Unit 2 Test SEM II

Question 1

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

Accepted Answer

e-mailer asks receiver to forward the message to 10 friends

Question 2

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

Accepted Answer

does not limit its services to promotion

Question 3

What does trade dress protect?

Accepted Answer

The distinctive appearance/image of a good or service

Question 4

Professional sport franchises' marks are considered service marks because of

Accepted Answer

the entertainment value of sporting events

Question 5

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

Accepted Answer

specific images

Question 6

When preparing a sponsorship agreement, it is important to include info about the sponsor's

Accepted Answer

marketing rights.

Question 7

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

Accepted Answer

uses questionable tactics to connect non-sponsoring business

Question 8

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

Accepted Answer

grant or foundation monies.

Question 9

The primary objective of developing sport/event public-relations strategies is to

Accepted Answer

establish goodwill with all of the organization's fan base

Question 10

What variable might increase attendance at a professional soccer game?

Accepted Answer

A pregame autograp photo session for fans with team players

Question 11

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

Accepted Answer

benefit both parties.

Question 12

A guideline to follow when preparing promotional budgets is to keep them flexible because they

Accepted Answer

forecasts.

Question 13

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

Accepted Answer

printing a nice story about a college volleyball player.

Question 14

organizations give away bike helmets to the first 200 visitors who stop by their display for

Accepted Answer

A community outreach activity

Question 15

What must be considered when allocating funds to the promotional budget?

Accepted Answer

Promotional mix

Question 16

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

Accepted Answer

What types of merchandise will be produced

Question 17

Many businesses coordinate a wide variety of promotional activities in order to

Accepted Answer

reach a large audience

Question 18

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 19

When might a business decide to raise the funds that it gives to its promotional budget

Accepted Answer

Competitors are spending more

Question 20

A business coordinates its advertising, visual merchandising, and special events in order to

Accepted Answer

attract customers

Question 21

What should every sport organization do before registering a trademark?

Accepted Answer

Conduct a trademark search for conflicting/similar marks

Question 22

What is an example of using a special event as a sales-promotion strategy to raise ticket sales

Accepted Answer

Holding a contest during a game or performance

Question 23

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 24

Because a potential sponsor may have questions about a proposal, an event organizer should plan

Accepted Answer

conduct follow-up activities.

Question 25

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 26

A characteristic of a full-service advertising agency is that it contains a

Accepted Answer

creative department

Question 27

What portion of the license agreement specifies the exact begin and end dates of the contract?

Accepted Answer

Term

Question 28

What is a factor that businesses often consider when selecting advertising agencies:

Accepted Answer

Performance record

Question 29

The selection of a celebrity to endorse a product should be directly linked to the company's

Accepted Answer

image

Question 30

Co that has no association with Olympics runs TV ad congratulating athlete for gold medals is

Accepted Answer

ambush marketing.

Question 31

What is a benefit to a sports team of coordinating outreach projects with local community?

Accepted Answer

Generates public support for a team

Question 32

A sporting goods company placed funny video on YouTube & got 436,067 views, this is an example

Accepted Answer

Viral marketing

Question 33

Marketers often develop and publish a promotional calendar of events for what

Accepted Answer

advertising tool.

Question 34

after presenting a proposal Caitlin calls the company's president and asks about concerns

Accepted Answer

She is following up with the potential client.

Question 35

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

Accepted Answer

A business advertises its product & mails free samples

Question 36

One reason why many businesses contract with advertising agencies is to obtain

Accepted Answer

copywriting services.

Question 37

Which of the following statements is true regardingf fan support to sport/event activities

Accepted Answer

Without support an organization's profitability decreases

Question 38

Before an sport organization can create goals for each one of its fan bases, what must they do?

Accepted Answer

Establish a positive relationship with its fan base

Question 39

contacting a local business about supporting a tennis tournament is an example of

Accepted Answer

corporate sponsors.

Question 40

Sending newsletters, providing extra benefits, and asking opinions are ways event organizers

Accepted Answer

service their sponsors.

Question 41

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

Accepted Answer

If a large event is scheduled in many cities over time

Question 42

What's the most efficient and inexpensive way for a soccer-camp director to locate grant money?

Accepted Answer

Conduct online research

Question 43

What might a business lose if it fails to inform its employees about the goods being promoted:

Accepted Answer

Sales

Question 44

By coordinating activities with its sponsors, an organization facilitates goodwill by

Accepted Answer

providing efficient, ongoing service.

Question 45

Important part of negotiating a sponsorship contract involves both event and sponsor agreeing

Accepted Answer

fee and payment schedule.

Question 46

A bus that uses specials to attract customer interest should use displays to____ that interest.

Accepted Answer

reinforce

Question 47

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

Accepted Answer

benefits the community

Question 48

Whats an example of a promotion that uses a special event to raise attendance at baseball game

Accepted Answer

autographed baseballs are given to the first 100 attendees

Question 49

A start-up company might consider allocating a portion of promotional budget to __ activities.

Accepted Answer

personal selling

Question 50

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

Accepted Answer

Grant money

Question 51

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

Accepted Answer

soccer team works with businesses & media to help school

Question 52

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 53

When seeking celebrity endorsements, event marketers should make sure they're credible and what

Accepted Answer

trustworthy

Unit 2 Test SEM II

Questions 53

Unit 2 Test SEM II

Questions 53