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Unit 2 Test SEM II Flashcards | StudBud
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Unit 2 Test SEM II
Unit 2 Test SEM II
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1
What is a benefit to a sports team of coordinating outreach projects with local community?
Attracts athletes from other sports
Generates public support for a team
Improves relations with the media
Decreases the need to advertise
2
What variable might increase attendance at a professional soccer game?
A postgame dinner for team players and their families
A pregame autograp photo session for fans with team players
Mass distribution of team's sports program to fans and media
Offer wide variety of food & beverages at concession stands
3
What must be considered when allocating funds to the promotional budget?
Promotional mix
Inventory levels
Corporate accounting system
Organization's size
4
Immediately following a meeting with a potential event sponsor, an event organizer should
send a thank-you card to each of the meeting participants
adjust the pricing options in order to obtain the sale.
ask the meeting participants for sponsorship referrals
fax a copy of the proposal to the decision maker
5
A bus that uses specials to attract customer interest should use displays to____ that interest.
overcome
displace
surmount
reinforce
6
Which of the following is an example of coordinating promotional activities:
Members of the distribution channel share advertising costs
A famous athlete endorses a product in TV and magazine ads
A business develops an annual schedule for window displays
A business advertises its product & mails free samples
7
after presenting a proposal Caitlin calls the company's president and asks about concerns
She is communicating sponsorship benefits.
She is following up with the potential client.
She is negotiating terms with a vendor.
She is upselling the level of sponsorship.
8
When preparing a sponsorship agreement, it is important to include info about the sponsor's
financing sources.
hiring practices.
selling policies.
marketing rights.
9
A sporting goods company placed funny video on YouTube & got 436,067 views, this is an example
Product placement
Viral marketing
"Pay-it-forward" advertising
Loyalty programming
10
Co that has no association with Olympics runs TV ad congratulating athlete for gold medals is
ambush marketing.
copyright infringement.
sales promotion.
nondesignated sponsorship.
11
Marketers often develop and publish a promotional calendar of events for what
policy guide.
operating system
advertising tool.
pricing document.
12
One reason why many businesses contract with advertising agencies is to obtain
copywriting services.
free publicity
marketing strategies.
operational advice
13
A start-up company might consider allocating a portion of promotional budget to __ activities.
research
personal selling
advertising
publicity
14
A characteristic of a full-service advertising agency is that it contains a
television studio
printing facility
talent agency.
creative department
15
Before an sport organization can create goals for each one of its fan bases, what must they do?
Determine its strengths and weaknesses with each public
Establish a positive relationship with its fan base
Evaluate the impact of various publicity messages
Identify tools to deliver the public-relations message
16
Many businesses coordinate a wide variety of promotional activities in order to
spread out promotional funds
reach a large audience
keep employees occupied
maintain appearances
17
Because a potential sponsor may have questions about a proposal, an event organizer should plan
discuss sponsorship benefits.
reinforce important deadlines.
conduct follow-up activities.
evaluate sponsorship activities.
18
The main characteristic of a full-service advertising agency is that it
specializes in buying media time and space
does not limit its services to promotion
does not provide services to individuals
specializes in providing creative services
19
When seeking celebrity endorsements, event marketers should make sure they're credible and what
resourceful
neutral
trustworthy
innovative
20
A guideline to follow when preparing promotional budgets is to keep them flexible because they
techniques
objectives.
concepts.
forecasts.
21
Which of the following is an example of publicity in the sport/event industry:
printing a nice story about a college volleyball player.
Olympic Committee elects a president to its governing board
purchasing baseball uniforms for a Little League team
soccer league gets advertising spots on network TV stations.
22
What might a business lose if it fails to inform its employees about the goods being promoted:
Credit
Basics
Image
Sales
23
Which of the following is an example of a sport/event community outreach project:
soccer team works with businesses & media to help school
magazine writes story about a rock star who survived cancer
track star speaks to government about illegal steroids
24
One of the benefits to a business of using an advertising agency is that the
agency has an objective view of the marketplace
agency may represent one of the business's competitors
business will not need to prepare a promotional budget
business can promote its products less expensively
25
A business coordinates its advertising, visual merchandising, and special events in order to
attract customers
develop policies
improve relations
forecast sales.
26
What is an example of using a special event as a sales-promotion strategy to raise ticket sales
Using telemarketers to contact a target audience
Holding a contest during a game or performance
Advertising prices in a community publication
Planning an interview with a popular columnist
27
When should sport/event organizers consider hiring a promotional agency?
