Marketing Test Study Guide #2

20. This part of the communication process occurs after a message has been formulated and focuses on how the message is going to be communicated. a. Medium b. Encoding c. Decoding d. Noise 

A

7. The ____________ was described as the more congruent the image of the endorser with the image of the product being promoted, the more effective the message. a. Match-Up hypothesis b. Image marketing c. Relationship marketing d. Sponsorship evaluation

A

8. In what promotional strategy is the objective to get as much product as possible into the warehouse or store? a. Push strategy b. Pull strategy c. Pricing strategy d. None of the Above

A

9. What are two forms of sponsorship investments? a. Support and trade b. Money and advertising c. Sales and marketing d. None of the Above

A

1. Which of the following is NOT a promotion mix tool? a. Advertising b. Investments c. Personal selling d. Public relations

B

15. _____________ refers to the trustworthiness of the source of the message. a. Expertise b. Credibility c. Expertise d. Medium

B

16. An interactive and unscientific process by which the sports marketer determines the amount spent based on maximizing the monies available is known as what? a. Financial budgeting b. Promotional budgeting c. Arbitrary allocation d. Comparative financing

B

17. The most logical and systematic of budgeting methods is_______________. a. Arbitrary allocation b. Objective and task method c. Percentage of sales d. Competitive parity

B

17. What element of the promotional mix identifies, establishes, and maintains mutually beneficial relationships between the sports organizations and the various publics on which its success or failure depends? a. Advertising b. Public relations c. Sales promotions d. Advertising budgeting

B

18. ___________________allows the sports organization to determine consumer response to the product and also provides information that may direct the entire marketing strategy a. Product screening b. Test marketing c. Consumer behavior d. Product purchase likelihood

B

3. Sales promotion is referred to as? a. Product mass communication b. Short-term incentives on product c. Investing in a sports entity d. Evaluation of public attitudes

B

3. Which of the following is NOT considered to be a characteristic of a message? a. Sidedness b. Hierarchy of Effects c. Emotional vs. Rational appeal d. Comparative

B

2. What is an example of a sales promotion? a. Sweepstakes b. Free samples c. Rebates d. Coupons e. All of the above

E

10. Credibility is the source's perceived expertise and trustworthiness a. TRUE b. FALSE

TRUE

18. The 4 steps in the sponsorship process include Sponsorship objectives, sponsorship budgeting, sponsorship acquisition, and implementing and evaluating the sponsorship. a. TRUE b. FALSE

TRUE

20. Advertising Budgeting - Stems from objectives the advertising is attempting to achieve.(factor: money available, competitive activity, and how sports org views effectiveness of advertising). a. TRUE b. FALSE

TRUE

22. Regional events have a narrow geographic focus and are also characterized by high interest levels within the region a. TRUE b. FALSE

TRUE

24. Advertising can have direct and indirect objectives a. TRUE b. FALSE

TRUE

26. Sex appeal is an advertising strategy, but is a delicate and ethical subject? a. TRUE b. FALSE

TRUE

27. Stadium signage is a popular form of promotion and sponsorship packages? a. TRUE b. FALSE

TRUE

7. The promotion mix elements include advertising, personal selling, sales promotions, public relations, and sponsorship? a. TRUE b. FALSE

TRUE

9. Slice of life advertisements show a common athlete or consumer in a common everyday situation in which a consumer might be using the advertised sports product. a. TRUE b. FALSE

TRUE

2. What is the fundamental process of the promotional mix? In other words, what does the promotional mix ultimately depend on to be successful? a. Communication b. Vision c. Discernment d. Passion

A

24. What information helps potential sponsors in decision making? a. Length of contract b. Cost of seats c. Client Personnel

??

