SM 410 - Sports Marketing Final
One good social media strategy is to use the same content on as many platforms as possible
False
Promotions are the activities associated with transferring goods from producers to users
False
Public relations is a large component of media relations.
False
The importance of creating social spaces within sports stadiums and arenas has diminished over the past few years.
False
The marketing activities or leveraging that a company conducts to promote and execute its sponsorship is called execution.
False
The use of direct mail as a selling tool has become an outdated methodology for most sport organization.
False
Those planning to work in social media for a sport organization should keep a very low-profile personal social media presence?
False
When managing social media accounts, sport marketers should keep passwords simple and should not frequently change them in order to streamline efficiency.
False
While many sport organizations endure crises, the manner in which those organizations handle the situations hardly ever become a crisis in itself
False
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
False
Which of these is an example of benefit selling?
Flex-plan ticket books
What sort of benefit is the sponsor of Barclay's Center in Brooklyn, New York, acquiring?
Gaining naming rights
The impact of signage is typically measured using ______
Impressions
Which of these is not a common objective of sport sponsorships?
Improve employee safety
What is it called when teams work with fans or team followers who have large social media audiences in order to spread team content or messaging?
Influencer marketing
Which social media platform was originally designed a a mobile applicatin (App)
Which social media platform averages the greatest engagement levels?
Instagram?
How has splintering of sport media coverage not effected sport PR professionals?
Less off-the-field security of athletes, coaches, and excutives
A brand's creation of products, services, and promotions based on the recurrent patterns of attitudes and activities displayed by a particular group, population, or demographic is called ______
Lifestyle marketing
A game promotion (e.g. bobblehead doll giveaway) can improve the value of the experience for the spectator while not requiring the sport organization to lower the price
True
As the frequency of a sport property's event increases, the acceptable driving distance of spectators to reach the event decreases.
True
Community relations can often be at least effective as social media relations in affecting sales, generating positive public sentiment, and building a long-term relationship (and base) with the community
True
Consumer satisfaction = benefits - costs
True
For team sports with many home games, attendance traditionally goes down for the game immediately following a major promotion.
True
In sport marketing terms, distribution of the sport product also includes facilities and tickets
True
Location and number of concessions and bathrooms are part of the amenities offered in the building of a sport facility.
True
Many newer sport venues are tending toward establishing sponsored and branded spaces or entitlement zones within the facility
True
Personal selling and special benefits are the most effective promotions in reaching and maintaining the heavy user.
True
Public relations may take the form of activities as well as formal communication and may involve players, media personell, staff, mascots, and other product extensions, sponsors, and key components of the organization
True
Social media impacts all of the five P's of the marketing mix
True
Social media platforms provide first impression management tools for corporations and individuals to showcase their own brands and reputations
True
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
The most successful organizations fully integrate their public relations efforts with advertising, marketing, sales, sponsorship, community relations, and social and digital media efforts so that the external messages all reflect the same theme.
True
The strategic communication process that builds mutually beneficial relationships between organizations and their public is called public relations
True
When sponsors enter into partnerships with sport organizations, they must realize that additional activation spending will be required to leverage the sponsorship effectively.
True
When sport marketers perform lead scoring, they identify the likelihood of a potential purchase and spend amount by a prospective customer.
True
Deleting social media posts from sport organization and athlete accounts.....
is not very effective because screenshots are often saved and shared before he post is deleted
Which of these is not a result of the emphasis on CLV (customer lifetime value) amongst sport organizations?
more frequent price discounting of tickets
One way to improve the effectiveness of direct mail is to follow up personal postal messaging with personal digital or social messaging
true
Which of these public relations elements deals solely with elements away from the playing field?
Community relations
Which federal legislation requires that all sport event patrons, regardless of physical ability, are able to enjoy the same game day experience?
ADA
Which of these is not an example of how the Americans with Disabilities Act has affected sport venues?
All facilities are required to carry Wi-fi capability for assistive devices
Which of these is not part of the basic model of communication?
Amplificiation
When social media managers collect user information to create a profile of a group with whom they wish to engage, it is called
Audience segmentation
Today's sport organization public relations professionals _______
Can foster a social change through the cultivation of athletes' personal stories
The concept of exclusivity in sports sponsorships primarily meets which sponsor objective.
