In formulating an communication channel strategy which is NOT proposed by Kotler & Keller

Why it needs to be said (Message Purpose?)

In seeking Events sponsorship the organisers want

Cash In Kind enhanced marketing & expertise

Which is not a marketing objective?

To generate awareness for Art Galley Opening amongst all loyalty members

PR covers a wide spectrum of functions except one of the following

Controlling all publicity generated

Which is NOT a reason Crompton gives for increased focus on sponsorship

Audience do not care about sponsors

The promotional mix comprises

Advertising PR publicity sales promotion and personal selling

Which is NOT an element of Risk Management of sponsorship?

Do not have a crisis management plan

Which is NOT an evaluation measure of PR & Publicity

Increased capacity at the venue

Contemporary marketing communications relies on the website as the hub of its IMC strategy for all but

inability to update to manage updates

There are determined to be six tools of persuasion in communication they are:

Reciprocation commitment social proof liking authority & scarcity

studbud

EVT300 Revision to Week 10

30 termsStudBud Administration14 plays

Questions will assist in Exam T2 2019

Flashcards30 cardsFPractice quizPHost liveL

Questions 30

Answers

1
Which is NOT a characteristic of advertising
Has an Identified Sponsor
Selective communication
Advertising is Non-personal
Persuasive & controlled
2
In developing a sponsorship program which is NOT a key consideration?
Are major event stakeholders likely to approve of commercial sponsorship
All of the above
Are there companies that are not suitable as sponsors?
Does the event have the resources necessary to sell and operate a sponsors
3
In formulating an communication channel strategy which is NOT proposed by Kotler & Keller
Who should say it (Message Source?)
Why it needs to be said (Message Purpose?)
What to say (Message Strategy)
How to say it (Creative Strategy)
4
In seeking Events sponsorship the organisers want
creative events programs
Cash In Kind enhanced marketing & expertise
networking and sales promotion
Video and media coverage
5
Which of the following is NOT an element of partnership?
It is contractually binding
last longer and bring greater rewards
funding is NOT tied to a specific event or program or activity.
exchange of cash brand building staff volunteering expertise office space
6
Which is not a marketing objective?
To achieve $2 million in revenue for the event.
To grow event attendance by 30% in the next 12 months
To achieve 20,000 Early Bird registations
To generate awareness for Art Galley Opening amongst all loyalty members
7
In undertaking sponsorship sponsors want a relative competitive advantage such as
All of the above
That you have addressed ambush marketing
The event is unique or distinctive
An advantage in reaching a specific target audience
8
What are the benefits of an integrated marketing communications approach?
All of the above
Makes messages more consistent and therefore more credible.
Reduces risk in the mind of the buyer
Shortens the search process and helps to dictate the outcome of brand compa
9
PR covers a wide spectrum of functions except one of the following
Achieving positive editorial media coverage
Reputation management
Controlling all publicity generated
Networking with potential clients
10
Which is NOT a reason Crompton gives for increased focus on sponsorship
Growth in the number of media outlets
Loss in the effectiveness of television advertising
Audience do not care about sponsors
Increases in the number of products/ services on the market
11
Which is NOT an example of Sales Promotion?
Sales blitz
Coupons and rebates
Point of purchase promotion
Contests and Sweepstakes
12
What elements go into costing Sponsorship?
Identify the cost / value of the benefits offered
Consider comparative market value
Cost of servicing the sponsor
All of the above
13
When sourcing a sponsor you need to consider
Attribute matching
All of the above
Audience matching
Objective matching
14
Why is imagery so important in marketing an event?
In human psychology non-verbal gestures are critically important
All of the above
Images have an immediate impact
Images have greater potential to engage and involve.
15
What are the gains for an Event Sponsor?
Data on customers
Visibility and promotions
All of the above
Use of event name
16
Which is NOT a media selection consideration?
Cost per contact
Frequency
Competitor choice
Reach
17
For Sponsors which would NOT be considered as exposure potential?
What is the news value of the event
Will coverage be local or national
The potential to integrate with current campaigns
Possible mobile users
18
Which of the following is NOT one of the steps in consumer decision making process?
Purchase
Information search
viability
Need recognition
19
Which is NOT a Media scheduling method?
Pulsing media schedule
Common media schedule
Flighted media schedule
Continuous media schedule
20
There said to be 3 types of media they are
Paid traditional & digital
Earned owned & paid
None of the above
Traditional digital & virtual
21
In developing a creative strategy it is said that great copy can
Carries the emotional appeal acts as the sales person motivates action
Provides the link between the product attributes and consumer behaviour
Able to inform, educate and persuade
All of the above
22
The promotional mix comprises
Advertising PR sales promotion and social media
Advertising PR publicity sales promotion and personal selling
Advertising social media PR and personal selling
Advertising direct mail sales promotion & personal selling
23
In return for cash sponsorship, sponsors want additional opportunities such as
All of the above
Tickets to the event
Entertainment and hospitality at the event
VIP access areas
24
Sponsorship Screening Process proposed by Crompton uses the acronym
SEDREEE LS
SEEKAS EE
CEDER ELL
CEDAR EEE
25
Sponsorship is defined as
Funding is tied to a particular program or event
An investor not a philanthropist
Placing their logo on the event or program
All of the above
26
Which is NOT an element of Risk Management of sponsorship?
Accurately matched audiences
Do not have a crisis management plan
Absolute clarity in the sponsorship proposal
Communicate with your sponsor at all times
27
Which is NOT an evaluation measure of PR & Publicity
$ value of media coverage generated
Increased capacity at the venue
Attitudinal change after a campaign
Changes in the bottom line
28
Contemporary marketing communications relies on the website as the hub of its IMC strategy for all but
It enables registration and sales online
Home base for all related information.
inability to update to manage updates
Sustain relationships with customers
29
Why is Research the key to sponsor identification
none of the above
Both A & B
Establishing emotional connection between sponsor brand/ event audience
To present value to the prospective sponsor and to meet budget
30
There are determined to be six tools of persuasion in communication they are:
Selectivity consistency repetition social proof & rarity
Reciprocation consistency repetition comparison & solution
Reciprocation objections selectivity comparisons & scarcity
Reciprocation commitment social proof liking authority & scarcity

EVT300 Revision to Week 10 Flashcards | StudBud