1. Sweepstakes, rebates, coupons, and free samples are all incentives of what element in the promotion mix? a. Sales promotion b. Public relations c. Personal selling d. Advertising

A

1. ___________ marketing involves a corporation or brand associating itself with an event, in an attempt to create the illusion that they are an official sponsor of the event, and thus reap similar benefits to those corporations who are official sponsors. a. Ambush b. Raid c. Crowd d. Banshee

A

11. Tool used to guide the creative process towards a solution. a. Creative brief b. Creative plan c. Process design d. Advertising process

A

13. What is the final phase of the sponsorship process? a. Implement and evaluate b. Research c. Market d. None of the Above

A

15. The order of promotional strategy for sponsorships includes _______? a. Objectives, Budgeting, Acquisition, implementation and evaluation b. Budgeting, Objectives, Acquisition, implementation and evaluation c. Acquisition, Objectives, Budgeting, Implementation and evaluation d. Acquisition, Budgeting, Objectives, Implementation and evaluation

A

19. This is an effective way to categorize a variety of sponsorship opportunities? a. Sport event pyramid b. Brainstorming c. Concept maps d. Sponsorship risk analysis

A

6. What is the greatest advantage of personal selling? a. Salespeople have the opportunity to earn additional money through commission b. A salesperson can develop long-term relationships with customers c. New markets/territories can be explored and expanded, which can lead to a new source of revenue while being able to diversify revenue streams overall d. Both A and B

B

10. For advertising, the purpose of direct objectives is too? a. Drive sales b. Create awareness c. Elicit a behavioral response d. Create sales promotion

C

11. What is an important first step to consider when an organization is looking at sponsorship programs? a. Marketing goals b. Create awareness c. Organizational objectives d. All of the Above

C

11. __________ is defined as the response a target audience makes to a message. a. Reception b. Decoding c. Feedback d. Encoding

C

13. Which of the following are NOT an element in the advertising campaign process? a. Ad objectives b. Ad budget c. Second screening d. Media strategy

C

13. _________ can interfere with interpretation of a message in the communications process model. a. Feedback b. Sound c. Noise d. Trees

C

16. Which of the following is NOT considered to be a part of the sponsorship process? a. Sponsorship objectives b. Sponsorship budgeting c. Sponsorship program d. Implementing and evaluating the sponsorship

C

17. What is at the center of the sports sponsorship acquisition model? a. Purchase decision b. Interaction process c. Buying center composition d. Acquisition of sport sponsorship proposals

C

18. Which of the following advertisements types works to compare one sports product to another? a. Slice-of-life advertisements b. Scientific advertisements c. Competitive advertisements d. Lifestyle advertisements

C

19. _____ refers to the number of people exposed to an advertisement in a given medium. a. Participant capacity b. Attendance c. Reach d. Frequency

C

20. ___ is an investment in a sports entity (athlete, league, team, or event) to support overall organizational goals, marketing objectives, and/or promotional objectives. a. Advertising b. Sales promotions c. Sponsorship d. Public relations

C

21. A large number of people go to the movies, rent movies, or could be exposed to a live-product demonstration if they are attending a sporting event or watching television is an example of _______. a. Recall b. Human billboard c. Exposure d. Source Association

C

22. All of the following are examples of PR tools except a. General publicity b. Lobbying c. Partially funding programs d. Producing written material

C

23. _______ is considered the first stage of designing a sponsorship program a. Sponsorship budgeting b. Sponsorship acquisition c. Sponsorship objectives d. Implementing the sponsorship

C

28. What factor needs to be taken into consideration when choosing the medium or mix? a. Frequency b. Reach c. Both A & B d. None of the Above

C

5. An interactive form of interpersonal communication designed to build customer relationships and produce sales or sports products, services, or ideas. a. Trademarking b. Sponsorship c. Personal selling d. None of the Above

C

6. The Boston Marathon is an example of what type of event? a. National event b. International event c. Regional event d. Local event

C

9. The final stage of new product development is ____________________. a. Test marketing b. Market introduction c. Commercialization d. Risk analysis

