Which is an ex. of using a special event as a sales-promotion strategy to increase ticket sales

Holding a contest during a game or performance

Assigning a staff member to coordinate with its sponsors, an event facilitates goodwill by

providing efficient, ongoing service.

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

the means to spread news to the masses.

What must the organization do before it can create goals for each one of its fan bases?

Determine its strengths and weaknesses with each public

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

agency has an objective view of the marketplace

Professional sport franchises' marks are considered service marks because of

the entertainment value of sporting events.

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

E-mail sender asks the receiver to forward to friends

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

Which properties are being licensed

What does trade dress protect?

The distinctive appearance/image of a good or service

What should every sport organization do before registering a trademark?

Conduct a trademark search for similar marks

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

Uses tactics to connect a non-sponsoring business with event

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

A business advertises a product & mails samples to consumers

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

Local paper prints a interest story about a college player.

What variable might increase attendance at a professional soccer game?

Pregame autograph & photo session for fans.

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

does not limit its services to promotion

studbud

SEM 2 Unit 2

30 termsStudBud Administration59 plays

Imported from external platform

Flashcards30 cardsFPractice quizPHost liveL

Questions 30

Answers

1
Which is an ex. of using a special event as a sales-promotion strategy to increase ticket sales
Holding a contest during a game or performance
Using telemarketers to contact a target audience
Advertising prices in a community publication
Planning an interview with a popular columnist
2
Marketers often develop & publish a promotional calendar of events in order to
use as a advertising tool
use as a operating system
use as a policy guide
use as a pricing document.
3
Assigning a staff member to coordinate with its sponsors, an event facilitates goodwill by
processing special orders.
providing efficient, ongoing service.
maximizing mass-media exposure.
creating expanded advertising opportunities.
4
Sport/Event organizations need to build positive relationships with the media because they have
little control over what is considered newsworthy.
the means to spread news to the masses.
the ability to control advertising sponsors.
very few regulations that they must follow.
5
What must the organization do before it can create goals for each one of its fan bases?
Identify the appropriate tools to deliver the message
Determine its strengths and weaknesses with each public
Establish a positive relationship with each fan base
Evaluate the impact of various publicity messages
6
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
business will not need to prepare a promotional budget
agency may represent one of the business's competitors
7
Professional sport franchises' marks are considered service marks because of
the entertainment value of sporting events.
ticket sales.
the food and souvenir stands at sporting events.
the agility of professional athletes.
8
To obtain operating funds, a not-for-profit sport camp for underprivileged children might seek
capital-improvement loans.
tax refunds from the community.
celebrity endorsements.
grant or foundation monies.
9
When preparing a sponsorship agreement, it is important to include info concerning the sponsor
marketing rights
selling policies
financing sources
hiring practices
10
Which of the following is an example of a viral marketing strategy:
Banner shows a graphic of ice-cold glass of a soft drink
Store places posters of suppliers near the building entrance
A blimp displaying a retail chain logo flies over a stadium.
E-mail sender asks the receiver to forward to friends
11
What does the license grant portion of the license agreement specify?
Which properties are being licensed
Procedures to review the licensee's work
Exact begin and end dates of the contract
Details regarding payments
12
What does trade dress protect?
The distinctive name of a good or service
The distinctive slogan of a good or service
distinctive logo/graphics of a good or service
The distinctive appearance/image of a good or service
13
A sponsorship agreement between a sport team and a local business should
include third-party input
benefit both parties
provide tangible rewards
guarantee results
14
What should every sport organization do before registering a trademark?
Offer guidelines for consumers to recognize fake products
Develop a licensing program
Hire "logo cops" to look for counterfeit merchandise
Conduct a trademark search for similar marks
15
Which of the following is a true statement about ambush marketing?
Most businesses believe that ambush marketing is ethical
Relies on celebrity endorsements to become official sponsor
Business pays a sponsorship fee to be associated with event
Uses tactics to connect a non-sponsoring business with event
16
Selection of a particular entertainer to endorse a product should be linked to the company's
profitability
image
distribution
personality
17
Which of the following is an example of coordinating promotional activities:
Members of the distribution channel share advertising costs.
A business advertises a product & mails samples to consumers
A famous athlete endorses a product in TV & magazine ads
business develops an annual schedule for window displays.
18
4. What do amateur sport organizations often solicit in order to be able to operate?
Playing time
Grant money
Media Coverage
Free publicity
19
Which of the following is an example of publicity in the sport/event industry:
A business owner buys uniforms for a Little League team.
Local paper prints a interest story about a college player.
The IOC elects a new president to its governing boar
National soccer league gets advertising spots on network TV
20
One reason why many businesses contract with advertising agencies is to obtain
marketing strategies.
free publicity.
copywriting services
operational advice.
21
What variable might increase attendance at a professional soccer game?
Postgame dinner for team players and their families
Offering a variety of food & drinks at concession stands
Pregame autograph & photo session for fans.
Mass distribution of the team's sports program to the fans
22
Sending newsletters, providing extra benefits, & asking opinions are ways that event organizers
service their sponsors.
advertise their products.
encourage vendor loyalty.
improve their brands.
23
Because a sponsor may have questions about a proposal, an event organizer should plan to
discusss sponsorship beneiftes
conduct follow-up activities
evaluate sponsorship activities
reinforce important deadlines
24
Important part of negotiating a sponsorship contract involves the event & the sponsor agreeing
date and time of the sport/event.
fee and payment schedule
cost of planning and production
size and interest of audience
25
A business coordinates its advertising, visual merchandising, and special events in order to
attract customers
improve relations.
forecast sales.
develop policies.
26
Which of the following is a factor that businesses consider when selecting advertising agencies
Performance record
Work environment
Accounting system
Staff organization
27
The main characteristic of a full-service advertising agency is that it
specializes in providing creative services
specializes in buying media time and space.
does not provide services to individuals.
does not limit its services to promotion
28
A guideline to follow when preparing promo budgets is to keep them flexible because they are
objectives
concepts
forecasts
techniques
29
Sport/Event marketers use public-relations strategies to create and maintain
suitable illusions
low profiles
specific images
indifferent attitudes
30
An event organizer is most likely to receive grant or foundation funding if the event
benefits the community
has national media coverage
appeals to a large target market
includes celebrity appearances

SEM 2 Unit 2 Flashcards | StudBud