Unit 4 Promotion and Licensing in Sports & Entertainment Marketing

Question 1

When an unofficial sponsor tries to appear as an official sponsor this is called

Accepted Answer

Ambush Marketing

Question 2

Activities that promote the positive image /stories of the company-its products-or celebrities.

Accepted Answer

public relations

Question 3

How many Star Wars movies were originally planned by George Lucas?

Accepted Answer

9

Question 4

She recently signed a $10 million endorsement deal with Louis Vuitton:

Accepted Answer

Angelina Jolie

Question 5

This is a good or service that legally uses a logo or image owned by another company or person.

Accepted Answer

licensed product

Question 6

When it comes to endorsements, consumers:

Accepted Answer

consumers tend to believe celebrities.

Question 7

Which of the following characters is NOT owned by the Walt Disney Company:

Accepted Answer

Spiderman

Question 8

This celebrity endorser was suspended by Target following his arrest:

Accepted Answer

Shaun White

Question 9

This entertainment company was also purchased by the Walt Disney Company:

Accepted Answer

LucasFilm

Question 10

Thousands of people are being sued for the illegal downloading of copyrighted material.

Accepted Answer

True

Question 11

A person's public expression of approval or support for a product or service.

Accepted Answer

endorsement

Question 12

Star Wars was purchased in 2012 by this entertainment conglomerate:

Accepted Answer

Walt Disney Company

Question 13

This celebrity endorses 75 percent of all basketball shoes sold in the U.S.:

Accepted Answer

Michael Jordan

Question 14

This is the free mention of a product or company in the media

Accepted Answer

publicity

Question 15

Motorola pays a royalty fee to the creator/owner of ______ _____ for every “droid” phone sold.

Accepted Answer

Star Wars

Question 16

The owners of Gatorade paid this to be an official marketing partner of the NFL:

Accepted Answer

$100 Million

Question 17

How many characters are officially listed in the Star Wars universe?

Accepted Answer

17,000

Question 18

This is the legal protection of a creator’s intellectual property or products:

Accepted Answer

copyright

Question 19

A trademark registration may remain in force:

Accepted Answer

indefinately

Question 20

Heineken spent $45 million on advertising for the James Bond movie:

Accepted Answer

cross promotion

Question 21

Gatorade is owned by:

Accepted Answer

Pepsi Cola

Question 22

Firms can test promotions by seeing if sales increased & doing aided/unaided marketing research

Accepted Answer

True

Question 23

Sales promotions such as trade shows, co-op advertising, and slotting fees are more

Accepted Answer

Business to Business B>B

Question 24

He was the CEO of Walt Disney who negotiated the purchase of LucasFilm:

Accepted Answer

Robert Iger

Question 25

The term given to the theft of any copyrighted material; music, movies, and software:

Accepted Answer

piracy

Question 26

The use of merchandise as promotional tools to generate income and promote the movie:

Accepted Answer

product tie-in

Question 27

When the period of copyright protection has ended the creative work enters the:

Accepted Answer

Public Domain

Question 28

Books that have passed into the public domain are:

Accepted Answer

essentially free books

Question 29

The band Aerosmith has made more money from royalties off Guitar Hero than from its albums.

Accepted Answer

True

Question 30

How much did the Walt Disney Company pay for all Star Wars related intellectual property?

Accepted Answer

$ 4 billion

Question 31

Nike recently rewarded her with the biggest endorsement deal ever for a female athlete.

Accepted Answer

Maria Sharapova

Question 32

Form of communication through which one firm partners/relies on another to promote its product.

Accepted Answer

cross promotion

Question 33

This is the specific programing or publication selected for the advertising message:

Accepted Answer

vehicle, media

Question 34

The endorser is not required to continue using the product if it is changed.

Accepted Answer

False

Question 35

A copyright is typically a name, word, phrase, logo, symbol, design, image, or a combination.

Accepted Answer

False

Question 36

Products endorsed by celebrities are purchased about as often as products that are not.

Accepted Answer

False

Question 37

What is the most important tactic to remember when responding to negative publicity?

Accepted Answer

tell the truth

Question 38

Slogans, jingles, music, rhymes are a popular branding & advertising tool.

Accepted Answer

Yes, True - I will stand up and sing a jingle

Question 39

Disney wanted to purchase Star Wars because of its vast amount of intellectual property.

Accepted Answer

Unique work protected by copyright.

Question 40

This government agency protects consumers from deceptive business practices.

Accepted Answer

The Federal Trade Commision

Question 41

When selecting an endorser, the business does NOT want:

Accepted Answer

A celebrity who is nearing retirement.

Question 42

A deck of playing cards featuring the University of Utah red and logo is an example of:

Accepted Answer

a licensed product

Question 43

The unique works of writers, artists, and musicians that can be protected under copyright laws.

Accepted Answer

intellectual property

Question 44

A device that legally identifies ownership of a registered brand or trade name:

Accepted Answer

trademark

Question 45

A PSL is a license to be able to buy season tickets - personal seat license

Accepted Answer

True

Question 46

The ownership of intellectual property ends with the death of the celebrity.

Accepted Answer

False

Question 47

He became the largest single shareholder of the Walt Disney Company when he sold Pixar Studios:

Accepted Answer

Steve Jobs

Question 48

Underwriting/supporting an event to gain positive association for the brand with the event:

Accepted Answer

sponsorship

Question 49

Publicity can be positive or negative.

Accepted Answer

True

Question 50

A marketing plan will consist of a promotion plan which will use the promotional mix of

Accepted Answer

Advertising, Publicity/Public Relations, Sales promotion, PS

Question 51

The unique works of writers, artists, and musicians that can be protected under copyright laws.

Accepted Answer

intellectual property

Question 52

CPM is cost per thousand and is a way to calculate reach/frequency of ad purchases

Accepted Answer

True

Question 53

It opened in 1977 and was the first Star Wars movie:

Accepted Answer

Episode IV: A New Hope

Question 54

Endorsements are promotional tools and not a form of sponsorship.

Accepted Answer

True

Question 55

Many items were sold featuring the characters from the movie The Avengers.

Accepted Answer

product tie-in

Question 56

This is the format used for promotion, such as broadcast, print, outdoor or electronic.

Accepted Answer

media

Question 57

A news/press release is a statement, story, video, sent to the press in order to get coverage

Accepted Answer

True

Question 58

Communication used by a company to inform, persuade, or remind people about its products.

Accepted Answer

promotion

Unit 4 Promotion and Licensing in Sports & Entertainment Marketing

Questions 58

Unit 4 Promotion and Licensing in Sports & Entertainment Marketing

Questions 58