C

12. Determining the athletic platform that a company chooses to push for is very important for a company. Why is that? a. Sponsorship objectives match up with the companies outline b. Budget for sponsorship matches up with company size c. Geographic scope of sponsor fits well with company purchasing d. All of the above

D

12. The objective of this type of strategy is to stimulate demand for the sports product so much that retailers are forced to stock their shelves a. Advertising strategy, b. Action strategy c. Push strategy d. Pull strategy

D

12. Which of following are outcomes of the creative process? a. Identifying benefits of the sports product b. Designing the advertising appeal-what to say c. Developing the advertising execution-how to say it d. All of the above are considered outcomes

D

14. The goal of sponsorship investment includes? a. Organizational objectives b. Marketing goals c. Promotional strategies d. All of the Above

D

14. What is not a phase of promotional planning? a. Determining promotional budget b. Identifying target market consideration c. Setting promotional objectives d. Stimulate demand for the product

D

14. What is the main purpose of direct objectives in advertising? a. Reach as many target audiences as possible b. To have an image or product become ingrained in the minds of consumers c. To have people buy the product advertised d. To elicit a behavioral response from the target audience

D

15. Which of the following is not an example of a medium? a. TV b. Stadium sign c. Blimps d. Market plan

D

19. The elements in the communications process include a. Sender, encoding b. Message, medium, decoding c. Receiver, feedback, noise d. All of the Above

D

2. __________ is a cash and/or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property a. Advertising b. Selling c. Promotions d. Sponsorship

D

21. The sponsorship process includes: a. Sponsorship objectives b. Sponsorship budgeting and sponsorship acquisition c. Implementing and evaluating the sponsorship d. All of the Above

D

23. An advertising campaign should include: a. Ad objectives b. Ad budget c. Media strategy d. All of the Above

D

25. What is not an outcome of the creative process? a. Identifying benefits b. Designing the advertising appeal c. Designing the advertising execution d. All are an outcome

D

3. Sponsorships seek to acquire what? a. Commercial Competitive Advantage b. Competitive Commercial Advantage c. Commercial Advantage d. Competitive Advantage

D

4. A form of one-way mass communication about a product, service, or idea, paid for by an identified sponsor is considered what? a. Personal selling b. Promotion c. Sponsorship d. Advertising

D

4. The Sports Event Pyramid is a hierarchy of events based on geographic scope and level of interest among spectators. What are examples of events that would fall under the Sports Event Pyramid? a. International sporting events, such as the Olympics b. The Super Bowl c. Community recreational events, such as a basketball tournament d. All of the Above

D

4. ____________ are short-term incentives usually designed to stimulate immediate demand for sports products or services. a. Public or community relations b. Personal selling c. Advertising d. Sales promotions

D

5. Advertising budgeting strategy should ideally stem from __________ a. Arbitrary allocation b. Competitive parity c. Percentage of sales d. Objective the advertising is attempting to achieve

D

5. What position serves as the initial filtering device in the implementation and evaluation stage of the sponsorship process? a. Influencer b. Purchaser c. Decision maker d. Gatekeeper

D

6. __________ is the final stage on the hierarchy of effects model. a. Power b. Information c. Intention d. Action

D

7. The final item of the promotional mix is personal relations. Personal relations seeks to identify, establish, and maintain mutually beneficial relationships between the sports organization and the various publics on which its success or failure depends. Examples of these publics would include? a. The community b. Employees. Participants, suppliers, and spectators c. Competition d. All of the Above

D

8. What is not considered one of the five major appeals used in sport marketing? a. Health b. Emotion c. Fear d. Passion

D

8. Which of the following is not included as a sponsorship budgeting method? a. Competitive parity b. Arbitrary allocation c. Percentage of sales d. Value-added promotions

D

10. Image building is a one-way street for both the sponsoring organization and the sports entity. a. TRUE b. FALSE

FALSE

16. The goal of direct objectives is to make consumers aware, enhance the image of the sport, or provide information to consumers? a. TRUE b. FALSE

FALSE