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