sports marketing

__________ in the context of sports & entertainment is defined as "a strong inclination toward an activity that people like, that they find important, and in which they invest time and energy." Passion Identification Emotion Avidity

Passion

Evaluating the sponsorship in terms of building awareness, liking, preference, loyalty, and other hierarchy of effects or consumer attitudes toward the brand is referred to as measuring the ROB ROA ROI ROO

ROO

Which of these does not belong on facility management's checklist? seats (ticketed and toileted) electronic mail and database systems roof leaks, retractable roof mechanisms self-service machines

electronic mail and database systems

The following text example underscores the importance of listening for __________ when visiting with the sponsor: You don't want to be like the property visiting General Motors pitching a stadium naming rights deal only to get to the end of the presentation to be asked, "How many facilities do you see General Motor's name on?" budget period key market areas engagement vs. exposures target market objections

engagement vs. exposures

When the NBA, NFL, & NHL added the Alyssa Milano Touch line of apparel and jewelry designed for women, they were practicing ________ to increase revenue from merchandise sales Diversification Product development Market penetration Market development

Market development

Secondary sponsorship categories include auto, beer, candy & snacks. tend to include more branded packaged goods than services. such as utilities, realtors, and insurance companies see sponsorships of major sports as an excellent source of leads, include wireless, home improvement, and banks.

such as utilities, realtors, and insurance companies see sponsorships of major sports as an excellent source of leads,

Promotions aimed at special interest groups to congregate at the event on the basis of a shared interest is referred to as corporate groups. super groups. themed groups. ethnic groups.

super groups.

The perceived risk is _______ when the customer thinks, "Will other people like this?" performance overall social financial psychological

social

The most important aspect of seats, equipment, and scoreboards is how attractive they are. that they function properly. the number or quantity of each. that each is sponsored.

that they function properly.

When making calls to corporate buyers for standard group sales, a good place to start is a senior executive's office assistant. the Human Resources department. marketing and sales executives. the firm's information desk.

the Human Resources department

As a fan attends events and consumes media, the first step in the Affinity Transfer Model is that the fan attributes the benefit of the the event to the brand. the buyers are loyal and recommend the brand to others. the brand becomes distinct. he brand is activated in the fan's mind.

he brand is activated in the fan's mind.

A partnership approach to selling sponsorships involves a sales process that is different from any other goods or services. designate various sponsorship levels by colors or minerals to offer a unique value proposition to sponsors. requires adaptive or consultative selling reliant upon extensive research and time spent with the sponsor. recognizes the common need of all sponsors for name recogniation as its starting point for developing a value proposition suited to the sponsor.

idk

The control group for sponsorship ROI measurement consists of highly involved fans of the sport or entertainment category. passionate fans of the property. non-fans of the property. the number of eyeballs exposed to television advertising.

idk the answer

According to your text, what fans want most on scoreboards include all of the following except complete team and player stats information regarding restrooms, service areas, and exits replays emotion-driven entertainment

information regarding restrooms, service areas, and exits

In building fan identification, the "good-is-familiar" phenomenon helps explain the importance of enhancing fans' perceptions of social prestige. feelings of distinctiveness. level of contact. enduring involvement.

level of contact

__________ answers questions such as, "How are stimuli received and transported in the central nervous system?" and "How and why do these stimuli spark emotions?" Activation theory CNS (Central Nervous System) theory Crowding theory Arousal theory

Activation theory

According to research, the most effective single-game promotion in MLB is Combination of giveaway and special event Combination of two or more special events Bobbleheads Giveaway valued at $5 or more Price discounts

Bobbleheads

Primary sponsors of properties typically have some or all of each of the following attributes except: Are frequently consumed at sports & entertainment events Are mass-marketed to consumers in highly competitive markets Are frequently purchased packaged goods and services Are unsought goods and services.

Are unsought goods and services.

