Sport Sponsorship and Promotion
Pre-Test Questions
Course Introduction
Sport Sponsorship and Promotion explores the dynamic role of sponsorship and promotional strategies within the sports industry. The course examines how businesses and organizations leverage associations with teams, athletes, and events to achieve marketing objectives, build brand loyalty, and maximize return on investment. Students will analyze case studies, learn about partnership development, activation tactics, measuring sponsorship effectiveness, and the integration of digital platforms. Key topics include legal and ethical considerations, negotiation, and the evolving trends impacting sponsorship and promotion in a global sports marketplace.
Recommended Textbook
Sports Marketing 1st Edition by Michael J. Fetchko
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14 Chapters
1396 Verified Questions
1396 Flashcards
Source URL: https://quizplus.com/study-set/2947
Page 2
Chapter 1: Sports Meet Marketing
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) All-sports television programming began with
A)Fox Sports
B)CBS
C)ESPN
D)cable television
Answer: C
Q2) A customer's judgment of the benefits received from consumption of a sports product compared to the sacrifices to acquire the sports product is
A)sports product positioning
B)value
C)the affinity advantage
D)experience-based relationship
Answer: B
Q3) A review of occurrences and trends both inside and outside an organization is
A)positioning
B)market analysis
C)the mission
D)the product
Answer: B
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Page 3
Chapter 2: Examining Sports Entertainment Consumption
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106 Verified Questions
106 Flashcards
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Sample Questions
Q1) Variables that represent perceived options for sports consumers include the following except
A)future availability
B)star power
C)financial requirements
D)convenience
Answer: B
Q2) The power of marketing communications to drive attendance at sporting events is debatable.
A)True
B)False
Answer: True
Q3) Amber really enjoys attending the game at the new hockey arena because of the spacious walkways,large restrooms,and location of the concessions.Amber is most likely interested in
A)marketing communications
B)benefit-based promotional efforts
C)aesthetic components of the physical environment
D)spatial layout components of the physical environment
Answer: D
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Chapter 3: Understanding the Marketing Environment
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) A study by Pew Research examined the interest of women in sports.The following statements are findings of the research except
A)10% of women follow sports very closely
B)most women do not identify themselves as sports fans
C)40% of women follow sports somewhat closely
D)less women have an interest in sports than men
Answer: C
Q2) Objectives state the outcomes,or what should be achieved as a result of the investment in marketing activities.
A)True
B)False
Answer: True
Q3) Of the professional sports,the one that is exempt from the antitrust laws created by the Sherman Act is
A)National Football League
B)Major League Baseball
C)National Basketball Association
D)National Hockey League
Answer: B
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Page 5
Chapter 4: Segmenting Audiences for Sports
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) Tim is the marketing manager for a global packaged goods manufacturer and has been approached about a sponsorship for the Association of Tennis Professionals (ATP).Research indicates that the audience for the ATP World Tour has the following demographic characteristics except
A)between the ages of 20 and 40
B)high percentage of females
C)live in more than 30 countries
D)above-average household income
Q2) What is market segmentation?
Q3) A key source of power for social networking sites in respect to sports teams and events is their
A)fast global expansion
B)large demographic numbers
C)viral message capabilities
D)reach with young consumers
Q4) The ideal promotional approach for B2B markets is
A)advertising
B)Internet marketing
C)sales promotions
D)personal selling
Page 6
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Chapter 5: Building a Relevant Brand
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) Identify the elements of a brand position.
Q2) Brand management and leveraging are based on the view that a brand is A)the avenue to customer retention
B)a liability that has to be managed
C)an asset owned by a business
D)a revenue generator
Q3) For sports teams,another consideration for creating a logo is if a mascot can be created that will fit well with the logo.
A)True
B)False
Q4) Interstate Batteries' promise of being "outrageously dependable" is an example of a(n)
A)implied promise
B)explicit promise
C)brand identity
D)brand image
Q5) For sports properties,a brand makeover may be necessary when perceptions of poor performance or quality exist.
A)True
B)False
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Chapter 6: Defining the Product Offering
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) In sports products,________ are often variations of a core product that contain too many unique attributes to be considered minor innovations.
A)continuous innovations
B)dynamically discontinuous innovations
C)dynamically continuous innovations
D)discontinuous innovations
Q2) The type of innovation that has the least amount of "new value" is
A)continuous innovation
B)dynamically discontinuous innovation
C)dynamically continuous innovation
D)discontinuous innovation
Q3) The type of innovation that would be the most complex for adoption would be
A)continuous innovation
B)dynamically discontinuous innovation
C)dynamically continuous innovation
D)discontinuous innovation
Q4) The benefits provided by a product are considered part of the actual product.
A)True
B)False
Q5) Identify the levels of a product and explain each level.
Page 8
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Chapter 7: Tapping Into Passion Through Experiential Marketing
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) The convenience and comfort of getting in,moving around,and exiting a sports facility are issues related to the sportscape factor of
A)layout accessibility
B)aesthetics
C)social responsibility
D)safety
Q2) In terms of the four E's of experiential marketing,________ allow participants to absorb an event through active participation.
A)entertainment experiences
B)educational experiences
C)esthetic experiences
D)escapist experiences
Q3) Since not all customers are of equal value to a sports property,experiential marketing can be used to reward or show appreciation for a sports property's best customers.