Upon hiring personnel to oversee promotional efforts
If a large event is scheduled in many cities over time
After a small event has established a positive reputation
Before corporate sponsors have been secured
28
Which of the following statements is true regardingf fan support to sport/event activities
Without support an organization's profitability decreases
Fan support involves strategies to increase short-term sales
marketers consider spectators their most important fan base
Large companies are successful fan support than smaller ones
29
Sending newsletters, providing extra benefits, and asking opinions are ways event organizers
encourage vendor loyalty.
improve their brands.
advertise their products.
service their sponsors.
30
Important part of negotiating a sponsorship contract involves both event and sponsor agreeing
date and time of the sport/event.
cost of planning and production.
size and interest of the audience.
fee and payment schedule.
31
An event organizer is most likely to receive grant or foundation funding if the event
benefits the community
appeals to a large target market.
has national media coverage.
includes celebrity appearances.
32
Which of the following is a true statement about ambush marketing?
ambush marketing is an ethical practice
A business pay sponsorship fee to be associated with event.
uses questionable tactics to connect non-sponsoring business
relies on celebrity endorsements to be an official sponsor
33
A sponsorship agreement between a sport team and a local business should
include third-party input.
provide tangible rewards.
benefit both parties.
guarantee results.
34
The selection of a celebrity to endorse a product should be directly linked to the company's
image
personality
profitability
distribution
35
By coordinating activities with its sponsors, an organization facilitates goodwill by
processing special orders.
maximizing mass-media exposure.
providing efficient, ongoing service.
creating expanded advertising opportunities.
36
What does the license grant portion of the license agreement specify?
The exact begin and end dates of the contract
What types of merchandise will be produced
Procedures to review the licensee's work
Details regarding payments
37
When might a business decide to raise the funds that it gives to its promotional budget
Radio stations are charging more
Suppliers want more coverage.
Consumers want more coupons
Competitors are spending more
38
What portion of the license agreement specifies the exact begin and end dates of the contract?
Term
License grant
Warranties and obligations
Restrictions and requirements
39
Whats an example of a promotion that uses a special event to raise attendance at baseball game
autographed baseballs are given to the first 100 attendees
statistics and articles are printed in the team's program.
Concession stands bundle food & beverage items for low price
team merchandise is sold in the retail store inside stadium
40
Which of the following is an example of a viral marketing strategy:
placing a poster of supplier's product at building entrance
stadium shows a graphic of a glass of a favorite soft drink
e-mailer asks receiver to forward the message to 10 friends
blimp displaying a sporting-goods logo flies over a stadium
41
What should every sport organization do before registering a trademark?
Develop a licensing program
Hire "logo cops" to look for counterfeit merchandise
Conduct a trademark search for conflicting/similar marks
Offer guidelines how to distinguish real products from fake
42
contacting a local business about supporting a tennis tournament is an example of
paying customers.
participants.
spectators.
corporate sponsors.
43
Professional sport franchises' marks are considered service marks because of
ticket sales.
the food and souvenir stands at sporting events
the agility of professional athletes
the entertainment value of sporting events
44
The primary objective of developing sport/event public-relations strategies is to
establish goodwill with all of the organization's fan base
develop positive relationships with sponsors & advertisers
encourage businesses to purchase more tickets & merchandise
promote publicity efforts with media & business community.
45
Organizations give away bike helmets to the first 200 visitors who stop by their display for
A community outreach activity
A creative sales pitch
A public-relations crisis management initiative
A professional-development program
46
What does trade dress protect?
The distinctive appearance/image of a good or service
The distinctive slogan of a good or service
The distinctive name of a good or service
The distinctive logo/graphics of a good or service
47
What is a factor that businesses often consider when selecting advertising agencies:
Work environment
Staff organization
Accounting system
Performance record
48
One of the benefits to a business of using an advertising agency is that the
agency has an objective view of the marketplace.
business can promote its products less expensively
agency may represent one of the business's competitors
business will not need to prepare a promotional budget.
49
What do amateur sport organizations often solicit in order to be able to operate?
Grant money
Free publicity
Playing time
Media coverage
50
To obtain operating funds, a not-for-profit sport camp for underprivileged children might seek
celebrity endorsements.
grant or foundation monies.
tax refunds from the community.
capital-improvement loans.
51
Sport/Event organizations need to build positive relationships with the media because they have
the ability to control advertising sponsors
very few regulations that they must follow
the means to spread news to the masses
little control over what is considered newsworthy
52
Sport/Event marketers use public-relations strategies to create and maintain
suitable illusions
indifferent attitudes
low profiles.
specific images
53
What's the most efficient and inexpensive way for a soccer-camp director to locate grant money?
Conduct online research
Make cold calls to national corporations
Develop a sales letter
Mail color brochures to all local businesses