Which of the following is least likely to be the promotion objective among companies in the Top 20 of sports spending? Evaluation Interest Awareness Loyalty

Awareness

Within the hierarchy of effects models, the first necessary step is Interest Desire Action Affective Awareness

Awareness

___________ is the extent to which the brand occupies a unique space in the minds of customers superior to competitors. Brand differentiation Brand awareness Brand activation Brand personality

Brand differentiation

With respect to jersey sales, the leaders in team sales represent attractive teams with the highest __________ in the league. Brand equity Number of Super Bowl appearances Won/loss records City populations

Brand equity

Which of the following is NOT one of the tactics related to facilitating information search by a team's online store? Freshness Site index FAQ Product search function Colors

Colors

Nike sponsors the New York Yankees who use (Nike) sporting goods. This is an example of which of the C's of relatedness discussed in the text? Connectedness Customers Correct Answer Category Consumption

Connectedness

Which of the following is NOT one of the 3 C's of relatedness discussed in the text? Customers Category Connectedness Consumption

Connectedness

__________ is the difference between what the fan is prepared or willing to pay and the price the property charges for admission, merchandise, or services. Private seat license value Fan value Consumer surplus Reservation price

Consumer surplus

The window of least time stress in the sports venue -- when teams have a captive customer at the game -- occurs at the _____ stage. Secure seat Time check Exploration Gate entry

Gate entry

As the title sponsor of the San Francisco Giants, San Antonio Spurs, and Dallas Cowboys, AT&T seeks to activate its brand so that the teams' passionate fans perceive AT&T as _____________ compared to other wireless carriers. Differentiated Similar Considered Activated

Differentiated

_____________ is the degree to which we differ from others in ways that provide social status and enhances self-esteem. Distinctiveness Social attractiveness Perceived similarity Social prestige

Distinctiveness

Which of the following is inaccurate regarding why passionate fans are likely to be able to recall sponsor information? Due to the prices paid for tickets, passionate fans are highly attentive to information related to the event and the property. Fans attending or watching most games routinely check the scoreboard (surrounded by anchor sponsor signage). Passionate fans gain more exposure to the sponsor. Due to emotional intensity, passionate fans deeply elaborate or think about sponsor messages compared to less passionate fans.

Due to the prices paid for tickets, passionate fans are highly attentive to information related to the event and the property.

_____________is "turning on a prospect to a brand idea enhanced by the surrounding context." Fan engagement Sponsor activation Brand disruption Partnership marketing

Fan engagement

_______________ is when an individual reacts to events that occur to the property as if the events happened to him or her. Fan identification Passion Consumed behavior Avid fan

Fan identification

In the flow of effects of fan behavior (Figure 1.1 in the text), once the sponsor activates and engages fans with the use of the partner assets, at the next stage the fans are more likely to say, I care about your brand I want your brand I know your brand I am your brand

I care about your brand

___________evoke(s) clear sensory images in the mind, enhancing comprehension and recall. Concrete brands Evoked brands Brand image Distinct brands

Idk The correct answer

Which of the following is NOT true regarding sponsorship effects? The three components related to brand image are correlated, so that the more one is increased, the others are also enhanced. If the team performs poorly and fans become particularly agitated, those feelings remain with the team, but not with the sponsors. If the brand and property are seen as closely linked to each other, and the image of one deteriorates, so does the other. At times, associations between the property/team and its sponsors are inadvertently related to other possibly negative symbols.

If the team performs poorly and fans become particularly agitated, those feelings remain with the team, but not with the sponsors.

"He's pretty cool. He's a Spurs fan." This is an example of what kind of attribution mentioned in the text? In-group favoritism. In-group derogation. Out-group affiliation. Out-group favoritism.

In-group favoritism.

Which of the following is not true regarding the role of attractiveness in building identification? Recent research confirms that we find those who are similar to us as attractive. We are attracted to those who are winners. It's relatively easy for most people to remain closely identified with something or someone others find unattractive. Attractiveness refers to the overall perceived social value of being associated with the team or individual.

It's relatively easy for most people to remain closely identified with something or someone others find unattractive.

