SEM2 - unit 2

Question 1

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

Accepted Answer

lose sales.

Question 2

How can you service your sponsosr?

Accepted Answer

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

Question 3

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

Accepted Answer

be pleasant and friendly, remember personal details

Question 4

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

Accepted Answer

This is probably ambush marketing.

Question 5

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

Accepted Answer

soccer team works with local business to create school prog.

Question 6

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

Accepted Answer

FALSE

Question 7

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

Accepted Answer

giving autographed baseballs to first 100 fans

Question 8

What does the term portion of the license agreement specify?

Accepted Answer

The exact begin and end dates of the contract

Question 9

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

Accepted Answer

providing efficient, ongoing service.

Question 10

Coordinating promo activities means that a business

Accepted Answer

makes all promos point to same message.

Question 11

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

Accepted Answer

creative department, purchasing department

Question 12

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 13

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

Accepted Answer

benefit both parties.

Question 14

When negotiating spsonsorhip contracts, you should NOT be:

Accepted Answer

willing to accept whatever the sponsor offers you.

Question 15

Coordinating outreach projects with local community organzations benefits SEM by

Accepted Answer

Generating public support for a team

Question 16

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

Accepted Answer

Grant money

Question 17

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

Accepted Answer

newspaper prints story about an athlete doing volunteer work

Question 18

Professional sport franchises' marks are considered service marks because of

Accepted Answer

entertainment value of sporting events.

Question 19

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

Accepted Answer

reinforce

Question 20

What is a factor thatbusinesses consider when selecting advertising agencies?

Accepted Answer

Performance record

Question 21

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

Accepted Answer

corporate sponsor

Question 22

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

Accepted Answer

This is community outreach

Question 23

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

Accepted Answer

fee and payment schedule.

Question 24

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

Accepted Answer

Promotional mix

Question 25

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

Accepted Answer

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

Question 26

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

Accepted Answer

personal selling

Question 27

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

Accepted Answer

FALSE

Question 28

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

Accepted Answer

Conduct online research

Question 29

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

Accepted Answer

conduct follow-up activities.

Question 30

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

Accepted Answer

ALL of these.

Question 31

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

Accepted Answer

Procedures to review the licensee's work

Question 32

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

Accepted Answer

If a large event is scheduled in many cities over time

Question 33

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

Accepted Answer

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

Question 34

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

Accepted Answer

specific images.

Question 35

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

Accepted Answer

grant or foundation monies.

Question 36

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

Accepted Answer

agency has an objective view of the marketplace.

Question 37

One reason why many businesses contract withadvertising agencies is to obtain

Accepted Answer

copywriting services

Question 38

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

Accepted Answer

Exactly which properties are being licensed

Question 39

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

Accepted Answer

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

Question 40

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

Accepted Answer

the potential lifetime value,

Question 41

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

Accepted Answer

benefits the community.

Question 42

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

Accepted Answer

Viral Marketing

Question 43

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

Accepted Answer

Offering rewards if your fans "refer a friend".

Question 44

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

Accepted Answer

marketing rights.

Question 45

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

Accepted Answer

NFL buys commercial time on network TV

Question 46

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

Accepted Answer

$10,500

Question 47

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

Accepted Answer

reach a large audience.

Question 48

What does the compensation portion of the license agreement specify?

Accepted Answer

Details regarding royalties and guarantees

Question 49

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

Accepted Answer

compeititors spend more on promos, economy is projected to expand

Question 50

Promotional budgets must be flexible because they are based on

Accepted Answer

forecasts

Question 51

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

Accepted Answer

establish goodwill with all of the fan bases

Question 52

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

Accepted Answer

image

Question 53

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

Accepted Answer

FALSE

Question 54

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

Accepted Answer

the means to spread news to the masses.

Question 55

What does trade dress protect?

Accepted Answer

appearance of a good

Question 56

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

Accepted Answer

TRUE

Question 57

What variable might increase attendance at a professional soccer game?

Accepted Answer

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

Question 58

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

Accepted Answer

advertising tool.

Question 59

What should every sport organization do before registering a trademark?

Accepted Answer

Conduct a trademark search for conflicting/similar marks

Question 60

The ultimate goal of coordinating the promo mix is to

Accepted Answer

attract more customers.

Question 61

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

Accepted Answer

does not limit its services to promotion.

SEM2 - unit 2

Questions 61

SEM2 - unit 2

Questions 61