Why large businesses purchase the naming rights to a new sport/event facility is because it

provides exclusivity and has potential to maximize exposure.

Which of the following statements is true regarding sports marketing:

distrib. of licensed apparel is effective brand awareness

SEM has advantage over all other types of licensors in the international marketplace because

sports are universally appealing.

When designing an event program for a charity event, it is important to

acknowledge the event sponsors.

Team-related factors that affect brand equity include

performance, coaches, and star athletes.

Universities sell the naming rights for their new football stadiums or basketball arenas is to

help pay for construction expenses.

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SEM 1.06

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Questions 17

Answers

1
The ultimate purpose of branding in sport/event marketing is to
identify the retailer.
obtain a sponsor.
encourage sales.
create awareness.
2
Example of a celebrity endorsing an event simply by being associated with it:
Appearing in a print ad
saying a tournament is great
Cheering for a football team
Attending a grand opening
3
Why large businesses purchase the naming rights to a new sport/event facility is because it
usually increases spectator fan-base loyalty levels.
is the least expensive way to create name recognition.
provides exclusivity and has potential to maximize exposure.
reduces the need to engage in other promotional activities.
4
The basis for licensing process is
trademarked property.
manufacturing
the fans.
sponsorship.
5
Athletes are often considered to be particularly effective promoting products related to their
sport.
background.
lifestyle
education
6
A celebrity who is paid to use a product and discuss its effectiveness on TV
personal observation
testimonial
interview
sales presentation
7
Which of the following statements is true regarding sports marketing:
athletes to endorse products does not increase brand
distrib. of licensed apparel is effective brand awareness
SEM encompasses only the radio and television media.
Corporations sponsor sporting events to decrease brand
8
SEM has advantage over all other types of licensors in the international marketplace because
foreign countries are usually wealthy.
they already make so much money in the U.S. market.
sports are universally appealing.
soccer is so popular
9
Which of the following is an example of a licensed product:
Buick invitational golf tournament
NASCAR earrings
Converse shoes
Wheaties cereal box featuring an athlete
10
What are royalties?
A percentage of actual sales
A percentage of union dues
A percentage of expected sales
A percentage of taxes
11
What should be included in an event program if it is longer than four pages?
Local news articles
Statement of organizers
Satisfaction survey
Table of contents
12
A celebrity's in a commercial while wearing a certain brand holding a certain brand equipment
cross-promotion.
team-building
public relations
personal selling
13
When designing an event program for a charity event, it is important to
offer free admission coupons to other events.
acknowledge the event sponsors.
include the printing costs on the back cover.
provide product samples.
14
What might a sports organ. offer a business to encourage that business to sponsor an event?
partial ownership
percent of profits
Free advertising
naming rights
15
Team-related factors that affect brand equity include
tradition, performance, and star athletes
star athletes, schedule, and tradition
schedule, coaches, and reputation.
performance, coaches, and star athletes.
16
Team name, mascot, and logo are important elements to create and maintain
market segmentation
brand awareness.
image extension
financial accountability.
17
Universities sell the naming rights for their new football stadiums or basketball arenas is to
encourage fans to attend sports events
create publicity for the new facility.
help pay for construction expenses.
honor a former student-athlete.

SEM 1.06 Flashcards | StudBud