The ______________ for the brand should match the objectives for the brand and should be the metrics tracked by the property & brand together as partners. Key performance indicators Research objectives Advertising goals Strategic metrics

Key performance indicators

On the first visit, sponsors should share and properties should listen for five key areas of the sponsor's marketing strategy. Which of these is not one of the five listed in the text? Engagement vs. Exposures Key market areas Budget period Objections to the proposal Target market

Objections to the proposal

A salesperson at the ___________store can guess your foot size and width at a glance, then tell you what shoes are best for your feet given your training program. New Balance Dick's Sporting Goods Sketchers Nike

New Balance

According to the text, which of the following is true regarding ways to create urgency among season ticket holders to renew? Aim more desirable benefits and incentives for those last to renew. Offer credits to season ticket holders for providing referrals. After down seasons, maintain the the same price tier layouts.

Offer credits to season ticket holders for providing referrals.

If the Saints are your favorite team, you might pay $26.95 for a cap with the team logo on it versus a similar cap at a store without the logo for $12.95. This refers to your ________ that makes the Saints cap worth more than just its functional value. Passion level Selective demand Proactive strategy Perceived value of the merchandise

Perceived value of the merchandise

Owning a special edition or limited production of a team item, for example, offers symbolic value to the buyer that represents his or her status relative to others. This most specifically refers to the fan buying motive of _________. Distinctiveness Attractiveness Identification Prestige

Prestige

______ brands are already stored in our memories, making recall easier when paired with a property. Prominent Congruent Plausible Related

Prominent

Which of the following is not true regarding the Frisco Roughriders promotional policies? Promotions are guaranteed to at least the first 10,000 fans no matter what the promotion is. Loyal fans are rewarded for buying season ticket plans. The sponsor reaches its intended market. Individual ticket buyers are incented to purchase some form of ticket plan. Loyal fans are those most likely to make the association between the sponsor and the promotion.

Promotions are guaranteed to at least the first 10,000 fans no matter what the promotion is.

Which of the following is not one of the methods suggested in your text to facilitate parking access? Offer entertainment or promotions before/after the game to encourage fans to come early or stay later. Arrange traffic light management with local police. Provide free shuttle service paid for by the team. Add routes that give fans more entrance and exit choices.

Provide free shuttle service paid for by the team.

RFID stands for Real Finite Initiation Device Radio Frequency Identification Ready Finances--Instant Delivery Reach Frequency Instantaneous Delivery

Radio Frequency Identification

_________ brands are easier to remember because of the similarity or overlap between the sponsor and the property. Related Congruent Prominent Passionate Plausible

Related

Which of the following is not one of the ways the sponsor benefits from positive relationships with the property listed in the text? Security benefits--the sponsor knows their investment is safe and secure from any risks. special treatment benefits—the sponsor receives better prices or concessions, faster service, and individualized attention. confidence benefits—the sponsor has comfort in knowing what to expect from the property and has no anxiety when meeting with you. social benefits—the sponsor becomes emotionally attached to the people working for the property; employees of the sponsor and the property are comfortable and familiar with each other; close friendships are created

Security benefits--the sponsor knows their investment is safe and secure from any risks.

According to the text, which of the following is true about promotions? Single-game ticket buyers have learned to expect some form of promotion for sporting events. NBA fans rate promotional items or giveaway items as one of the least valuable marketing tool used by teams. The notion behind promotions is to offer price cuts so that fans see the economic benefits. Combining two events in one experience has the same impact on attendance as simply offering a single event alone.

Single-game ticket buyers have learned to expect some form of promotion for sporting events

Which of the following is NOT true regarding sponsor categories? Sporting goods manufacturers are usually only secondary sponsors at the team level because they just provide equipment. Mass market retailers of less-frequently consumed products, such as Best Buy or Target, frequently eye sports properties as good promotional vehicles because selected product categories (e.g., big screen TVs) are purchased more frequently by 25-49 year old males. Food (snacks) and beverages (beer, soft drinks) are always good prospects because they can increase sales volume by obtaining the distribution or pouring rights at the stadium or arena as part of the sponsorship agreement. Home improvement centers such as Lowe's or Home Depot and automobile dealers are interested in sports properties due to the demographics of frequent game attenders (middle-to-upper income, middle-aged, home and car owners).

Sporting goods manufacturers are usually only secondary sponsors at the team level because they just provide equipment.

