Sports Marketing

The concept of exclusivity in sport sponsorships primarily meets which sponsor objective. market segmentation goodwill competitive advantage internal marketing

Competitive Advantage

What two social media platforms are owned by the same company? Facebook and Instagram LinkedIn and YouTube Twitter and Pinterest TikTok and Snapchat

Facebook and Instagram

Copyright law is only enforceable if the author of a work has registered it with the U.S. Copyright Office. True False

False

Patents protect original works of authorship. True False

False

Postgame press conferences and shows are a poor place for sport organizations to encourage conversation on social media. T or F

False

The secondary ticket market has had little impact on the way sport teams sell tickets. True False

False

Traditional media outlets such as newspaper, radio, and television occupy the majority of a sport public relations professional's time whereas social media management is generally the responsibility of the sport marketing professionals.

False

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 _________. activation lifestyle marketing ambush marketing sponsorship clutter

Lifestyle Marketing

Which of these is not one of the major ways sport marketers can have success with Facebook? Send open invitations to fans. Limit interactions with players and coaches. Provide exclusive content. Communicate with followers on a consistent basis.

Limit interactions with players and coaches.

Which of these is not true about good social media managers? They develop clear guidelines regarding what topics or current events users may comment on. They know which individuals have access to which accounts. Limit interactions with players and coaches. They "own up" to mistakes and address them with followers.

Limit interactions with players and coaches.

Many sponsors, such as banks, airlines, and insurance companies, know that brand loyalties are often formed as young adults. As a result, these companies often establish sponsorship relationships with college athletics departments in order to get their message in front of a coveted audience: college students. This is an example of what sort of sponsorship objective. brand awareness image enhancement market segmentation community relations

Market Segmentation

In the past few years, sponsors have been eager to engage with a sport team's fan base through __________. hospitality goodwill social media in-venue signage

Social Media

Community relations can often be at least as effective as media relations in affecting sales, generating positive public sentiment, and building a long-term relationship (and base) with the community.

True

For sport organizations, online sales certainly offer consumers more access and control, but many retailers have realized cost savings are not always as high as expected. True False

True

The chief role of the public relations professional is to serve as the spokesperson to the media and external constituents on behalf of those they represent. Tor F

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 or False

True

Which of these is not one of the common reasons why sport organizations have transitioned to mobile ticketing? It makes it easier to transfer tickets to others. It combats fraudulent tickets. WiFi is always easily accessible around stadiums. It allows sport organizations to capture fan data.

WiFi is always easily accessible around stadiums.

Which event is generally credited as the catalyst for the emergence of sport sponsorships? Michael Jordan's contract with Nike the advent of Monday Night Football a ban on tobacco advertising the launch of ESPN

a ban on tobacco advertising

Greater emphasis on CLV (customer lifetime value) has resulted in sport organizations doing which of these? selling more full season tickets introducing variable ticket pricing adding more client servicing personnel marketing more through social media channels

adding more client servicing personnel

For most sport teams, the sales generation process starts with ___________. telemarketing database marketing a winning team advertising

advertising

Which of these is a major advantage of a sport organization's strategic community relations initiatives? 1. enhancing focus on the team's on-field performance 2. allowing fans to see athletes through a different lens and interact with them in a personal way 3.providing fans with a more direct way to purchase tickets and buy merchandise 4.enabling the sport organization to more effectively react to crisis situations

allowing fans to see athletes through a different lens and interact with them in a personal way

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 brand voice social networking database marketing

database marketing

If an advertisement were produced to promote the purchase of Gatorade by comparing its attributes to those of a specific competitor such as Powerade, and that competitor sued, Gatorade could likely use which defense? fair use abandonment dilution secondary meaning

fair use

Which of these is an example of benefit selling? dynamic ticket pricing high-pressure telemarketing tactics using a star athlete in promotional materials flex-plan ticket books

flex-plan ticket books

Frank J. Zamboni & Company have trademark protection for the name of the ice resurfacing vehicle they produce. However, if they do not aggressively protect that name, they may lose its protections due to ___________. fair use dilution abandonment genericness

genericness

Direct mail is less effective as a sales technique when ___________. it includes offers such as discounts, coupons, and premium items to add perceived value it is targeted one generic piece is distributed to a mass audience the sport organization spends valuable time measuring and testing its effectiveness

one generic piece is distributed to a mass audience

The elements that enhance or diminish the attractiveness of a venue and its surroundings is called ___________. core place ensemble drawing radius marketing channel

place ensemble

Which of these is not one of the components that make up intellectual property law? trademark copyright patent right of publicity

right of publicity

What is one way that many sport properties are growing their market by extending their distribution? collecting more data from their consumers scheduling competition in new markets using advertising to reposition their product using variable and dynamic ticket pricing

scheduling competition in new markets

A minor league baseball team installing a lazy river that runs through the outfield bleachers where fans can watch the game while sipping pina coladas is an example of ___________. scrambling the frames of game, spectacle, and festival venue marketing channels product-place matrix marketing channels

scrambling the frames of game, spectacle, and festival