SEM2 - unit 2

Question 1

When negotiating spsonsorhip contracts, you should NOT be:

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willing to accept whatever the sponsor offers you.

Question 2

Coordinating outreach projects with local community organzations benefits SEM by

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Generating public support for a team

Question 3

When preparing an agreement its important to include detailed info including sponsors'

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marketing rights.

Question 4

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

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NFL buys commercial time on network TV

Question 5

When negotiating a sport sponsorship contract involves both the sport & thesponsor agreeing on

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fee and payment schedule.

Question 6

If a prospective sponsor has ?s about a sponsorship proposal, an event organizer should

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conduct follow-up activities.

Question 7

If it doesnt inform employees about the goods being promoted, a business will likely

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lose sales.

Question 8

What would likely cause a business to increase its promotional budget?

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economy is projected to expand, compeititors spend more on promos

Question 9

When considering what a client may be worth, you should look at:

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the potential lifetime value,

Question 10

A business who financially supports a tennis game is an example of a

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corporate sponsor

Question 11

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

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Offering rewards if your fans "refer a friend".

Question 12

A company runs a commercial congratulating an olympic track star for winning two gold medals.

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This is probably ambush marketing.

Question 13

Each element of the promo mix should be coordinated to _____________ each other.

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reinforce

Question 14

Which is a special event used to possibly increase attendance to baseball games?

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giving autographed baseballs to first 100 fans

Question 15

TorF: Larger SEM organizations are more successful in building fan support than smaller ones.

Accepted Answer

FALSE

Question 16

An event organizer is most likely to receive grant or foundation funding if the event

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benefits the community.

Question 17

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

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the means to spread news to the masses.

Question 18

What should every sport organization do to protect their licensing program?

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Tell consumers how to distinguish real products from fake, Hire "logo cops" to look for counterfeit merchandise

Question 19

What does the compensation portion of the license agreement specify?

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Details regarding royalties and guarantees

Question 20

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

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Exactly which properties are being licensed

Question 21

You should assign staff to coordinate activities with each sponsor because that is

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providing efficient, ongoing service.

Question 22

Marketers often publish a promotional calendar of events in order to use the calendar as a(n)

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advertising tool.

Question 23

What do amateur sport organizations often solicit in order to be able to operate?

Accepted Answer

Grant money

Question 24

What does the quality control portion of the license agreement specify?

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Procedures to review the licensee's work

Question 25

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

Accepted Answer

Local business buys uniforms for a little league team

Question 26

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

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newspaper prints story about an athlete doing volunteer work

Question 27

The main characteristic of a full-serviceadvertising agency is that it

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does not limit its services to promotion.

Question 28

One reason why many businesses contract withadvertising agencies is to obtain

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copywriting services

Question 29

When planning a promo budget, what is the primary factors that must be considered?

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Promotional mix

Question 30

Coordinating promo activities means that a business

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makes all promos point to same message.

Question 31

When should sport/event organizers consider hiring a promotional agency?

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If a large event is scheduled in many cities over time

Question 32

Promotional budgets must be flexible because they are based on

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forecasts

Question 33

What variable might increase attendance at a professional soccer game?

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A pregame autograph session for fans with the team's players

Question 34

The ultimate goal of coordinating the promo mix is to

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attract more customers.

Question 35

What does the term portion of the license agreement specify?

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The exact begin and end dates of the contract

Question 36

What is the most efficient way for a soccer-camp to find organzations that offer grant money?

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Conduct online research

Question 37

Immediately following a meeting with a potential event sponsor, an event organizer should

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send a thank-you card to each of the meeting participants.

Question 38

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

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agency has an objective view of the marketplace.

Question 39

What should every sport organization do before registering a trademark?

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Conduct a trademark search for conflicting/similar marks

Question 40

An example of using a special event as a sales-promotion strategy to increase ticket sales:

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Holding a contest during a game to win a trip to championshp

Question 41

Selection of a celebrity to endorse a new product should be directly linked to the company's

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image

Question 42

Professional sport franchises' marks are considered service marks because of

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entertainment value of sporting events.

Question 43

A hospital sets up a display at a summer festival to promote safety and gives free bottled h20

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This is community outreach

Question 44

A team posted a funny video on Vine and it was viewed by 450,000 people in 3 days. This is:

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Viral Marketing

Question 45

TorF: Without ongoing fan support, an organization's profitability decreases.

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TRUE

Question 46

Sport/Event marketers use public-relations strategies to create and maintain

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specific images.

Question 47

How can you service your sponsosr?

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email progress updates throughout the season, educate them on how to maximize their ROI, offer benefits unique to their needs

Question 48

Which of the following is an example of a sport/event community outreach project:

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soccer team works with local business to create school prog.

Question 49

A sponsorship agreement between a sport team and a local business should

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benefit both parties.

Question 50

If selling primarily to other busineses, you should allocate a large portion of your promo $ to

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personal selling

Question 51

In the sales process, service should be positioned...

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ALL of these.

Question 52

Using a variety of promo activities such as advertising, special events, and displays helps...

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reach a large audience.

Question 53

The primary objective of developing SEM public-relations strategies is to

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establish goodwill with all of the fan bases

Question 54

10% sales goes to promo; Current yr sales=$100,000; 5% growth next yr. Next yr's promo budget?

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$10,500

Question 55

What is a factor thatbusinesses consider when selecting advertising agencies?

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Performance record

Question 56

To obtain operating funds, a not-for-profit sport camp for underprivileged children might seek

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grant or foundation monies.

Question 57

TorF: Most sport/event marketers consider spectators their most important fan base.

Accepted Answer

FALSE

Question 58

How can you effectively service a sponsor at a personal level?

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remember personal details, be pleasant and friendly

Question 59

TorF: Building fan support involves strategies designed to increase short-term sales.

Accepted Answer

FALSE

Question 60

What does trade dress protect?

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appearance of a good

Question 61

A characteristic of a full-service advertisingagency is that it contains a

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purchasing department, creative department

SEM2 - unit 2

Questions 61

SEM2 - unit 2

Questions 61