A)True
B)False
Q4) Describe the keys to experiential marketing.
Q5) What factors go into the evaluation of seating comfort at a sports facility?
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Chapter 8: Planning the Brand Storycommunications Strategy
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100 Flashcards
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Sample Questions
Q1) The perception of a brand created by the various associations held about the brand is
A)brand identity
B)brand equity
C)brand position
D)brand image
Q2) How communication messages are crafted and when they are communicated may vary by media channel,but the goal for sending the messages of communicating the brand's position and meaning (________)is to be the same for all channels used.
A)creative execution
B)the brand story
C)media planning
D)emotional connection
Q3) Communication objectives lay the foundation for integrated marketing communications to build customer relationships.
A)True
B)False
Q4) Compare and contrast push marketing and pull marketing.What types of marketing strategies are used with each?
Page 10
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Chapter 9: Creating the Brand Storycommunications Campaigns
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106 Verified Questions
106 Flashcards
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Sample Questions
Q1) Relate the three message strategy approaches to the hierarchy sports model.
Q2) The marketing dilemma faced by the LPGA was to promote the star power of the players or the physical attractiveness of the players.
A)True
B)False
Q3) Selection of an endorser involves consideration of two criteria:
A)cost and similarity to the target audience
B)perceived fit with the brand and likability
C)similarity to the target audience and attractiveness
D)attractiveness and expertise
Q4) In evaluating the target market for an IMC campaign,Jennifer concludes that the target market lacks strong brand associations.To move this target market closer to a purchase,Jennifer should develop a behavioral objective aimed at action.
A)True
B)False
Q5) A basic decision that has to be made in regard to the target market is whether to focus on fans or nonfans.
A)True
B)False
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Chapter 10: Telling the Brand Storycommunications
Channels
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) What are the advantages and disadvantages of using email to reach a sports brand audience?
Q2) Advantages of using email direct marketing include the following except A)low costs
B)avenue for communication and information
C)high response rate
D)flexibility in frequency and creative content
Q3) Vanessa received a t-shirt for attending a Colorado Rockies baseball game.This is an example of a
A)promotion
B)premium
C)bonus pack
D)sample
Q4) In personal selling,qualifying a lead refers to determining the quality of a lead in terms of
A)long-term profit
B)potential to buy
C)interest level
D)dollar amount
12
Q5) What is exposure,and what tools can be used to build exposure?
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Chapter 11: Leveraging Sports Brands Through
Sponsorship-Linked Marketing
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107 Verified Questions
107 Flashcards
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Sample Questions
Q1) If a particular channel has a high reach,then it will also have a high targeted reach. A)True
B)False
Q2) The third step in sponsorship management is to
A)set objectives
B)establish a budget
C)develop an activation plan
D)select the sports property
Q3) As part of the sponsorship with the local hockey team,Bryan negotiated pouring rights that allow his company to furnish all of the non-alcoholic beverages.This is an example of
A)branding campaigns
B)interactive marketing
C)on-site marketing
D)cross-marketing
Q4) A relatively new and unique form of team sponsorship is the collaboration of the sponsor and the team in the development of a business. A)True
B)False
Page 13
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Chapter 12: Measuring Sports Brands Through
Sponsorship-Linked Marketing
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) Advanced ticket sales are vital to a sports entity for the following reasons except A)reduces need to sell season tickets
B)represents revenue certainty
C)reduces marketing expenses
D)minimizes unsold tickets
Q2) For websites such as Facebook and a team's website,metrics that can be obtained include the following except
A)number of page views
B)targeted reach
C)unique visitors to a page
D)number of fans or followers
Q3) Measuring performance is an essential third stage in the strategic planning cycle.
A)True
B)False
Q4) What is the total ticket sales if 50 people purchased 20 game plans and 80 people purchased 10 game plans?
Q5) Discuss metrics that can be used for evaluating sponsorships.
Page 14
Q6) Describe the changes in premium seating at sports venues.
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Chapter 13: Living the Brand Promise: Delivery of Sports Experiences
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Discussion the reasons for keeping all marketing functions in-house.
Q2) Consumers experience great marketing when their interactions with a seller add value to the consumption choice.
A)True
B)False
Q3) A managerial focus on motivating employees within an organization,whether frontline or support personnel,to understand their roles in meeting customers' needs is
A)customer-focused marketing
B)service-oriented management
C)internal marketing
D)management by objective (MBO)
Q4) Catherine feels that thinking within the marketing department of the sports property where she works is stale.The group avoids trying anything new.She most likely wants to hire an advertising agency because of the outsourcing advantage of
A)resource availability
B)expertise
C)objectivity
D)cost effectiveness
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Chapter 14: Preparing Future Sports Marketers
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59 Flashcards
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Sample Questions
Q1) A definition of networking can be reduced to three words: "building good relationships."
A)True
B)False
Q2) Many ticket sales can be closed in one contact while a sponsorship deal may take weeks or months and involve multiple meetings.
A)True
B)False
Q3) The selling role in which a salesperson initiates contact with prospects or current customers to persuade them to purchase tickets is
A)order getting
B)ticket management
C)ticket distribution
D)order taking
Q4) Marcus can network with sports properties by liking the sports entity on Facebook.Through Facebook,he can learn more about the sports property and even interact with its representatives.
A)True
B)False
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