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SEM 2 Test
SEM 2 Test
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1
By assigning a staff member to communicate and coordinate activities with each of its sponsors, a sport/event…
processing special orders.
creating expanded advertising opportunities.
providing efficient, ongoing service.
maximizing mass-media exposure.
2
One of the benefits to a business of using an advertising agency is that the
business can promote its products less expensively.
agency has an objective view of the marketplace.
agency may represent one of the business's competitors.
business will not need to prepare a promotional budget.
3
A characteristic of a full-service advertising agency is that it contains a
television studio.
talent agency.
printing facility.
creative department.
4
The primary objective of developing sport/event public-relations strategies is to
A
D
B
C
5
Which of the following is an example of a sport/event community outreach project:
C
D
B
A
6
Which of the following is an example of using a special event as a sales-promotion strategy to increase ticket sales:
Using telemarketers to contact a target audience
Planning an interview with a popular columnist
Holding a contest during a game or performance
Advertising prices in a community publication
7
One reason why many businesses contract with advertising agencies is to obtain
marketing strategies.
free publicity.
copywriting services.
operational advice.
8
Which of the following is an example of coordinating promotional activities:
B
D
C
A
9
Question 11
Develop a sales letter
Make cold calls to national corporations
Mail color brochures to all local businesses
Conduct online research
10
Professional sport franchises' marks are considered service marks because of
the agility of professional athletes.
the entertainment value of sporting events.
ticket sales.
the food and souvenir stands at sporting events.
11
Question 52
reinforce
overcome
surmount
displace
12
Question 22
A professional-development program
A community outreach activity
A public-relations crisis management initiative
A creative sales pitch
13
Question 46
Basics
Image
Credit
Sales
14
What is a benefit to a sports team of coordinating outreach projects with local community organizations?
Improves relations with the media
Decreases the need to advertise
Generates public support for a team
Attracts athletes from other sports
15
A sponsorship agreement between a sport team and a local business should
Guarantee results
Provide tangible rewards
Include third-party input
Benefit both parties
16
Immediately following a meeting with a potential event sponsor, an event organizer should
Adjust the pricing options in order to obtain the sale
Send a thank you card to each of the meeting participants
Ask the meeting participants for sponsorship referrals
Fax a copy of the proposal to the decision maker
17
A business coordinates its advertising, visual merchandising, and special events in order to
forecast sales.
attract customers.
improve relations.
develop policies.
18
What does the license grant portion of the license agreement specify?
A
B
D
C
19
Question 9
She is upselling the level of sponsorship
She is communicating sponsorship benefits
She is following up with the potential client
She is negotiating terms with a vendor
20
Sport/Event organizations need to build positive relationships with the media because they have
the ability to control advertising sponsors.
the means to spread news to the masses.
very few regulations that they must follow.
little control over what is considered newsworthy.
21
Which of the following is an example of a viral marketing strategy:
C
D
A
B
22
An event organizer is most likely to receive grant or foundation funding if the event
Benefits the community
Has national media coverage
Includes celebrity appearances
Appeals to a large target market
23
Question 24
Viral marketing
"Pay-it-forward" advertising
Loyalty programming
Product placement
24
Which of the following statements is true regarding the importance of fan support to sport/event activities:
D
B
C
A
25
What should every sport organization do before registering a trademark?
C
B
A
D
26
What portion of the license agreement specifies the exact begin and end dates of the contract?
Restrictions and requirements
Warranties and obligations
Term
License grant
27
Which of the following is an example of publicity in the sport/event industry:
A
C
B
D
28
A guideline to follow when preparing promotional budgets is to keep them flexible because they are
objectives
concepts
forecasts
techniques
29
Which of the following is a true statement about ambush marketing?
A
C
B
D
30
What variable might increase attendance at a professional soccer game?
Mass distribution of the team's sports program to the fans and media
A pregame autograph and photo session for fans with the team's players
A postgame dinner for team players and their families
Offering a wide variety of food and beverages at the concession stands
31
Before a sport/event organization can create goals for each one of its fan bases, what must the organization do?
C
B
A
D
32
Because a prospective sponsor may have questions about the sponsorship proposal, an event organizer should plan to
Evaluate sponsorship activities
Discuss sponsorship benefits
Conduct follow-up activities
Reinforce important deadlines
33
Sending newsletters, acknowledging efforts, providing extra benefits, and asking opinions are ways that event organizers
Advertise their products
Encourage vendor loyalty
Service their sponsors
Improve their brands
34
Question 49
$255,000
$262,500
$265,500
$250,000
35
Sport/Event marketers use public-relations strategies to create and maintain
indifferent attitudes.
low profiles.
suitable illusions.
specific images.
36
An important part of negotiating a sport/event sponsorship contract involves both- and the sponsor agreeing on the…
Fee and payment schedule
Date and time of the sport/event
Size and interest of the audience
Cost of planning and production
37
Question 45
Radio stations are charging more.
Consumers want more coupons.
Competitors are spending more.
Suppliers want more coverage.
38
The selection of a particular entertainer to endorse a new product should be directly linked to the company's
personality
image
profitability
distribution
39
Question 48
publicity
research
advertising
personal selling
40
Question 28
B
A
C
D
41
What is the primary factor that marketers must consider when allocating funds to the promotional budget?
Inventory levels
Promotional mix
Organization's size
Corporate accounting system
42
Which of the following is a factor that businesses often consider when selecting advertising agencies:
Performance record
Staff organization
Accounting system
Work environment
43
A sport/event planner contacting a local business about supporting an upcoming tennis tournament is an example of…
Participants
Corporate sponsors
Spectators
Paying customers
44
Question 53
maintain appearances.
keep employees occupied.
spread out promotional funds.
reach a large audience.
45
When should sport/event organizers consider hiring a promotional agency?
After a small event has established a positive reputation
If a large event is scheduled in many cities over time
Before corporate sponsors have been secured
Upon hiring additional personnel to oversee promotional efforts
46
Question 25
copyright infringement.
ambush marketing.
nondesignated sponsorship.
sales promotion.
47
The main characteristic of a full-service advertising agency is that it
does not provide services to individuals.
specializes in buying media time and space.
specializes in providing creative services.
does not limit its services to promotion.
48
When preparing a sponsorship agreement, it’s important for the sport/event to include detailed info concerning sponsor’s
Selling policies
Hiring practices
Marketing rights
Financing sources
49
What does trade dress protect?
The distinctive appearance/image of a good or service
The distinctive logo/graphics of a good or service
The distinctive slogan of a good or service
The distinctive name of a good or service
50
When an event planner seeks celebrity endorsements for an upcoming event, s/he should make sure they are credible and
neutral
resourceful
trustworthy
innovative
51
Marketers often develop and publish a promotional calendar of events in order to use the calendar as a(n)
pricing document.
operating system.
policy guide.
advertising tool.
52
To obtain operating funds, a not-for-profit sport camp for underprivileged children might seek
Celebrity endorsements
Grant or foundation monies
Tax refunds from the community
Capital-improvement loans
53
What do amateur sport organizations often solicit in order to be able to operate?
Free publicity
Media coverage
Playing time
Grant money