Which of the following is not one of the five characteristics of well designed promotions as stated in your text? Clear target and objective Add value Successful Experiential Sponsored

Successful

The LIFT score in assessing sponsorship ROI is The difference in scores between non-fans and the most passionate fans of the property. The unadjusted passion scores attributed to the sponsorship activation. The average willingness among cold and cool fans to buy the sponsor's products. The amount of passion a brand gets from sponsoring a team.

The difference in scores between non-fans and the most passionate fans of the property.

Regarding the management of sports venues, which of the following is false? The longer you work at a place, the more likely you are to notice the problems most customers encounter. Some sports fans lack social skills essential for functioning in modern society. The three areas of event management include facility management, service management, and fan management. Owners and managers are less likely to receive or see the same service the average fan does.

The longer you work at a place, the more likely you are to notice the problems most customers encounter.

Which of the following is FALSE regarding technology adoption? Organizations that increase their strategic decision-making speed to act on shifts in technology will grow faster and be more profitable than competitors. Early adopters keep tabs on what the innovators are doing and are usually one step behind them. The teams that invest in advanced technology are more likely to gain market share. The reason individual decison makers in organizations fail to adopt new, useful technologies is that the teams (owners) simply don't have the money to invest in technology.

The reason individual decison makers in organizations fail to adopt new, useful technologies is that the teams (owners) simply don't have the money to invest in technology.

The third stage in the consumer decision-making process is alternative evaluation purchase decision cognitive dissonance need recognition information search

alternative evaluation

Fans make a(n)______________when they assign the cause of a feeling state to a source. excuse constitution attribution assignment acknowledgment

acknowledgment

The most important characteristics differentiating weak from strong performers in selling is adaptive selling skills experience sales training dominant behavioral style goal clarity

adaptive selling skills

Fans may love or hate a property and therefore pay greater attention to the property and its sponsors. This refers to brand activation. affective intensity. brand image. the passion index.

affective intensity.

Designing marketing strategies to take advantage of fans' passion for an event or property without paying the rights fees to be an official sponsor is referred to as spurriering. sponsorship leaching. affinity transfer. free-basing. ambush marketing.

ambush marketing.

Adding value through promotions includes reducing prices. are typically experiential. must have low payoff odds and values so that the sponsor does not overspend. should require fans to take multiple steps to ensure they receive the incentive.

are typically experiential.

The sportscape has the most influence on fans' feelings and behavior in soccer hockey baseball football basketball

baseball

When the Mountain Dew Action Sports Tour seeks to present its brand as being cool, exciting, and unique, Mountain Dew is focusing on specific human characteristics highly valued by target consumers. This is a specific example of building brand personality. market meanings brand imagery brand pictures

brand personality.

The stadium signage, scoreboard video messages, TV and radio broadcasts, website, special events and social media used by Dove in their sponsorship of the San Francisco Giants are referred to as _______________ channels of communication sponsorship sales tools advertising collateral KPIs

channels of communication

The model of fan identification begins with the five antecedents to identification. These antecedents are each ____ in nature--that is, they are what we think about related to the property. emotional behavioral affective cognitive

cognitive

When the NBA opens NBA of China along with over 600 related events (clinics, reality-TV dance competitions) with new customers in China, these related events an example of _______ to increase revenue. market development diversification product development market penetration

diversification

When we've seen the system prove itself and there are plenty of others invested in the technology, we'll join in." This statement characterizes early majority innovators late majority early adopters laggard

early majority

f you visit a venue and react with a combination of arousal and pleasure, then you must be: excited relaxed satisfied stimulated

excited

The visual examples of ______ at the NASCAR event illustrates that engagement includes the audience as active participants in "lived" experiences. Ford Chevy Pepsi Coca-Cola

ford

Among other things, the St. Louis Cardinals painted the outfield facade walls in team colors, hung colorful banners, and redesigned seating and concessions. These changes represent improvements in interior decor. spatial perceptions. layout design. signage.

interior decor

The first impression that fans get of a place is from the layout of the parking lot. the signage. its exterior appearance and its architectural design. perceived crowding.

its exterior appearance and its architectural design

The Boston Red Sox sell a limited-edition opening day _________ that can be promoted heavily during early April each year. t-shirt jersey baseball hat

jersey

Visualization and markers are an important part of scoreboard quality. layout and wayfinding. parking and traffic control. interior design and decor.

layout and wayfinding.

