Sports Marketing Final Exam

What policies should Sport Marketers adopt to avoid embarrassing mistakes in using social media?

Manage access to accounts, keep personal and official accounts separate, and reserve the right to delete but do so with caution

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?

Media relations

What are effective promotional components of a marketing strategy for driving attendance?

Open houses, coupons, vouchers, discount codes, and product sampling

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?

Positioning

Where is the entry-level sales position for most profession sport teams?

Premium sales

In what form of media relations is the point of initiation the organization rather than an external entity?

Proactive

What refers to the products available to the sales staff to market, promote, and sell?

Promotion strategy

Within the sport industry, what do sponsorship agreements refer to with the team, event, or sport organization?

Property

What is an interactive marketing communications strategy that seeks to create a variety of media designed to convey the organizational philosophies, goals, and objectives to an identified group of publics?

Public relations

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

Rewarding loyalty

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?

Sales

What are the functions of public relations?

Shaping and enhancing image, gaining political or popular support, generating and collecting feedback

Where does the advertising communication process start?

Source

What is the acquisition of rights to affiliate or directly associate with a product or event for the purpose of deriving benefits related to that affiliation or association?

Sponsorship

What are associations for health clubs?

Staff, size and quality of facilities, and amenities

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

Talking points

Because new social media platforms are emerging all the time, sport organizations must determine which ones to include in their strategic marketing. What are the three major areas that the NBA reviews when evaluating new social media platforms?

Terms, design, and utility

What can be effectively tested when communicating by social media?

The best timing for messages, the appropriate content, and surveys and poll questions

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

To alter or reinforce public perception of the company

"Benefit selling" involves the creation of new benefits to offset existing perceptions or assumed negatives related to the sport product or service

True

A co-op sponsorship agreement allows two or more corporate partners to capitalize jointly on a sponsorship or licensing agreement

True

A game promotion (bobble head doll giveaway) can increase the value of the experience for the spectator while not requiring the sport organization to lower the price

True

Cost relates not only to overall cost but also to such aspects as payment options and value received for the purchase price.

True

Formation of brand association for athletes is important in relation to securing endorsement contracts from corporations

True

In the digital space, TAF marketing means tell a friend marketing

True

Increased sales of merchandise can be a by-product of strong brand equity

True

Major one-time events of limited duration, developed to enhance the awareness, appeal, and profitability of a tourism destination are called hallmark events

True

One drawback of lowering a price is that it cheapens the value of the product.

True

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

True

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

True

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

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

True

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

True

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

True

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

True

What pricing concept involves pricing tickets based on preferred days for viewing opponents, part of the season and location of the seat?

Variable pricing

What does the AIDA principle stand in regard to promotions?

Arouse desire, Increase awareness, Initiate action, and attract interest

What job functions are typically performed by sport public relations specialists?

Crisis management, fostering relationships with media and stakeholders, generating and managing story ideas

A good social media strategy for sport teams is to use their organizational or team accounts extensively but not to leverage accounts of the individual athletes and coaches employed by the organization

False

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

False

As a promotion vehicle, print media is typically more flexible with its messaging compared with electronic media

False

E-mail communication with customers is most effective when it is done only to share product offers.

False

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

False

Good sport marketers can develop a strong brand image even before establishing brand awareness

False

In the field of sport marketing, the terms price and cost are interchangeable

False

It is important that sport marketers comprehend that traditional marketing concepts such as reach, breadth, segmentation, and impressions are of little value when they are applier in a social media context

False

Most major commercial brands have a few employees dedicated to managing social media for their organizations, but most professional sport teams and leagues have between 8 and 15 staff members dedicated to social media marketing

False

Perceived quality, one element of brand equity, can be defined as the likelihood and ease with which a brand name will be recalled

False

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

False

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

False

The best brand associations with professional athletes have been based solely on athletic performance.

False

When performed by sport marketers, "lead scoring" means that a prospective customer is not likely to purchase a product or service

False

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

Gaining naming rights

What are the advantages of building strong brand equity?

Greater corporate interest, licensing and merchandising opportunities, less drastic revenue declines when the team losses, and ability to charge price premiums

Why is social media valuable to sport teams today?

It drives behavior that drives business, It builds an audience of fans to interact with in real time, It engages fans in ways that they want to be engaged, and it's viral

What are considered sources of brand association with a team?

1. The team's owners 2. The team's venue 3. Team rivalries

What is an example of a team leveraging its influencers through social media?

A Facebook page for season-ticket holders only

What is associated with the name, logo, and symbols of a sports organization?

Brand

What refers to the set of assets and liabilities linked to a brand- its name and symbol- that add to or subtract from the value provided by a product or service to a firm or that firm's customers?

Brand equity

What are the reasons for the explosive growth of sport sponsorships over the last three decades?

Commercial success of the 1984 Los Angeles Olympic Games, shift in marketing spending by tobacco and alcohol manufacturers, lower cost and increased exposure compared with traditional advertising