Competitive advantage
When two corporate partners attempt to jointly capitalize on a single sponsorship or licensing agreement, it is called _______
Cross-promotion
What is an interactive process of addressable communication that uses one or more advertising medium to affect, at any location, a measurable sale, lead, retail purchase, or charitable donation, with this activity analyzed on a database for the development of ongoing mutually beneficial relationships between marketers and customers, prospects, or donors?
Direct Marketing
Which of these is NOT part of the AIDA approach to successful promotional efforts?
Directly incentivize
When a news station airs a story about a local minor league baseball team that will be conducting a crazy promotion, such as the Jacksonville Jumbo Shrimp's "Florida Man" night, it is an example of what promotional marketing activity?
Earned media
Which of these is NOT an effective approach by public relations professionals to assist organizational members such as athletes, coaches, and executives?
Encourage them to ad lib during interviews
What two social media platforms are owned by the same company?
Facebook and Instagram
A recent trend in major sport facility design and renovation is to eliminate club seating and replace the with large luxury suites.
False
A successful sport organization employs the same sales approaches to all its customers and potential customers.
False
Access and sight lines for people with disabilities are factors related to selecting the site of a sport facility
False
Activation costs are typically included within most sponsorship contracts between a brand and a sport team or event.
False
Cost relates not only to overall cost but also to such aspects as payment options and value received for the purchase price.
False
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.
False
Email communication with customers is most effective when it is done only to share product offers.
False
For team sport marketers, effective promotions should always be geared toward attracting new and infrequent customers
False
In recent years, most professional sport organizations have really tried to distance themselves form partnering with secondary ticket market operators such as StubHub and SeatGeak
False
Which of these is not part of the sponsorship triangular business relationship?
Media
Which of these is NOT and example of an offline item that enhances the game-day experience while promoting the use of social platforms?
Mobile ticketing
How is the effectiveness of signage as a marketing medium measured?
Number of impressions created
Direct mail is less effective as a sales technique when _______
One generic piece is distributed to a mass audience
Which of these professional sport teams and leagues done recently with their retail operations?
Outsourced the management of distribution and sales of licensed merchandise
Sponsorship agreements within the sport industry commonly refer to the team, event, or sport organization as the ___________.
Property
Which of these is not an advantage gained through sponsorship cross-promotion?
Provides community relations benefits
When does a customer relationship management (CRM) system provide?
Qualified leads or prospects and tracking of custoer engagement
Point-of-purchase promotion may also be referred to as _______
Reminder advertising
Which of these issues related to social media is NOT significant concern for public relations professionals for sport organizations?
Revenue generated by athlete posts
What is the process of moving goods and services from the product producers into the hands of those who will benefit most from their use?
Sales
Sampling and distributing coupons are examples of what form of promotional marketing activity?
Sales promotion
In the past years, sponsors have been eager to engage with a sport team's fan base through _______
Social Media
What channel is the one more frequently used by sport sponsors to leverage their partnerships?
Social Media
What is a collective hub of global digital platforms that allows users to engage, discuss, create, foster relationships in real time
Social media
Where does the advertising communication process start?
Source
Which of these terms is defined as the acquisition of rights to affiliate or directly associate with a product or even for the purpose of deriving benefits related to that affiliation or association?
Sponsorship
When sport marketers consider the drawing radius of their property, which of these are they not likely to consider?
The age of the venue
Which of these is NOT true about good social media managers
They will always avoid account hacks
In sport marketing terms, which of these is not an element of place ensemble?
Ticket Prices
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?
To alter or reinforce public perception of the company
A company enters into a naming rights sponsorship agreement with a sports property because the property has its games televised. What benefit is the company seeking?
To generate media benefits
The overall tone, personality, and perspective that is taken into consideration across all content shared on a sport orangizations' social media channel is called
brand voice
The ultimate goal for sport organization public relations professionals is to ___________
cultivate the most positive image possible for their sport organization
Of all the elements of the marketing mix, place decisions are typically the easiest to change
false
What is the strategic communication process that builds mutually beneficial relationships between organizations and their publics
public relations
Internet and digital technologies have cut out which element of standard channel
retailers
Offering a postgame reception for those who have held season tickets for 10 or more years is a sales promotion directed at ______
rewarding loyalty
When a successful sport public relations professional believes her sport organization has an athlete with a great story to publicize, which of these is NOT a common next step
write or produce the story herself, then self it to a media outlet