According to attribution theory, if you are highly identified with a group you will do all but which of the following? be biased in favor of the in-group and be biased against an out-group. make self-serving attributions. make inferences about others based primarily on reality.

make inferences about others based primarily on reality.

Sponsorship research companies use a(n) ______________ by counting the number of seconds a brand is exposed during games and broadcasts and converting that value into what it would cost to gain that exposure at current commercial rates. media equivalency approach affinity transfer model objectives measurement tool sponsorship valuation calculator

media equivalency approach

Highly identified, passionate fans engage in consumption behaviors reinforce their identity and passion with the property. They consume more ____ related to the property, ____ with others for reasons related to the property, and will buy more ____ and services from the property. concessions, party, gear alcohol, celebrate, parking passes games, communicate, concessions media, meet, merchandise

media, meet, merchandise

At the __________stage, the wider the perceived gap between the current state and the desired state, the greater the likelihood of eventual purchase. information evaluation post-purchase behavior purchase decision need recognition information search

need recognition

Websites that that attract and invite site visitors to play games or read articles that lead to or incoporate promotions for specific products are using the games or articles as main entry points frequent buyer incentives search functions nonproduct-related appetizers

nonproduct-related appetizers

According to the text, the promotion focus should be on increasing individual ticket sales. reducing group sales in favor of individual ticket sales. on moving individual ticket buyers to own some form of ticket plan. reducing the overall perceived value of the ticket.

on moving individual ticket buyers to own some form of ticket plan.

The __________includes the entire built and managed environment that the fan sees when attending a sporting event. sportscape stadium eventscape physical facilities

sportscape

The degree to which someone believes that using technology will improve performance is referred to as perceived effectiveness (PE) perceived ease of use (PEOU) perceived ease of acceptance (PEA) perceived usefulness (PU)

perceived usefulness (PU)

The extent to which someone believes that the technology would be easy to use refers to perceived usefulness (PU) perceived ease of use (PEOU) perceived effectiveness (PE) perceived ease of acceptance (PEA

perceived usefulness (PU)

According to the text, a good partnership based on trust is determined by all of the following except benevolence special relational benefits honesty personal relationships outside work

personal relationships outside work

Social prestige typically originates from each of the following sources except: family players peers community

players

The most likely promotion objective among companies in the Top 20 of sports spending is ___________ because they are in the _________ stage of the product life cycle. to inform and educate; introduction reminder oriented; maturity maximize outlets; differentiation skimming or penetration; growth

reminder oriented; maturity

When the Yankees introduced its "cheerful ornaments...sure to make your holidays merry", they were seeking to increase revenue from product development market development market penetration diversification

product development

individuals who simply shift attendance from another game to take advantage of the promotion are referred to as price sensitive. sales sensitive incentive inclined. promotion prone.

promotion prone.

Activation relies on the independent actions of the property to activate the benefits offered by the brand in the minds of the fans. refers to putting the sponsorship in action in a way that clearly links the brand with the property in the minds of fans. uses static (signs or billboards) or passive (advertising messages) forms of communication to be effective. strategies typically focus on a single category of sponsorship tools.

relies on the independent actions of the property to activate the benefits offered by the brand in the minds of the fans.

Which of the following is NOT associated with exclusive distribution? shallwow/narrow assortments high control distinct image high profit margin

shallwow/narrow assortments

A generic value proposition is a customer-oriented approach to providing meaningful sponsorship packages. based on the fact that people are motivated by generic rewards or punishments. transactional in nature and is primarily production-oriented or selling-oriented rather than customer or partner-oriented. recognizes the unique need of the sponsor as its starting point for developing a distinctive value proposition suited specifically to the sponsor.

transactional in nature and is primarily production-oriented or selling-oriented rather than customer or partner-oriented