 179