Unit 2 Test SEM II

Question 1

The main characteristic of a full-service advertising agency is that it

Accepted Answer

does not limit its services to promotion

Question 2

A characteristic of a full-service advertising agency is that it contains a

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creative department

Question 3

Important part of negotiating a sponsorship contract involves both event and sponsor agreeing

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fee and payment schedule.

Question 4

Sport/Event marketers use public-relations strategies to create and maintain

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specific images

Question 5

One reason why many businesses contract with advertising agencies is to obtain

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copywriting services.

Question 6

To obtain operating funds, a not-for-profit sport camp for underprivileged children might seek

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grant or foundation monies.

Question 7

What is a factor that businesses often consider when selecting advertising agencies:

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Performance record

Question 8

Professional sport franchises' marks are considered service marks because of

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the entertainment value of sporting events

Question 9

What does trade dress protect?

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The distinctive appearance/image of a good or service

Question 10

What's the most efficient and inexpensive way for a soccer-camp director to locate grant money?

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Conduct online research

Question 11

What does the license grant portion of the license agreement specify?

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What types of merchandise will be produced

Question 12

Sport/Event organizations need to build positive relationships with the media because they have

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the means to spread news to the masses

Question 13

Because a potential sponsor may have questions about a proposal, an event organizer should plan

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conduct follow-up activities.

Question 14

What variable might increase attendance at a professional soccer game?

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A pregame autograp photo session for fans with team players

Question 15

By coordinating activities with its sponsors, an organization facilitates goodwill by

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providing efficient, ongoing service.

Question 16

A start-up company might consider allocating a portion of promotional budget to __ activities.

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personal selling

Question 17

The selection of a celebrity to endorse a product should be directly linked to the company's

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image

Question 18

One of the benefits to a business of using an advertising agency is that the

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agency has an objective view of the marketplace

Question 19

Immediately following a meeting with a potential event sponsor, an event organizer should

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send a thank-you card to each of the meeting participants

Question 20

Before an sport organization can create goals for each one of its fan bases, what must they do?

Accepted Answer

Establish a positive relationship with its fan base

Question 21

Which of the following is a true statement about ambush marketing?

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uses questionable tactics to connect non-sponsoring business

Question 22

When might a business decide to raise the funds that it gives to its promotional budget

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Competitors are spending more

Question 23

What do amateur sport organizations often solicit in order to be able to operate?

Accepted Answer

Grant money

Question 24

Whats an example of a promotion that uses a special event to raise attendance at baseball game

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autographed baseballs are given to the first 100 attendees

Question 25

after presenting a proposal Caitlin calls the company's president and asks about concerns

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She is following up with the potential client.

Question 26

Many businesses coordinate a wide variety of promotional activities in order to

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reach a large audience

Question 27

Marketers often develop and publish a promotional calendar of events for what

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advertising tool.

Question 28

When preparing a sponsorship agreement, it is important to include info about the sponsor's

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marketing rights.

Question 29

What is a benefit to a sports team of coordinating outreach projects with local community?

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Generates public support for a team

Question 30

Which of the following statements is true regardingf fan support to sport/event activities

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Without support an organization's profitability decreases

Question 31

A sporting goods company placed funny video on YouTube & got 436,067 views, this is an example

Accepted Answer

Viral marketing

Question 32

The primary objective of developing sport/event public-relations strategies is to

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establish goodwill with all of the organization's fan base

Question 33

A bus that uses specials to attract customer interest should use displays to____ that interest.

Accepted Answer

reinforce

Question 34

What must be considered when allocating funds to the promotional budget?

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Promotional mix

Question 35

Which of the following is an example of a viral marketing strategy:

Accepted Answer

e-mailer asks receiver to forward the message to 10 friends

Question 36

One of the benefits to a business of using an advertising agency is that the

Accepted Answer

agency has an objective view of the marketplace.

Question 37

When seeking celebrity endorsements, event marketers should make sure they're credible and what

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trustworthy

Question 38

An event organizer is most likely to receive grant or foundation funding if the event

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benefits the community

Question 39

What portion of the license agreement specifies the exact begin and end dates of the contract?

Accepted Answer

Term

Question 40

What is an example of using a special event as a sales-promotion strategy to raise ticket sales

Accepted Answer

Holding a contest during a game or performance

Question 41

Which of the following is an example of a sport/event community outreach project:

Accepted Answer

soccer team works with businesses & media to help school

Question 42

Which of the following is an example of coordinating promotional activities:

Accepted Answer

A business advertises its product & mails free samples

Question 43

organizations give away bike helmets to the first 200 visitors who stop by their display for

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A community outreach activity

Question 44

When should sport/event organizers consider hiring a promotional agency?

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If a large event is scheduled in many cities over time

Question 45

Which of the following is an example of publicity in the sport/event industry:

Accepted Answer

printing a nice story about a college volleyball player.

Question 46

Sending newsletters, providing extra benefits, and asking opinions are ways event organizers

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service their sponsors.

Question 47

A sponsorship agreement between a sport team and a local business should

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benefit both parties.

Question 48

contacting a local business about supporting a tennis tournament is an example of

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corporate sponsors.

Question 49

A business coordinates its advertising, visual merchandising, and special events in order to

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attract customers

Question 50

What might a business lose if it fails to inform its employees about the goods being promoted:

Accepted Answer

Sales

Question 51

What should every sport organization do before registering a trademark?

Accepted Answer

Conduct a trademark search for conflicting/similar marks

Question 52

Co that has no association with Olympics runs TV ad congratulating athlete for gold medals is

Accepted Answer

ambush marketing.

Question 53

A guideline to follow when preparing promotional budgets is to keep them flexible because they

Accepted Answer

forecasts.

Unit 2 Test SEM II

Questions 53

Unit 2 Test SEM II

Questions 53