Sport Marketing Final

To measure the effectiveness of advertising as a promotional tool, the sport marketer should evaluate impact on sales, image, and consumer awareness

True or False

True

Promotions are the activities associated with transferring goods from producers to users

True or False

False

A game promotion (e.g., bobblehead doll giveaway) can increase the value of the experience for the spectator while not requiring the sport organization to lower the price.

True or False

True

Where does the advertising communication process start?

a. receiver

b. message

c. channel

d. source

Source

What type of promotion is represented by offering a family plan for home games in which parents and three kids get tickets, hot dogs, and soda for $30?

a. publicity

b. advertising

c. sales

d. personal selling

Sales

Offering a team sweatshirt to fans who come to nine games is an example of a sales promotion directed at ____________.

a. preventing defection

b. increasing the frequency of purchases

c. attracting a new customer

d. rewarding loyalty

Increasing the frequency of the purchases

Which of these would not be considered an effective promotional component of a marketing strategy for driving attendance?

a. coupons, vouchers, and discount codes

b. open houses

c. product sampling

d. reliance on star player performance

Reliance on a star player performance

Which of these is not a channel for the media mix?

a. venue location

b. television

c. logo placement

d. signage and billboards

Venue location

How is the effectiveness of signage as a marketing medium measured?

a. length of message

b. cost

c. number of impressions created

d. signage dimensions

Number of impressions created

If a retailer such as Target devotes a section of its store during March and April, including displays and posters, to encourage consumers to buy MLB apparel and merchandise, this would be an example of ___________.

a. point-of-purchase promotion

b. brand equity

c. out-of-home advertising

d. paid media

point of purchase promotion

Sport media relations professionals should attempt to balance both public opinion and information with business strategy.

True or False

True

Reactive media relations involves developing mutually beneficial relationships with the media and assisting the media on a variety of issues.

True or False

False

Public relations is a large component of media relations.

True or False

False

For sport organizations, media relations and community relations are essentially interchangeable terms.

True or False

False

The job and duties of the sport public relations professional have changed because the public's view of sport has shifted from a focus on competition to a focus on entertainment spectacle.

True or False

True

Which of these is a job function typically not performed by sport public relations specialists?

a. fostering relationships with media

b. crisis management

c. facility management

d. generating and managing story ideas

Facility management

What type of document used in public relations practice helps subject speaking to the press stay on the desired message?

a. talking points

b. news advisory

c. fact sheet

d. press release

talking points

Public opinion is one of the most powerful forces in society. What aspect of sport marketing is designed to formulate and shape favorable opinion through the mass media?

a. community relations

b. media relations

c. public relations

d. advertising

media relations

How has the splintering of sport media coverage not affected sport PR professionals?

a. more specialized coverage of industry segments

b. greater demand for content and 24/7 coverage

c. more outlets to pitch stories

d. less off-the-filed scrutiny of athletes, coaches, and executives

less off-the-filed scrutiny of athletes, coaches, and executives

What is the strategic communication process that builds mutually beneficial relationships between organizations and their publics?

a. public relations

b. advertising

c. media relations

d. community relations

public relations

Activation costs are typically included within most sponsorship contracts between a brand and a sport team or event.

True or False

false

When evaluating your sponsorship inventory, VIP parking, arena clubs, tents, and special parties are all examples of hospitality.

True or False

True

Effective sponsorship sellers would never talk simultaneously to brand competitors about sponsorship opportunity, and rarely would they consider what assets they have as available inventory until after they have first spoken to prospective sponsor.

True or False

False

When entering into partnerships with sport organizations, corporate sponsors have a variety of business objectives.

True or False

true

Sponsorship agreements within the sport industry commonly refer to the team, event, or sport organization as the _______.

a. rights holder

b. brand

c. property

d. agency

property

A company thinks that its image in the market is one of poor quality. It enters into a sponsorship agreement with a team that has won six consecutive league championships. What benefit is it seeking?

a. to alter or reinforce public perception of the company

b. to identify the company with the particular market segment

c. to involve the company in the community

d. to build goodwill among decision makers

to alter or reinforce public perception of the company

What sort of benefit is the sponsor of Barclay's Center in Brooklyn, New York, acquiring?

a. gaining hospitality

b. achieving sales objectives

c. building goodwill

d. gaining naming rights

gaining naming rights

Which of these is not a reason for the explosive growth of sport sponsorships over the last few decades?

a. A shift in marketing spends by tobacco and alcohol manufacturers

b. Continued decrease in the cost of sport sponsorships

c. Lower cost and increased exposure compared with traditional advertising

d. Commercial success of the 1984 Los Angeles Olympic Games

Continued decrease in the cost of sport sponsorships

Which of these is not an advantage gained through sponsorship cross-promotion?

a. Allows cost sharing

b. Allows the promotion of multiple product lines under the same sponsorship agreement

c. Provides community relations benefits

d. Enables smaller brands to leverage the strength of a bigger brand

provides community relations benefits

The right to use various designations or phrases in connection with the product, event, or facility, such as official sponsor, official supplier, official product, and presented by, creates exclusivity for a sponsor.

True or False

True

To engage fans through social media, sport marketers must provide interesting content delivered with an authentic voice.

True or False

true

When managing social media accounts, sport marketers should keep passwords simple and should not frequently change them in order to streamline efficiency.

True or False

False

Social media impacts all of the five Ps of the marketing mix.

True or False

True

Sport organizations operating multiple social media channels should strategically place unique content only on certain mediums.

True or False

True

Deleting social media posts from sport organization and athlete accounts...

a. Happens frequently by smart social media managers

b. Often eliminates any negative publicity surrounding the post

c. Happens when when news or accomplishments become dated

d. Is not very effective because screenshots are often saved and shared before the post is deleted

is not very effective because screenshots are often saved and shared before the post is deleted

which social media platform has the greatest immediacy and is best for real-time information and breaking news?

a. twitter

b. instagram

c. youtube

d. facebook

twitter

which social media platform was originally designed as a mobile application (app)?

a. instagram

b. facebook.

c. youtube

d. twitter

Instagram

the overall tone, personality, and perspective that is taken into consideration across all content shared on a sport organization's social media channels is called ______.

a. audience segmentation

b. brand voice

c. digital strategy

d. hashtag

brand voice

while the development of a personal brand on social media is an important consideration for many professional athletes, it rarely makes sense as a consideration for collegiate student athletes

True or False

False

which element is not included in building a brand kit for personal branding strategy?

a. brand equity

b. brand colors

c. brand voice

d. branding font

brand equity